Passengers Loyalty
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Date
2023
Authors
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Journal ISSN
Volume Title
Publisher
UMT, Lahore
Abstract
Purpose: This research aims to investigate the nature and strength of the relationship between
service quality and passenger loyalty in the Pakistani airline industry. Additionally, it seeks to
explore the mediating role of passenger satisfaction and the impact of price on passenger
satisfaction and the relationship between service quality and passenger loyalty. The study also
aims to identify the key factors influencing passenger satisfaction within the Pakistani airline
industry.
Methodology: The research adopts a quantitative approach and collects data through an online
survey distributed to a random sample of passengers who have flown with Pakistani airlines in
the past year. Service quality is measured using the AIRQUAL scale, focusing on the dimensions
of airline tangibles, terminal tangibles, and empathy. The study examines the relationships
between service quality, price, passenger satisfaction, and passenger loyalty using statistical
analysis techniques.
Findings: The findings reveal positive associations between service quality and price, service
quality and passenger satisfaction, service quality and passenger loyalty, price and passenger
satisfaction, and price and passenger loyalty in the Pakistani airline industry. The analysis
indicates that passenger satisfaction mediates the relationship between service quality and
passenger loyalty. Improvements in service quality led to higher levels of passenger satisfaction,
which, in turn, results in increased passenger loyalty.
Originality/Value: This research contributes to the existing body of knowledge by examining
the relationships between service quality, price, passenger satisfaction, and passenger loyalty
within the specific context of the Pakistani airline industry. The study provides valuable insights
for airlines to enhance service quality, implement competitive pricing strategies, and foster
passenger loyalty. By understanding these dynamics, airlines can improve customer retention
and strengthen their market position in the highly competitive airline industry