Developing Corporate Social Responsibility Strategies for Taiwan's China Airlines

摘要

Implementing corporate social responsibility (CSR) activities has become a commonplace for airlines to engage with their stakeholders and gain competitive advantages. As Taiwan's largest airline, China Airlines (CAL) has committed to incorporate CSR activities into its vision and mission for sustainable development. This paper aims to develop a new methodology to help CAL work out sustainable CSR strategies together with an effective implementation plan. With the SWOT analysis and TOWS matrix, 20 CSR strategies associated with 5 CSR goals (corporate governance, employee relations, corporate safety and customer service, environmental action, and community participation) specific to CAL's strategic goals and operational settings are identified. With expert questionnaire surveys, the analytic hierarchy process (AHP) method is used to evaluate the relative importance, feasibility and achievability of these 20 CSR strategies, and the decision-making trial and evaluation laboratory (DEMATEL) method is used to analyze their causal relationships. A new implementation planning method is proposed for categorizing the 20 CSR strategies based on their relative contribution and feasibility by incorporating the survey results of both internal and external stakeholders. The resultant planning matrix suggests that the CSR strategies in relation to airline safety and corporate governance have a high implementation priority.