Ảnh hưởng của trách nhiệm xã hội doanh nghiệp hãng hàng không đến chất lượng dịch vụ, niềm tin và lòng trung thành của khách hàng: Trường hợp nghiên cứu tại Bamboo Airways
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Abstract
The aviation industry plays an important role in promoting each country’s economic growth. In the context of fierce competition, each airline aims to retain customers by improving service quality and pioneers in implementing social responsibility, especially contributing to sustainable development. The purpose of this study is to evaluate the impact of corporate social responsibility and airline service quality on customer trust and loyalty. The study uses the partial least squares structural modelling method on a data set of 325 customers of Bamboo Airways. The results showed that the direct effect of corporate social responsibility on customer loyalty. In addition, the mediating role of service quality and customer trust is also explored. The study also proposes management implications for improving Bamboo Airways’ corporate social responsibility.
Tóm tắt
Ngành hàng không đóng vai trò quan trọng trong việc thúc đẩy tăng trưởng kinh tế của mỗi quốc gia. Trong bối cảnh cạnh tranh gay gắt, mỗi hãng hàng không không chỉ hướng đến việc giữ chân khách hàng thông qua việc cải thiện chất lượng dịch vụ mà còn tiên phong trong việc thực hiện trách nhiệm xã hội, đặc biệt là đóng góp vào sự phát triển bền vững. Mục đích nghiên cứu này nhằm đánh giá tác động của trách nhiệm xã hội doanh nghiệp và chất lượng dịch vụ của hãng hàng không đến niềm tin và lòng trung thành của khách hàng. Nghiên cứu sử dụng phương pháp mô hình cấu trúc bình phương nhỏ nhất từng phần trên bộ dữ liệu gồm 325 khách hàng của hãng hàng không Bamboo Airways. Kết quả cho thấy sự ảnh hưởng trực tiếp của yếu tố trách nhiệm xã hội doanh nghiệp đến lòng trung thành của khách hàng. Ngoài ra, vai trò trung gian của chất lượng dịch vụ và niềm tin khách hàng cũng được khám phá. Nghiên cứu cũng đề xuất các hàm ý quản trị nhằm nâng cao trách nhiệm xã hội doanh nghiệp của Bamboo Airways.
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