Abstract This study aimed to examine the impact of brand personality on the satisfaction of Saudi travelers and to investigate the mediating role of customer experience in Saudi airlines. Brand personality was treated as the independent variable, customer satisfaction as the dependent variable, and customer experience as the mediating variable. The study adopted a causal descriptive research design and employed a quantitative approach. The study population comprised customers of the three Saudi airlines: Saudi Arabian Airlines, Flynas, and Adele Airlines, with an expected population size of approximately 35 million passengers by 2024. A sample of 385 passengers was selected using stratified random sampling. The findings revealed a moderate and statistically supported relationship between brand personality and customer satisfaction. In addition, strong and statistically significant relationships were identified between customer experience and customer satisfaction, as well as between brand personality and customer experience. The results also confirmed that customer experience plays a moderately supported mediating role in the relationship between brand personality and traveler satisfaction. Based on these findings, the study proposed several marketing and communication strategies to enhance brand personality, improve customer experience, and increase customer satisfaction within the Saudi airline sector.
AMMAR et al. (Tue,) studied this question.