“…Explore how firm characteristics could impact investment in sustainability and vice versa. Study Abdi et al ( 2021 ); Rambaud et al ( 2021 ); Rotaris et al ( 2020 ); Abdi et al ( 2020 ), Racine et al ( 2018 ), Shaari et al ( 2020 ), Sonnenschein and Smedby ( 2018 ), Goding et al ( 2018 ), Choi and Ritchie ( 2014 ), Nicolau and Santa-María ( 2012a ), Nicolau and Santa-María ( 2012b ), Azar and Johansson ( 2012 ), Lu and Shon ( 2012 ), Kang et al (2010), MacKerron et al ( 2009 ), Baarsma and Lambooy ( 2005 ), Lee and Moon ( 2018 ), Choi et al ( 2018 ), Karaman et al ( 2018 ), Kim et al ( 2017 ), Lee et al ( 2017 ), Moon et al ( 2016 ), Choi ( 2014 ), Suksmith and Nitivattananon ( 2015 ), Kauffman et al ( 2015 ), Carpentier and Suret ( 2015 ), Jou and Chen ( 2015 ), Schipper et al ( 2001 ), Clarke et al ( 1999 ), Corte and Gaudio ( 2014 ), Schipper et al ( 1998 ). |
Topic area Customer relationship and marketing |
Impact variable Marketing productivity, demand type price sensitivity, security policy, willingness to pay (WTP) for business class seats, social media word-of-mouth (WOM), financial value of the frequent flyer members, third party customer complaints, passengers’ valuations on airline service attributes using stated preference analysis, |
Method Survey, finite mixture structure individuals, panel data |
Main finding Dynamic marketing productivity (DMP) : It is argued that DMP could potentially offer some competitive advantage for an airline. |
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