This study relates to Pakistan's domestic aviation and deals with the relationship between the quality of service and perceived quality, on passenger satisfaction and loyalty. It also brings into perspective the mediation of passenger satisfaction. The theoretical frame of reference for this study is the theory of Expectation-Confirmation, and, to gather the data, a quantitative cross-sectional design was used. For this purpose, 382 passengers were surveyed from five major airlines operating at Jinnah International Airport, Karachi. The Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to analyze the data obtained through measurements based on validated scales. Results confirm that there is a direct significant effect of both Airline Service Quality (ASQ) and Perceived Quality (PQ) on Passenger Loyalty (PL). More significantly, passenger satisfaction mediates the relationship, playing a central psychological process through which service and perceived value influence loyalty behavior. All hypothesized paths are supported in the structural model with good indicator reliability, convergent validity, and discriminant validity, according to SmartPLS metrics. This study adds to the literature on service marketing by putting global service quality frameworks in the setting of a South Asian aviation environment and by emphasizing the emotional and cognitive dimensions of loyalty. The results indicate that the airlines should not only make operational improvements but also create a more satisfying experience for passengers if they are to enhance retention. The limitations and direction for future research are discussed to guide further academic and industry inquiry.
Adnan et al. (Thu,) studied this question.