The Relationship between the Airline's Social Responsibility and Brand Trust, Intention to Reuse, and Brand Citizenship Behavior

In order to improve competitiveness and achieve sustainable management in today's rapidly changing air transportation industry, it is very important for airlines to actively fulfill the various responsibilities demanded by society and adopt a management paradigm that comprehensively and voluntarily participates in solving social issues. This study aims to empirically analyze the causal relationship between the social responsibility of an airline, as perceived by its customers, and its impact on brand trust formation and repeat usage intent. To achieve this, the study measures social responsibility—which has emerged as a essential element of corporate management—across four dimensions: economic, ethical, legal, and philanthropic responsibility. This study focuses on the MZ generation, which has emerged as the main consumer group for airline services, to empirically verify the impact of social responsibility on customers' brand trust and intention to reuse in a concrete and systematic manner. This aims to expand the generalizability of existing research findings and strengthen practical applicability. This study combines empirical analysis to quantitatively reconfirm the influence of the conceptual relationships proposed in previous studies on actual consumer perceptions and behaviors, and to derive specific strategic implications necessary for airline management. This is to enhance the reliability and applicability of the research results by presenting empirical evidence reflecting actual market conditions and customer responses, going beyond mere conceptual exploration