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.

    Highlights ► Taiwanese customers are generally concerned about social responsibility initiatives by airlines. ► The perceived airline social responsibility performance levels by customers are less than satisfactory. ► Airline social responsibility has a marginally significant and positive association with behavioral and attitudinal loyalty. ► Safety is found to the most important concern of customers.


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    Title :

    Customer perceptions of airline social responsibility and its effect on loyalty


    Contributors:

    Published in:

    Publication date :

    2011-01-01


    Size :

    3 pages




    Type of media :

    Article (Journal)


    Type of material :

    Electronic Resource


    Language :

    English