Impact of Environmental CSR, Service Quality, Emotional Attachment, and Price Perception on Word-of-Mouth for Full-Service Airlines

• Main Authors: Heesup Han, Amr Al-Ansi, Xiaoting Chi, Hyungshin Baek, Kyung-Sik Lee
• Format: Article
• Language: English
• Published: MDPI AG 2020-05-01
• Series: Sustainability
• Subjects: corporate social responsibility for the environment; word-of-mouth; full-service airline; airline service quality; emotional attachment; price perception
• Online Access: https://www.mdpi.com/2071-1050/12/10/3974

This research aimed to develop a theoretical framework relating environmental corporate social responsibility (environmentally friendly business, compliance with environmental regulations, environmentally friendly products/services, environment-related mission, environmental preservation efforts), service quality, emotional attachment, and word-of-mouth in the full-service airline industry. A quantitative approach with a survey methodology was used for attaining the research goals. Our empirical findings demonstrated that environmental corporate social responsibility plays a crucial role in eliciting airline customers’ word-of-mouth, and that service quality and emotional attached have a critical mediating effect. In addition, price perception moderated the degree of the relationship strength between environmental corporate social responsibility and word-of-mouth. The salient contribution of emotional attachment to the prediction power increase of the proposed model for word-of-mouth was also uncovered. Overall, this research presents apparent understanding of airline corporate social responsibility for the environment and its role in the process of generating word-of-mouth.