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 |
| Published: |
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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