Role of Brand Image, Service Quality, and Digital Marketing in Enhancing Airline Customer Loyalty: A Survey-Based Analysis

Abstract

This research examines the impact of brand image, service quality, and digital marketing on customer loyalty in Pakistan's airline business. A survey-based technique was utilized to gather data from 900 airline passengers, concentrating on their impressions of these critical aspects. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to investigate the direct and indirect interactions between the variables. The results suggest that brand image and service quality have a considerable effect on consumer loyalty, with service quality having the most influence. Additionally, customer satisfaction mediates the link between service quality and loyalty, while customer engagement mediates the influence of digital marketing on loyalty. The findings emphasize the necessity of developing a strong brand image, providing high-quality service, and using successful digital marketing techniques to improve customer happiness and engagement, eventually leading to improved customer loyalty. These results give useful information for airline marketers and management looking to increase client retention in a highly competitive sector. The research emphasizes the need of a comprehensive strategy that includes brand management, service enhancements, and digital marketing strategies in order to create long-term client loyalty.