Effect of Corporate Social Responsibility Practices on Corporate Image in case of Ethiopian Airlines, Turkish Air, Egypt Air (Customers’ Perception)
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Date
2024-06-20
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A.A.U
Abstract
The purpose of this study was investigating the effect of corporate social responsibility (CSR) practices on corporate image in case of Ethiopian Airlines, Turkish Air, and Egypt Air based on customers’ perception. Explanatory research design was used to identify the extent to which the individual explanatory variables (CSR dimensions - Economic, social and environmental predicts the dependent variable (Corporate image). Data for this study were obtained from customers of Ethiopian airlines, Turkish Air, and Egypt Air. In order to meet the objective of the study the researcher used available sampling technique and respondents were live available participants. Data were collected from the total of 261 respondents, using a five-point, standard Likert scale questionnaire, and analyzed using mean, correlation and multiple regression analysis. The overall descriptive findings underscore the importance of CSR practices, particularly in social and environmental domains, for airlines seeking to enhance their reputation and competitiveness in the market. Moreover, it emphasizes the need for targeted strategies to address varying customer preferences and perceptions across different dimensions of corporate responsibility in the study area. The correlation result revealed that all the three dimensions of CSR (namely, Economic, Social, and Environmental) have a significant and positive effect on Corporate Image. Furthermore, the multiple regression result (adjusted r square) exhibited a substantial portion of the variability in corporate image, with approximately 70.4% explained variance (R Square = 0.704). Generally, in addition to extending the subject of the study to less explored regions and sectors, the results of this study provides useful input for the managers of the airlines, and other concerned stakeholders such as policy makers that are concerned with socially and environmentally responsible business practices/sustainability.