The structural relationship between a low-cost carrier's service experience, corporate social responsibility, brand love, and reuse intention: The case of Southwest Airlines. (July 2022)

• Record Type: Journal Article
• Authors: Lee, Won Seok; Tang, Ruohan; Moon, Joonho; Song, Myungkeun
• Is Part Of: Journal of air transport management. Volume 102(2022)
• Publication Date: 2022-07
• Subjects: Service experience -- Corporate social responsibility -- Brand love -- Reuse intention -- Low-cost carriers; Airlines -- Management -- Periodicals; Aeronautics, Commercial -- Management -- Periodicals; 387.7068
• DOI: 10.1016/j.jairtraman.2022.102216
• Languages: English
• ISSNs: 0969-6997

Abstract

Abstract: The purpose of the study is to demonstrate the structural associations between service quality, corporate social responsibility, brand love, and reuse intention in the context of a low-cost carrier (LCC). In addition, the relationship between the airlines' CSR attributes and the above post-behavioral intentions was examined. Southwest Airlines was selected as the study subject because it has a high market share in the U.S. low-cost airline market. Amazon Mechanical Turk was used to recruit the survey participants, and 424 valid observations were ultimately used for data analysis. The results demonstrated that service experience positively affects both brand love and reuse intention. Furthermore, environmental CSR positively impacts brand love for Southwest Airlines. Finally, brand love is positively associated with reuse intention. These results could provide meaningful implications for LCC management. Highlights: This study develops low cost carrier service dimensions. This study examined the accountability of triple bottom line. Southwest case was examined. Structural relationship between service, corporation social responsibility, brand love, and reuse intention was explored.