Sustainable Marketing Strategies in Aviation: Insights From a Prisma-Based Systematic Review on Service Quality and Brand Image

The aviation industry has experienced profound transformation over the past decade, driven by technological advancements, heightened customer expectations, and global competition. This systematic review, employing the PRISMA protocol, critically examines the interplay between service quality and brand image in the airline sector. Service quality—encompassing reliability, responsiveness, assurance, empathy, and tangible evidence—emerges as a pivotal determinant of customer satisfaction and loyalty. Superior service delivery not only fosters positive passenger experiences but also strengthens brand image, which in turn enhances repurchase intentions, word-of-mouth advocacy, and competitive positioning. The literature consistently demonstrates that service quality acts as an antecedent to brand image, shaping consumer perceptions and behavioural intentions. Brand image, defined as the collective set of beliefs and associations held by consumers, significantly influences loyalty and willingness to pay premium prices. Through a systematic analysis of 131 Scopus-indexed articles, this study identifies prevailing trends, methodological approaches, and research gaps, offering valuable insights for both academics and practitioners. The findings underscore the necessity for airlines to integrate service quality improvements with strategic brand management to achieve sustainable growth. Further research is recommended to explore contextual variations and optimize the synergy between service quality and brand image in diverse market environments.