Corporate social Responsibility's impact on passenger loyalty and satisfaction in the Chinese airport industry: The moderating role of green HRM

Abstract

Corporate social responsibility has been extensively discussed and linked to the firm performance by the researchers. However, a significant research gap remains unexplored and that is measuring the association between corporate social responsibility, passenger satisfaction, and loyalty in the context of two international airports in China. This research also measures the moderating impact of green human resources management on the relationship between CSR, passengers' satisfaction, and loyalty. Data from two international airports in China were collected through a questionnaire. A total of 269 questionnaires were used for statistical analysis using Smart PLS 3.3. The findings from the statistical analysis revealed that corporate social responsibility in the airport affected passenger satisfaction and loyalty positively and significantly. Moreover, green human resource management in an airport plays a moderating role between corporate social responsibility, passengers' satisfaction, and loyalty. Overall, the study's findings enrich the literature on CSR, customer satisfaction, and loyalty, portray GHRM's role in the airport setting, and suggest practical indications for services industries. Discussions, limitations, and future recommendations are also given.