Abstract
The study focuses on the sympathetic activation of service quality attributes on customer
loyalty of the passengers/customers of the Pakistan Internal Airline (PIA). The data were
collected from the passengers of PIA from the four major airports located in the diverse
location of Pakistan. The research tests the hypothesis that the service quality is positively
related to the customer satisfaction. The sample of 394 passengers was administered with
two sets of questionnaire seeking their responses on service quality attributes of the
airline and perceived level of their loyalty towards the airline. The reliability and the
validity of the instrument was tested with the help of Cronbach’ Alpha and Confirmatory
Factor analysis. Prior to the multiple regression analysis the data were tested for multicollinarity, Durban test and Levene’s test in order to ensure normality and
Hom’/oscedasticity of the data. One way ANOVA employed to measure the difference
between mean of service quality and loyalty of passengers of PIA Karachi, Lahore, and
Islamabad. The statistical analysis of the data was conducted via utilizing two of statistical
software’s i.e. SPSS and Liseral. The finding of the study reveals that expected service
quality attributes, i.e. (tangibility, reliability, responsiveness and empathy) has a significant
effect on customer loyalty. Whereas, service quality attributes, i.e. (assurance) is found as
the insignificant predictor of customer loyalty of PIA passengers, therefore, the
management of the Airline shall take measures to significantly improve its assurance to
the passengers with regards to its safety, security, and punctuality.
