The Influence of CSR and Service Experience on the Reuse Intention Among Air China Passengers: The Mediating Role of Brand Love and Customer Satisfaction

Abstract

In the environment in which competition in the aviation industry is intensifying and services are becoming increasingly homogeneous, a deep understanding of the key factors influencing passenger loyalty is beneficial for airlines to adopt more differentiated policies, thereby enabling long-term development. Exploring these dynamics within the framework of social and economic sustainability in the aviation sector, this study conducted a questionnaire survey of 375 Air China passengers. The collected data were analyzed using SEM (structural equation modeling) to investigate the relationships among service experience, corporate social responsibility (CSR), brand love, customer satisfaction, and reuse intention. The empirical results show that service experience has a significant and positive impact on both brand love and customer satisfaction. Also, CSR is key to boosting passengers’ emotional attachment and overall satisfaction. The findings also show that passengers with higher brand love and satisfaction are more likely to reuse the airline’s services. The results highlight how integrating CSR and service experience into an emotional–cognitive path serves as a strategic roadmap for securing a sustainable competitive advantage in a homogeneous market. Based on these insights, the research proposes practical managerial implications to help Air China develop sustainably and stay competitive in the long run.