Vol. 4, Issue 1, Part A (2022)

This study explores the impact of airline service quality on customer loyalty within the context of Indian domestic airlines. As competition intensifies in the aviation sector, understanding the factors that drive customer loyalty has become crucial for airlines aiming to enhance their market position. This research employs a quantitative approach, utilizing surveys to gather data from frequent flyers across various Indian domestic airlines. Key service quality dimensions-including reliability, responsiveness, assurance, empathy, and tangibles are analyzed to determine their influence on customer satisfaction and loyalty.
Findings indicate that service quality significantly affects customer loyalty, with reliability and responsiveness emerging as the most critical dimensions. The study also highlights the role of customer satisfaction as a mediating factor in the relationship between service quality and loyalty. Furthermore, demographic variables reveal differing perceptions of service quality, suggesting that airlines should tailor their strategies to meet diverse customer needs. This research contributes to the existing literature by providing insights specific to the Indian market and offers practical recommendations for airline management to enhance service quality and foster customer loyalty.