Consequences of implementing CSR on corporate image and customers' purchasing decision in airline industry.
Mochalov, Petr (2017)
Mochalov, Petr
Lahden ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017062013842
https://urn.fi/URN:NBN:fi:amk-2017062013842
Tiivistelmä
The purpose of this thesis is to provide an overview of CSR and CSR activities in airline industry. It is important to study whether CSR could be considered beneficial and examine the influence of corporate image on stakeholders, specifically customers, by collecting primary and secondary data. The main research question is: How does image created by CSR affect customers’ purchasing decision?
The primary data consists of a survey among Turkish Airlines’ customers. After collecting the results of the survey, Internal Consistency Reliability was analysed in order to understand if the respondents’ answers are consistent among the questions. The secondary data that the theoretical framework is based upon consists of scientific and journalistic articles collected from Google Scholar and Masto-Finna online catalogue, and the official website and sustainability reports of Turkish Airlines.
As a result of this research it can be concluded that due to the increased importance and media coverage of environmental issues, airlines are faced with increasing pressure to implement actions that will contribute to sustainable business. The main finding is that most of the respondents are price-sensitive, so neither corporate image nor CSR actions can affect significantly customers’ purchasing decision.
The primary data consists of a survey among Turkish Airlines’ customers. After collecting the results of the survey, Internal Consistency Reliability was analysed in order to understand if the respondents’ answers are consistent among the questions. The secondary data that the theoretical framework is based upon consists of scientific and journalistic articles collected from Google Scholar and Masto-Finna online catalogue, and the official website and sustainability reports of Turkish Airlines.
As a result of this research it can be concluded that due to the increased importance and media coverage of environmental issues, airlines are faced with increasing pressure to implement actions that will contribute to sustainable business. The main finding is that most of the respondents are price-sensitive, so neither corporate image nor CSR actions can affect significantly customers’ purchasing decision.