Airline CSR and Quality Attributes as Driving Forces of Passengers’ Brand Love: Comparing Full-Service Carriers with Low-Cost Carriers

Soojung Kim and Jinsoo Hwang ()
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Soojung Kim: Department of Tourism and Convention, Pusan National University, Busan 46241, Republic of Korea
Jinsoo Hwang: The College of Hospitality and Tourism Management, Sejong University, Seoul 143747, Republic of Korea

Sustainability, 2023, vol. 15, issue 9, 1-14

Abstract: Consumers’ increased awareness of social and environmental issues encourages airlines to implement corporate social responsibility (CSR); however, the effectiveness of CSR according to airline type remains unclear. This study examines the roles of CSR and service quality in enhancing passengers’ brand love in the airline industry and explores the moderating role of airline type on the CSR–brand love and service quality–brand love relationships. To test the theoretical model, we conducted a web-based survey with 426 participants who were knowledgeable about the CSR activities of the airline companies that they had recently used. Based on the survey responses, the structural equation modeling results revealed the salient roles of both CSR and service quality in creating passengers’ brand love, which, in turn, significantly contributed to positive word of mouth. Moreover, airline type significantly moderated the effect of airlines’ CSR on brand love. Based on these findings, we provide academic implications and practical strategies by airline type.

Keywords: corporate social responsibility; service quality; brand love; word of mouth; full-service carrier; low-cost carrier; airline type; airline industry (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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