ความตั้งใจในการซื้อซ้ำ: อิทธิพลของความรับผิดชอบต่อสังคมขององค์กร และการทดสอบตัวแปรส่งผ่านภาพลักษณ์ที่เป็นมิตรกับสิ่งแวดล้อมและทัศนคติลูกค้า
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การศึกษาครั้งนี้เพื่อทดสอบความสัมพันธ์ระหว่างความรับผิดชอบต่อสังคมขององค์กร ภาพลักษณ์ที่เป็นมิตรกับสิ่งแวดล้อม ทัศนคติลูกค้า และความตั้งใจในการซื้อซ้ำของลูกค้าที่ใช้บริการสายการบินแบบเต็มรูปแบบ โดยใช้วิธีการวิจัยเชิงปริมาณที่เก็บรวบรวมข้อมูลผ่านแบบสอบถามจากนักท่องเที่ยวชาวไทย จำนวน 408 คน และวิเคราะห์ข้อมูลด้วยเทคนิคการวิเคราะห์สมการโครงสร้างกำลังสองน้อยที่สุดบางส่วน ผลการศึกษาพบว่า ความรับผิดชอบต่อสังคมขององค์กรมีอิทธิพลเชิงบวกอย่างมีนัยสำคัญต่อภาพลักษณ์ที่เป็นมิตรกับสิ่งแวดล้อม แต่ไม่ส่งผลโดยตรงต่อทัศนคติของลูกค้า ในขณะที่ภาพลักษณ์ที่เป็นมิตรกับสิ่งแวดล้อมมีอิทธิพลเชิงบวกต่อทัศนคติของลูกค้า และทัศนคติของลูกค้ามีอิทธิพลเชิงบวกต่อความตั้งใจในการซื้อซ้ำ การศึกษาครั้งนี้เน้นย้ำถึงความสำคัญของการดำเนินงานที่ยั่งยืนในการสร้างความภักดีของลูกค้าและเพิ่มขีดความสามารถในการแข่งขันในอุตสาหกรรมสายการบิน ข้อเสนอแนะของการศึกษาคือ สายการบินควรให้ความสำคัญกับการสร้างภาพลักษณ์ที่เป็นมิตรกับสิ่งแวดล้อม เนื่องจากภาพลักษณ์ดังกล่าวมีผลต่อทัศนคติและความตั้งใจซื้อซ้ำของลูกค้า โดยสามารถดำเนินการผ่านกลยุทธ์การโฆษณา และการรณรงค์ทางการตลาดเพื่อสร้างการซื้อซ้ำของลูกค้าในระยะยาว
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