In An Era Where Travellers are Spoiled for Choice, What Truly Keeps Them Coming Back to the Same Airline

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Research reveals that service quality and pricing drive customer satisfaction in AirAsia, indicating pathways to enhance loyalty.

Service quality significantly impacts customer satisfaction and loyalty toward AirAsia.
Reliability emerged as a key factor, while other dimensions of service quality showed no significant influence.
Using a simple random sampling method, 250 respondents were surveyed across Malaysia.
Results highlight the importance of aligning service and pricing with customer expectations for better retention.

Horaira et al. (2025) studied this question.

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