Does ethnocentrism work? Evaluating the effect of airlines service recovery strategies on airline brand equity
The study aims to investigate how corporate social responsibility (CSR), service recovery effort, severity of service failure, and ethnocentrism affect service recovery satisfaction and airline brand equity among Malaysia Airlines passengers. Additionally, it explores how ethnocentrism moderates the...
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| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
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Taylor & Francis Group
2025-12-01
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| Series: | Cogent Business & Management |
| Subjects: | |
| Online Access: | https://www.tandfonline.com/doi/10.1080/23311975.2024.2433709 |
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| author | Nor Asiah Omar Nur Aqilah Hazirah Mohd Anim Taslima Jannat Muhamad Azrin Nazri Syed Shah Alam Hafizah Omar Zaki |
| author_facet | Nor Asiah Omar Nur Aqilah Hazirah Mohd Anim Taslima Jannat Muhamad Azrin Nazri Syed Shah Alam Hafizah Omar Zaki |
| author_sort | Nor Asiah Omar |
| collection | DOAJ |
| description | The study aims to investigate how corporate social responsibility (CSR), service recovery effort, severity of service failure, and ethnocentrism affect service recovery satisfaction and airline brand equity among Malaysia Airlines passengers. Additionally, it explores how ethnocentrism moderates these effects. Using an airport intercept survey, the researchers surveyed 308 passengers from state-owned Malaysia Airlines who had experienced service failure and recovery. They then analyzed the data with PLS-SEM. The results showed that CSR and service recovery efforts significantly influenced service recovery satisfaction. Additionally, CSR, service recovery satisfaction and customer ethnocentrism significantly affected airline brand equity. Service failure severity does not significantly influence service recovery satisfaction, and customer ethnocentrism does not moderate the relationship between service failure severity and service recovery satisfaction. The empirical insights provide valuable information for policymakers and managers in the airline sector of developing countries, especially those managing state-owned airlines. The study clarifies the complexities of the relationship between service recovery efforts and brand equity and fills a gap in the literature by demonstrating the negative consequences of inadequately addressed service failures during service recovery efforts. |
| format | Article |
| id | doaj-art-85baf2f506a84cdca5a480a7c0df763b |
| institution | OA Journals |
| issn | 2331-1975 |
| language | English |
| publishDate | 2025-12-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Cogent Business & Management |
| spelling | doaj-art-85baf2f506a84cdca5a480a7c0df763b2025-08-20T01:55:34ZengTaylor & Francis GroupCogent Business & Management2331-19752025-12-0112110.1080/23311975.2024.2433709Does ethnocentrism work? Evaluating the effect of airlines service recovery strategies on airline brand equityNor Asiah Omar0Nur Aqilah Hazirah Mohd Anim1Taslima Jannat2Muhamad Azrin Nazri3Syed Shah Alam4Hafizah Omar Zaki5Faculty of Economics and Management, Universiti Kebangsaan Malaysia, Bangi, MalaysiaFaculty of Economics and Muamalat, Universiti Sains Islam Malaysia, Nilai, MalaysiaFaculty of Business and Management, UCSI University, MalaysiaFaculty of Economics and Muamalat, Universiti Sains Islam Malaysia, Nilai, MalaysiaDepartment of Marketing, College of Business Administration, Prince Sultan University, Riyadh City, Saudi ArabiaFaculty of Economics and Management, Universiti Kebangsaan Malaysia, Bangi, MalaysiaThe study aims to investigate how corporate social responsibility (CSR), service recovery effort, severity of service failure, and ethnocentrism affect service recovery satisfaction and airline brand equity among Malaysia Airlines passengers. Additionally, it explores how ethnocentrism moderates these effects. Using an airport intercept survey, the researchers surveyed 308 passengers from state-owned Malaysia Airlines who had experienced service failure and recovery. They then analyzed the data with PLS-SEM. The results showed that CSR and service recovery efforts significantly influenced service recovery satisfaction. Additionally, CSR, service recovery satisfaction and customer ethnocentrism significantly affected airline brand equity. Service failure severity does not significantly influence service recovery satisfaction, and customer ethnocentrism does not moderate the relationship between service failure severity and service recovery satisfaction. The empirical insights provide valuable information for policymakers and managers in the airline sector of developing countries, especially those managing state-owned airlines. The study clarifies the complexities of the relationship between service recovery efforts and brand equity and fills a gap in the literature by demonstrating the negative consequences of inadequately addressed service failures during service recovery efforts.https://www.tandfonline.com/doi/10.1080/23311975.2024.2433709Airlines service recoverybrand equityethnocentrismseverity of service failurecorporate social responsibilitypassenger satisfaction |
| spellingShingle | Nor Asiah Omar Nur Aqilah Hazirah Mohd Anim Taslima Jannat Muhamad Azrin Nazri Syed Shah Alam Hafizah Omar Zaki Does ethnocentrism work? Evaluating the effect of airlines service recovery strategies on airline brand equity Cogent Business & Management Airlines service recovery brand equity ethnocentrism severity of service failure corporate social responsibility passenger satisfaction |
| title | Does ethnocentrism work? Evaluating the effect of airlines service recovery strategies on airline brand equity |
| title_full | Does ethnocentrism work? Evaluating the effect of airlines service recovery strategies on airline brand equity |
| title_fullStr | Does ethnocentrism work? Evaluating the effect of airlines service recovery strategies on airline brand equity |
| title_full_unstemmed | Does ethnocentrism work? Evaluating the effect of airlines service recovery strategies on airline brand equity |
| title_short | Does ethnocentrism work? Evaluating the effect of airlines service recovery strategies on airline brand equity |
| title_sort | does ethnocentrism work evaluating the effect of airlines service recovery strategies on airline brand equity |
| topic | Airlines service recovery brand equity ethnocentrism severity of service failure corporate social responsibility passenger satisfaction |
| url | https://www.tandfonline.com/doi/10.1080/23311975.2024.2433709 |
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