A Study on the Impact of ESG Management of Domestic Airlines on Corporate Image and Customer Loyalty

The purpose of this study is to empirically analyze the relationship between the detailed factors of ESG management activities of major domestic airlines and corporate image, and to analyze the impact of corporate image on customer loyalty. For the empirical analysis, the survey was conducted over a period of 30 days, from August 1 to August 30, 2024, and a total of 206 responses were used for statistical analysis. To test the hypotheses, frequency analysis, reliability analysis, factor analysis, correlation analysis, and multiple regression analysis were conducted. The results of the analysis showed that the factors of ESG management activities, such as environment, society, and governance, have a positive (+) effect on corporate image, leading to the acceptance of Hypothesis I. The hypothesis that corporate image has a positive (+) effect on customer loyalty, Hypothesis II, was also accepted. This study provides both academic and practical implications for the ESG management activities of major domestic airlines.