۱- Introduction

۲- Literature review

۳- Method

۴- Results

۵- Discussion

۶- Conclusion

References

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.

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). Of the various aspects of customer attitude and perspectives, perceived corporate reputation is one of the most significant antecedents for firm success in competitive markets (Keh and Xie, 2009), including various service areas. Therefore, numerous scholars have explored the motivations and hindrances significantly associated with corporate reputation in services such as airlines (Dijkmans et al., 2015), telecommunication (Srivastava and Sharma, 2013), banking (Bouvain et al., 2013), and retailing (Nguyen and Leblanc, 2001). Many scholars have explored the key factors of corporate reputation in airline services (Chong, 2007). Among potential factors, they have extensively investigated customer attitude, satisfaction, and relationship with corporate reputation (Park et al., 2005). However, CSR activities are not considered a significant motivation for success in airline services. This indicates the lack of careful examination of the impacts of CSR plans and practices on corporate reputation in the airline industry, and that few empirical approaches have examined the significance of the relationship between corporate reputation, customer attitude and satisfaction, and CSR initiative. Thus, this study examines the concepts of CSR, customer attitude and satisfaction as core antecedents of corporate reputation in airline services. It investigates the impacts of CSR on corporate reputation through customer attitude and satisfaction in airline services. In brief, while the elements of CSR initiative affect customer attitude and satisfaction, customer attitude and satisfaction in turn affect corporate reputation. Thus, customer satisfaction and attitude play mediate the connection between CSR and corporate reputation. Thus, the current study addresses the following research question (RQ). RQ: What are the impacts of CSR on corporate reputation through customer attitude and satisfaction? In order to address this research question, Section 2 shows a literature review of corporate reputation, customer satisfaction and attitude, and CSR, with related hypotheses. Section 3 presents a summary of the study methodology. Section 4 examines the results. Lastly, Section 5 summarizes the research model, and presents the findings and implications.