Browsing by Author "Mehreen Maryam"

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    Examining the link between perceived service quality, customer satisfaction, and patriotism
    (UMT.Lahore, 2020-08-27) Mehreen Maryam
    The quality of services in airline industry plays a significant role to promote customer’s satisfaction. However, contextual factors may affect this relationship which needs to be investigated. The core purpose of this study is to investigate the effect of perceived service quality on customers’ satisfaction among the passengers of the Pakistan International Airline (PIA). The study also explores, by using social exchange theory, how customers’ patriotic feelings affect their perceptions of quality, and the way quality perceptions determine their satisfaction level. Data was collected from 167 PIA customers by using a structured, self-administered online questionnaire.The results suggest a substantial difference among the customers’ perceptions regarding service quality due to their level of patriotism (i.e. love for Pakistan). Service quality has a statistically significant effect on customer’s satisfaction level, and patriotism moderates the relationship between service quality perception and satisfaction of PIA customers. Specifically, the finding suggests that the presence of higher level of patriotism among PIA customers helps to further enhance the impact of service quality on customers’ satisfaction. This study contributes to theory and practice of customer satisfaction and service quality by using offering patriotism as a potential boundary condition.