The underlying aim of this research article is to gain insights into prevailing level of the service quality of Pakistan International Airline (PIA). Service Quality of any airline is an established forerunner of passenger satisfaction and passenger loyalty. Passengers’ and front line employees’ perceptions on various dimensions of the service quality were obtained through self-administered questionnaires and the factors antecedents to passenger loyalty were determined. The key findings of the research confirm that PIA service quality is near to average which shows a waning state of its passenger satisfaction and loyalty. The Research not only enriches the existing literature in services marketing and consumer behavior rather it also contributes in facilitating PIA administration in their efforts to rebuild their customer relationship thereby repositioning airline in its strategic group.
Keywords: Service Quality, Competitiveness, Pakistan international airline