부산대학교 도서관

With the progress of population development and environmental change, the scarcity of natural resources is currently a major sustainability-related concern. In particular, the airline industry is facing considerable difficulties because of scarce resources, rising costs, and fierce competition; thus, maintaining a balance between sustainable development, maximum profits, and contribution to society has become a critical issue for airline companies. However, whether these sustainable marketing practices really affect consumers is still to be verified. This study clarified the definitions of sustainable marketing, relationship quality, and customer loyalty, and explored the relationships among these three factors within the airline industry. The passengers of two domestic airlines were selected to complete a survey, and structural equation modeling was used to test the goodness of fit of the research model. According to our results, the airlines' green marketing has a positive influence on social marketing and social marketing has a positive effect on trust. The effects of trust on satisfaction and satisfaction on commitment were positive significant, in turn, satisfaction and commitment both have direct effects on customer loyalty. Social marketing mediated the effect of green marketing on trust, while satisfaction mediated the effect of trust on commitment. This paper provides an integrated framework for airline companies to eventually achieve the vision of sustainable development. Some managerial suggestions are also presented to managers for improving sustainable marketing performances.