The Power of Trust: Examining the Mediating Role of Customer Trust in the Link Between Service Quality and Purchase Intention Among Airline Passengers

Saudi Arabia's aviation sector has accomplished great progress within the context of its Vision 2030 program. However, there is a critical gap in the research concerning the impact of service quality on consumer purchase intentions and the underlying mechanisms driving this relationship. The current study plans to fill this gap by testing both the direct and indirect impacts of perceived service quality on purchase intentions in the framework of the Saudi airline sector, using customer trust as a mediator.The study employed survey method and the sample consisted of 400 airline passengers. The questionnaires were completed online and were previously tested for reliability and validity. The Service Quality (SERVQUAL) Scale, the Brand Trust Scale, and the Purchase Intention Scales were used.Exploratory factor analysis was practiced to the measurement tools, the factor structures were checked and validated, and the reliability analyses demonstrated consistency. Correlation and regression analyses revealed the following findings: Perceived service quality increases both customer trust and purchase intention. Perception of trust partially mediates the relationship between service quality and purchase intention. Accordingly, providing high-quality service and fostering trust are both crucial for influencing airline consumers' purchase intentions.This article examines service quality, trust, and purchase intention within the framework of Saudi Arabia's evolving aviation market. The results and recommendations are believed to offer future implications for airline management, executives, academics, and consumers.