Customer perceptions of airline social responsibility and its effect on loyalty

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. (C) 2011 Elsevier Ltd. All rights reserved.