Perceptions of Social Responsibility and Loyalty of Low-cost Airline Customers in Thailand
Keywords:
Perception of Social Responsibility, Customer Loyalty, Low-cost AirlinesAbstract
Corporate Social Responsibility means that a business takes into consideration the benefits of all societal aspects: people, community and environment under the principles of ethics and good management in business operations. Moreover, social responsibility has been adopted as an important compulsory policy in every industry especially the low-cost airlines in Thailand. At present, it is vital to make a PR to the passengers and stakeholders about the corporate social responsibility. This is a marketing tool that would make low cost airlines in Thailand sustainable and successful. Besides, it is an important factor in promoting the passenger loyalty to low-cost carriers.
Therefore, low-cost airlines in Thailand should focus on corporate social responsibility (CSR) in the area of support and assistance to society on a regular basis or processing social responsibility in three aspects: economy, society and environment. It is the social responsibility of a business in the process by which the business organization integrates social responsibility into the overall corporate policy, participating in both community development and environmental preservation to create a more positive attitude
towards low-cost airlines. If a business is able to do so, the service recipients will be aware of its social responsibility. This will help foster loyalty, increase competitiveness, reduce the cost of acquiring new service recipients, generate stable income, and create sustainability for the business in the long term.
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