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...