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Effects of Service Quality, Corporate Image, and Customer Trust on the Corporate Reputation of Airlines

2019; Multidisciplinary Digital Publishing Institute; Volume: 11; Issue: 12 Linguagem: Inglês

10.3390/su11123302

2071-1050

Hak Jun Song, Wenjia Jasmine Ruan, Yunmi Park,

Digital Marketing and Social Media

With the continuously increasing demand for air travel, competition among airlines has increased as well. The purpose of this study is to examine empirically the causal relationships among the perceived service quality, corporate image, customer trust, and corporate reputation of Asiana Airline in South Korea using SERVQUAL measures. An onsite survey of Korean passengers was conducted. The results of this study reveal that responsiveness and reliability of service quality significantly affect corporate image and customer trust, whereas tangibles, empathy, and assurance of service quality are not significant antecedents of corporate image and customer trust. It is also found that corporate image and customer trust significantly affect corporate reputation. Based on these findings, theoretical importance and practical implications are discussed in this paper.