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In An Era Where Travellers are Spoiled for Choice, What Truly Keeps Them Coming Back to the Same Airline

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This research reveals how service quality and pricing affect customer satisfaction in airlines, suggesting stronger ties to loyalty.

Service quality and price directly impact customer satisfaction, driving loyalty towards AirAsia.
Reliability emerged as a key factor influencing satisfaction among 250 respondents surveyed across Malaysia.
The study used simple random sampling with a Google Form survey to gather data effectively.
Insights suggest AirAsia can enhance customer retention by aligning services and pricing with expectations.

Horaira et al. (2025) studied this question.

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