Perceptions of Social Responsibility Affecting to Loyalty of Low-cost Airline Customers in Thailand
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Abstract
Social responsibility It is something that business sectors around the world are interested in. Although the low-cost airline business is a social business (CSR in process) that is important in improving the quality of life, facilitating travel which results in the growth of the overall economic supply chain. But on the other hand, the airline business is a business that affects the environment. Therefore, the policy of social responsibility is important in running a business that must be done in conjunction with income-earning activities. and sustaining the business by increasing the number of loyal customers.
The study aims to 1) describe the general conditions of perceptions of social responsibility affecting to loyalty of low-cost airline customers in Thailand, and 2) to study the impact of perceptions of social responsibility affecting to loyalty of low-cost airline customers in Thailand. The sample group used in the research was 404 low-cost airline users, statistics used 1) Descriptive statistics include frequency values, percentages, mean and standard deviations, and 2) Deductive statistics to test hypotheses using multivariate regression analysis statistics.
The study found that 1) the sample group was responsible for social marketing, focusing on social issues, promoting social issues, donating to charity, volunteering and doing social responsibility, respectively. All variables were distributed close to the normal curve, but were highly inclined to value. 2) Recognizing social responsibility policies, marketing, social issues, and marketing are focused on solving social problems, donating to charity. As well as volunteering to help the community significantly contribute to the loyalty of cost airlines at .05 level. The four independent variables together explain 41% of the influence of social responsibility on the loyalty of cost airlines.
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