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Effects of Psychological Benefits of Greenness on Airlines' Customer Experiential Satisfaction, Service Fairness, Alternative Attractiveness, and Switching Intention

Frontiers in psychology, 2022-04, Vol.13, p.834351 [Peer Reviewed Journal]

Copyright © 2022 Chan, Zhang, Wang and Li. ;Copyright © 2022 Chan, Zhang, Wang and Li. 2022 Chan, Zhang, Wang and Li ;ISSN: 1664-1078 ;EISSN: 1664-1078 ;DOI: 10.3389/fpsyg.2022.834351 ;PMID: 35572321

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  • Title:
    Effects of Psychological Benefits of Greenness on Airlines' Customer Experiential Satisfaction, Service Fairness, Alternative Attractiveness, and Switching Intention
  • Author: Chan, Suk Ha Grace ; Zhang, Xiaocheng Vicky ; Wang, Yifan Betty ; Li, Zhaofeng Mason
  • Subjects: alternative attractiveness ; experiential satisfaction ; green airlines ; Psychology ; service fairness ; switching intention
  • Is Part Of: Frontiers in psychology, 2022-04, Vol.13, p.834351
  • Description: In the context of climate change, this study uncovers the role of green airlines' social responsibility in conjunction with the consumers' switching behavior while considering the effects of latent variables, including green psychology, airline corporate image, green experimental behavior, green service fairness, green alternative attractiveness and switching intention, were examined in the study. In a highly competitive service environment, an organization needs to understand how passengers perceive its corporate image, satisfaction, fairness attractiveness, and behavior of switching intention. The predicted relationship was based on partial least squares structural equation modeling of a convenience sample of 615 valid datasets collected from individuals who used green airline services in China. The findings show that the psychological benefit of greenness, only warm glow, is the main driver of airline corporate image. Furthermore, airline corporate image, green service fairness, and green alternative attractiveness support passengers' green experiential satisfaction. The evidence demonstrates that green experiential satisfaction and green alternative attractiveness have significantly positive effects on switching intention. However, green service fairness has no significant effect on green switching intention. This study contributes to the literature by understanding airline customers' perception of the complex relationship in the green constructs. This finding can help marketers facilitate and develop their external communication and craft their image to retain their existing or potential customers.
  • Publisher: Switzerland: Frontiers Media S.A
  • Language: English
  • Identifier: ISSN: 1664-1078
    EISSN: 1664-1078
    DOI: 10.3389/fpsyg.2022.834351
    PMID: 35572321
  • Source: GFMER Free Medical Journals
    PubMed Central
    ROAD: Directory of Open Access Scholarly Resources
    DOAJ Directory of Open Access Journals
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