engleski

Corporate identity, green strategy and customer perception

The purpose of the paper is to identify the features of green strategy in the content communicated on the websites and examine customer perception in this respect. Building a corporate identity that will enable customers and other stakeholders to perceive a positive corporate image is a desire and aspiration of every corporation. In the global airline industry a company’s website is the key communication channel and the core of Internet marketing. Since the level of awareness of environmental issues, global warming and limited resources has been increasing, “green strategy” represents a new way of conducting a business: it focuses on fostering new green industries by using technologies that would be the new engine for sustainable development, thereby reducing pollution and improving the quality of life. The research is focused on the civil aviation industry because it represents a growing market which includes “green performance” among its success factors, while producing 700 million tons of jet- fuel-derived carbon dioxide a year. The sample of the research includes all the airlines from the three strategic alliances for passenger traffic. The content of the airlines’ websites is analyzed in terms of the presence of the features of corporate identity, and then these elements are themselves analyzed in terms of the presence of green strategy in these features of corporate identity, by using content analysis. The research results show that the elements of green strategy contained in the corporate culture and strategy of the companies positively affect customer perception, indicating that the airlines want to protect the natural environment as well as that they are making efforts to improve customer satisfaction. The results indicate that emphasis is placed on customer driven strategy, while green strategy appears on a somewhat smaller scale, as well as that there are significant differences between the mean values of the strategic alliances with regard to the perception of environmental protection, community development, customer satisfaction, readiness to use the service and the intention to recommend.

corporate identity ; green strategy ; corporate image

Rad je objavljen online u siječnju 2016.