Customer perceptions of airline social responsibility and its effect on loyalty

Customer perceptions of airline social responsibility and its effect on loyalty

Journal: Air Transport Management

Author: Fang-Yuan Chen, Yu-Hern Chang, Yi-Hsin Lin

Published: 2012

Abstract

This study examines customer knowledge and opinions of airline social responsibility and explores the relationship between it and customer loyalty in the Taiwanese airline market. It is found that customers are concerned about social responsibility initiatives by airlines but the perceive its performance levels less than satisfactory. Hierarchical regression analyses show that, when relationship quality is controlled for, airline social responsibility has a marginally significant and positive association with behavioral and attitudinal loyalty.

Keywords: Corporate social responsibility, Airline social responsibility, Customer loyalty, Relationship quality

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