ENVIRONMENTAL CORPORATE SOCIAL RESPONSIBILITY IN PAKISTAN AVIATION INDUSTRY AND ITS IMPACT ON BRAND IMAGE AND CUSTOMER LOYALTY
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Date
2021
Journal Title
Journal ISSN
Volume Title
Publisher
UMT, Lahore
Abstract
Purpose of Study – The sole purpose of this research thesis is to find and analyze the CSR
responsibility of Pakistan aviating industry and how it impacts brand image and customer
loyalty among consumers. CSR is an emerging concept in Pakistan and many industries are
working on it including Pakistan industries and aviation industry is from one of them.
Design - Online survey was being conducted and data was collected from a total 442
respondents. Two questionnaires were made. One for ECSR, because the population for the
ECSR were people of a particular aspect, they were the people who were on the position of
making policy and implementation in operations, in an organization.
Findings - This study was set to find the effect of Environmental Corporate Social
Responsibility (ECSR) on Customer Loyalty (CL) and Brand Image (BI). And Brand Image
effect on Customer Loyalty. Study found out that the ECSR had no effect whatsoever on the
Customer Loyalty and Brand Image, the reliability analysis of the variables showed that the
inter-item correlation is un-acceptable. . The Brand Image affected the CL to moderate
extent. The effect was moderate.
Research Limitations – This research has limitation that due to ongoing Corona-Virus
Pandemic, Researcher were unable to physically administer questionnaire and see if the
respondent answered carefully reading the questionnaire or not. This lead to the output of this
study being poor and data was rendered unreliable. The Variables involved in this stud were
not affecting each other much. This was because there were no practically proven thing that
will support that the industry is implementing ECSR aspects or in process of implementing.
Practical implications – Found out that in Pakistan Aviation Industry if the corporations like
Airline and other stake-holder start to practice ECSR that might possibly positively affect CL
and BI, rendering the organizations more business. But the indicators were showing poor
relations in this regard.
Theoretical implication – The study finding offer very valuable addition to the already stack
of knowledge and awareness about the existing level of ECSR implementation in the
industry. This study will help future researchers to consider and remove the limitations of this
study.
Key Words – Environmental corporate Social Responsibility in Pakistan, Pakistan Aviation
Industry, Customer Loyalty, Brand Image.