An Empirical Study Of Airline Cause-related Marketing Affecting Customer Loyalty

Customer loyalty is an important factor to ensure the sustainable development of the company,and a good social image of the company will have a positive impact on customer loyalty.Therefore,in order to gain economic benefits while winning customer loyalty,the airline begins to pay attention to a new type of marketing model-cause-related marketing.It firstly analyzes the airline’s cause-related marketing dimension based on the characteristics of civil aviation customers,such as matching degree,activity type and input degree,and constructs reaction airline cause-related marketing based on the research paradigm of “perception-emotion-behavior”.The theoretical model of the logical relationship between customer perception,guilt appeal and customer loyalty,and then put forward research hypotheses.Finally,it uses statistical methods to empirically analyze relevant data and discuss relevant empirical results.Finally,the countermeasures and suggestions for airlines to implement cause-related marketing are put forward.It summarizes and condenses:First,airlines should incorporate cause-related marketing into their marketing strategies and combine them with airline frequent flyer programs as an important means of enhancing customer loyalty and achieving sustainable corporate development.Second,the airline’s good combination of marketing strategy and promotion strategy,closely combined with corporate characteristics,fully leverage social hot events.Third,combine the cause-related marketing with the airline service marketing strategy,pay attention to the psychological needs of customers’ self-improvement,and improve the marketing effect of good cause.Fourth,airlines can enhance customer acceptance of cause-related marketing by emphasizing customer sinful appeals and emotions,and enhance the airline’s social image,thereby enhancing customer loyalty.