earticle

영어

This paper explores how customers' perceptions of firms' corporate ability and corporate social responsibility(CSR) determine brand attachment and repurchase intention as users of major airlines services in Korea. Specifically it proposes a model where corporate ability and CSR positively determine switching costs, brand attachment and repurchase intention. It also proposes that brand attachment determines switching cost and repurchase intention. To test this model, structural equation modelling is employed on a sample of 300 customers who experienced major airline boarding more than 1 time. Results show that corporate ability contributes to achieving not switching cost, but brand attachment and repurchase intention and that CSR activities contribute to achieving not switching cost and repurchase intention, but brand attachment. Based on these results, theoretical and managerial implications and limitations of findings are discussed.