Service quality and customer satisfaction of a UAE-based airline: An empirical investigation

• The research identified a model of service quality in Dubai airline context.
• The service quality model identified six dimensionsconsidering SERVQUAL.
• SQ, PV, and BI have a significant positive impact on customer satisfaction.
• Customer satisfaction leads to brand loyalty.

This paper investigates the linkages among service quality, service provider image, customer expectations, perceived value, customer satisfaction and brand loyalty in a Dubai-based airline. Initially, the determinants of service quality were identified utilizing the SERVQUAL framework with some modification. Service quality was then used as an antecedent to measure customer satisfaction, a condition which can bring about brand loyalty. In a research initiative using a quantitative approach, data from 253 questionnaires was analyzed. Using structure equation modeling, the data analysis suggests that service quality, perceived value, and brand image have a positive significant impact on customer satisfaction, which can in turn lead to brand loyalty. Theoretical and managerial implications are discussed.