“Moment of Truth” in Aviation Marketing—A Study on Factors that Influence the Decision Making of Customers

Nowadays, airline companies are more focused on corporate performance to maximize the value of customer relationships. In order to increase customer satisfaction and loyalty, it is crucial to handle every little aspect of the passenger experience on an airline. This research paper tried to explore the various factors which are affecting customer decisions in the aviation industry. The main objective of this paper is to evaluate the relationship between the moment of truth and quality of service through customer satisfaction. The study has been conducted in the month of January 2023 and a random sampling technique has been applied to collect the responses. The study has considered 235 respondents to test the framed hypotheses. To analyze the data SEM-PLS technique has been applied. The study resulted in that moment of truth has a positive impact on customer satisfaction. It is also revealed that customer satisfaction also depends on the quality of services provided by the company. The study concluded that moments of truth, as well as service quality, do have a positive impact on customer loyalty in the aviation industry.