Organizations today are becoming customer oriented due to increased
competition. The goal of services providers is to develop services
which attract and keep customers who are satisfied, loyal and speak
well of the organization. The nature of services makes the
evaluation of service quality subject of many researches. But
evaluating service quality of airlines was not much studied. The
aim of this research is to find out the dimensions of service
quality for airlines and using them to evaluate the service quality
of Pakistan International Airlines (PIA). Further the research
finds the relationship between the service quality provided by PIA
and their customer satisfaction. The data collected through a
questionnaire was analyzed via factor analysis, regression
analysis, correlation analysis and hypotheses test. The results of
the survey suggest that there is a direct relationship between all
the service quality dimensions (Reliability, Comfort, Personal
attention, Physical features) and the service quality. A strong and
significant relationship was also found between the service quality
and customer satisfaction.
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