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The structural relationship between a low-cost carrier’s service experience, corporate social responsibility, brand love, and reuse intention: The case of Southwest Airlines

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  • Lee, Won Seok
  • Tang, Ruohan
  • Moon, Joonho
  • Song, Myungkeun

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.

Suggested Citation

  • Lee, Won Seok & Tang, Ruohan & Moon, Joonho & Song, Myungkeun, 2022. "The structural relationship between a low-cost carrier’s service experience, corporate social responsibility, brand love, and reuse intention: The case of Southwest Airlines," Journal of Air Transport Management, Elsevier, vol. 102(C).
    • Handle: RePEc:eee:jaitra:v:102:y:2022:i:c:s0969699722000370
    DOI: 10.1016/j.jairtraman.2022.102216
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