The impact of corporate social responsibility on airline reputation and passenger satisfaction and loyalty

Authors

Tamilla Curtis, Embry Riddle Aeronautical UniversityFollow
Scott Ambrose, Embry-Riddle Aeronautical UniversityFollow
Wilfred S. Manuela Jr., Asian Institute of ManagementFollow

Abstract

Aviation is a driving force of economic and social progress but has negative externalities such as carbon emissions and noise. This paper investigates passenger perceptions of airline corporate social responsibility and its impact on airline reputation and passenger satisfaction. Over 1,300 passenger responses were analyzed using the partial least squares model. The results indicate that the perception of corporate social responsibility influences airline reputation, customer satisfaction, and ultimately, customer loyalty. The findings suggest that focusing on corporate social responsibility initiatives leads to enhanced likeability among airline passengers above and beyond offering quality service. Moreover, likeability is the key aspect of corporate reputation that drives repurchase intent, positive word of mouth, and willingness to pay, which are important measures of customer loyalty.

Scholarly Commons Citation

Curtis, T., Ambrose, S., & Manuela Jr., W. S. (2024). The impact of corporate social responsibility on airline reputation and passenger satisfaction and loyalty. International Journal of Aviation, Aeronautics, and Aerospace, 11(4). DOI: https://doi.org/10.58940/2374-6793.1945