Service Quality and Repurchase Intentions with Mediating Role of Customer Brand Experience in Airline Sector of Pakistan

Abstract

This study investigates the relationship between airline service quality and customer satisfaction, focusing on the mediating role of customer brand experience in Pakistan’s airline industry. Grounded in the Stimuli–Organism–Response theoretical framework, the research empirically examines how perceived service quality influences customer repurchase intentions through the mediating mechanism of customer experience. Primary data were collected from passengers of leading domestic airlines-Pakistan International Airlines, Airblue, SereneAir, and AirSial using a structured questionnaire based on validated scales. Statistical analyses, including reliability tests, correlation, regression, and mediation analysis, were conducted using SPSS version 23.0 through PROCESS Macro Hayes. Findings confirm a positive and significant relationship between service quality and repurchase intention, with customer experience partially mediating this association. The study contributes to airline marketing literature by highlighting how experiential dimensions strengthen long-term customer loyalty. It also provides managerial implications for airline executives to enhance service strategies, improve perceived value, and foster customer retention in Pakistan’s competitive aviation sector.