航空公司所創造的價值在全球運輸經濟扮演關鍵的角色，但隨著航空業的快速發展，其對環境所帶來的負面破壞亦不容小覷，因此綠色航空的議題格外需要得到關注，以達到維護環境與航空業營運之間的平衡。回顧研究可知，企業形象、顧客滿意度與顧客忠誠度的相關探討絡繹不絕，然而涉及綠色或環境問題的研究則相對稀缺。有鑑於此，本研究以航空公司的綠色實踐為出發，再連結綠色企業形象、綠色顧客滿意度，進而促進綠色顧客忠誠度之目標，值得一提的是，綠色企業形象、綠色顧客滿意度在綠色實踐對於綠色顧客忠誠度之間的關係能否具備中介效果亦為本研究重點。
本研究以2017-2022時間內曾經搭乘過航班的旅客為對象，以網路問卷進行蒐集資料，並在進行正式施測前，先進行問卷預試，正式問卷共回收404份有效問卷。本研究採用敘述統計、信度分析、驗證性因素分析與結構方程模式等統計技術檢驗研究假設。
本研究結果顯示：(一)綠色實踐對綠色企業形象有正向顯著影響。(二)綠色實踐、綠色企業形象對綠色顧客滿意度皆有正向顯著影響。(三)綠色實踐、綠色企業形象、綠色顧客滿意度對綠色顧客忠誠度皆有正向顯著影響。(四)綠色企業形象在綠色實踐與綠色顧客滿意度具有顯著中介效果。(五)綠色企業形象、綠色顧客滿意度在綠色實踐與綠色顧客忠誠度之間具有遠程中介效果。
最後本研究針對航空公司在綠色管理作為提出相關的建議，開創與環境共生共榮之永續航空產業。
The value created by airlines plays a key role in the global transportation economy. With the rapid development of the airline industry, the negative impact on the environment should not be underestimated. Therefore, the issue of green aviation needs special attention to maintain a balance between the environment and airline operations. Literature review indicated that there are many studies on corporate image, customer satisfaction and customer loyalty, but relatively few studies on green or environmental issues. In view of this, this study takes the green practices of airlines as the starting point, and then connects green corporate image and green customer satisfaction to promote the goal of green customer loyalty. In addition, whether green corporate image and green customer satisfaction have mediation effects between green practices and green customer loyalty is also the focus of this study.
This study used online questionnaires to collect data from passengers who had flown during 2017-2022. A pilot study was conducted before the formal survey to improve the quality of the questionnaire. The study collected 404 valid questionnaires. The data was analyzed by descriptive statistical analysis, reliability analysis, confirmatory factor analysis, and structural equation modeling to verify the research hypotheses.
The result of the study showed that : (1) Green practices had significant positive effects on Green corporate image； (2) Green practices, Green corporate image had significant positive effects on Green customer satisfaction；(3) Green practices, green corporate image, Green customer satisfaction had significant positive effects on Green customer loyalty；(4) Green corporate image has a mediating effect between Green practices and Green customer satisfaction；(5) Green corporate image, Green customer satisfaction have long distance effect between Green practices and Green customer loyalty.
Finally, this study proposes some recommendations for the improvement of green management to enable airlines to become sustainable industries that share prosperity with the environment.
