Corporate reputation : a study of a national airline

Abstract

The aim of this research study was to assess the corporate reputation of a national airline, amongst two stakeholder groups, British consumers and employees. For this study corporate reputation was considered as an attitude. Two different questionnaires, for the consumers and employees, were used for the data collection. Through Ajzen's (2002) theory of planned behaviour model, this research study found that safety, good flight timings and simple ways to book a flight were the strongest factors to influence the British consumers' attitude towards the airline. This research study also found that employees' attitudes were influenced by job security, appreciation, good wages, job training and their working environment. The good working conditions factor was common across both groups. The study also attempted to understand the British participants' opinion of the national airline's website. It is concluded that being sensitive to the stakeholders' requirements will help the company to enhance its corporate reputation and reap better results for its integrated marketing efforts.