Tianjin Daxue Xuebao (Ziran Kexue yu Gongcheng Jishu Ban)/ Journal of Tianjin University Science and Technology ISSN (Online): 0493-2137 E-Publication: Online Open Access Vol:54 Issue:07:2021 DOI 10.17605/OSF.IO/B8PT2 DIFFERENTIATED SERVICES QUALITY AND SERVICE CULTURE: CUSTOMERS’ PREFERENCE IN AIR TRAVEL Irfan Ul Haque Greenwich University Email:
[email protected] Aamir Rashid Associate Professor , Head of Business Administration Greenwich University, Karachi . Email:
[email protected] Rizwana Rasheed Assistant Professor , Department of Business Administration Iqra University,Karachi Noor Aina Amirah Senior Lecturer, Faculty of Business and Management Universiti Sultan Zainal Abidin, KualaTerengganu , Malaysia Abstract The study aims to assist existing Pakistani airlines in improving their service quality by focusing on customers as a crucial success factor that has yet to be thoroughly evaluated in the airline industry. The paper creates an understanding for specific independent variables (services quality, reliability, pricing, information, communication, and technology) upon dependent variable (customer’s preference for air travel) through mediating variable of service culture. The study used the SERVQUAL Model on the theoretical part. Statistical analyses were done to analyze the relationship of independent variables with dependent variables through a mediating variable with a sample of 200 customers who traveled through domestic carriers in Pakistan. According to the findings, independent variables were positively associated to service culture and customers' preference for domestic air travel. A key limitation was approaching the respondents on daily basis to get the responses on time. The positive relation between the variables indicates that a good service culture plays an important role in changing customers’ preferences.