Abstract
This study explores activities in corporate social responsibility (CSR) and their effects on corporate reputation in the airline service industry. It also proposes two factors of customer attitude and satisfaction, as moderators between corporate reputation and CSR. Using data of 967 airline service users and structural equation modeling, the study finds that higher degree of economic responsibility results in improved customer attitude and satisfaction. Moreover, while environmental responsibility has notable effects on customer attitude and satisfaction, corporate reputation is significantly determined by customer attitude and satisfaction. The study presents limitations and suggestions based on its findings and implications.
1. Introduction
Within the recognition of corporate social responsibility (CSR) as a key issue in corporate management activities (Baumgartner, 2014), many studies explored its effects on the outcomes of corporations engaged in services or manufacturing and on consumer perceptions (Dutta and Singh, 2013). This indicates that the effects of CSR on customer attitude and perspectives have become one of the hottest research topics in related research areas (Costa and Menichini, 2013).
6. Conclusion
Corporate reputation has recently become one of the most competitive strategic components for success in competitive markets (Kim et al., 2018; Weigelt and Camerer, 1988). Moreover, as airline companies provide services across the world, the importance of corporate reputation has escalated (Ding et al., 2015). This study explores the influences of CSR on corporate reputation in the airline service industry and presents several academic and practical implications.
