항공사의 전략적 CSR 활동 탐색 및 객실승무원의 반응에 미치는 효과

Abstract

This study extracted sub-dimensions of strategic corporate social responsibility (CSR) in the airline industry by reconstructing Carroll's traditional CSR model. It also looked into the impact of strategic CSR on affective commitment and organizational citizenship behavior (OCB), as well as the relationship between the two from the perspective of flight attendants. The moderating role of person-organization fit was confirmed in the effect of strategic CSR on affective commitment and OCB. An empirical survey was conducted by distributing questionnaires to flight attendants in South Korea to test the current study's hypotheses. The data collected from 325 flight attendants was statistically analyzed. The study discovered that three strategic CSR activities were elicited in airlines, namely pro-environmental activities, community development and donation, and consumer protection, based on the analysis results. Both flight attendants' affective commitment and organizational citizenship behavior were significantly influenced by the airline's strategic CSR. The results of the moderating variable analysis revealed that the effect of strategic CSR on affective commitment differed depending on the person-organization fit, but not on organizational citizenship behavior. The research model used the innovative concept of strategic CSR, which was developed in comparison to Carroll's CSR model, implying that employees perceive the authenticity of CSR more strongly when airlines act through strategic CSR rather than traditional CSR.