Ko Sung-Hoon, Choi Yongjun, Kim Jongsung
Graduate School of Education, Kyonggi University, Suwon, South Korea.
College of Business Administration, Hongik University, Seoul, South Korea.
Front Psychol. 2021 Jul 8;12:687155. doi: 10.3389/fpsyg.2021.687155. eCollection 2021.
The purpose of this study is to examine the effect of compassion experienced by low-cost carriers customers on their brand attitudes. Specifically, this study aims to unbox the mechanisms through how the customers' experiences of compassion influence the formation of positive brand attitudes. Using the data from 423 low-cost carriers customers in South Korea, this study found that the more low-cost carriers' customers experience compassion, the more positive their brand attitudes are toward the low-cost carriers. Notably, this study demonstrated that the positive relationship between compassion and brand attitudes is serially mediated by positive emotion and positive brand image. The results from this study contribute to the literature on the airline industry by examining the roles of compassion, which is relatively new to the field, and also provide practical insights for a low-cost carrier to come up with competitive strategies to achieve a competitive advantage over its competitors in the industry.
本研究的目的是考察低成本航空公司顾客所体验到的同情对其品牌态度的影响。具体而言，本研究旨在揭示顾客的同情体验如何影响积极品牌态度形成的机制。通过使用来自韩国423名低成本航空公司顾客的数据，本研究发现，低成本航空公司的顾客体验到的同情越多，他们对低成本航空公司的品牌态度就越积极。值得注意的是，本研究表明，同情与品牌态度之间的正向关系是由积极情绪和积极品牌形象依次中介的。本研究的结果通过考察同情（该领域相对较新的因素）的作用，为航空业的文献做出了贡献，同时也为低成本航空公司提出竞争策略以在行业中超越竞争对手获得竞争优势提供了实践见解。
