Measuring and Comparing the Desired and Actual Service Quality of Pakistan International Airline

Service quality is a critical component in any company's performance. Bad service creates a lousy brand image in the eyes of customers which is difficult to remove. Pakistan International Airline (PIA), a well-known airline in Pakistan is receiving criticism from its passenger's regarding service quality. However, there are very few studies focusing on the improvement of service quality of PIA. In this research, the authors have identified the critical components of customer satisfaction with the help of Parasuraman service quality model. The authors have identified the desired and actual quality gap. The study concludes that reliability and empathy are the top most essential components of customer satisfaction. There is a significant difference in all desired and actual components of service quality. The components which PIA needs immediate improvement are its ability to provide dedicated services and better food quality during flight.