In An Era Where Travellers are Spoiled for Choice, What Truly Keeps Them Coming Back to the Same Airline

The airline industry is intensely competitive, with companies constantly striving to stand out through their service quality, hospitality, and technological advancements. In this context, especially within service-based industries like airlines, building long-term customer loyalty is critical for sustainable success. This research focuses on understanding how service quality and pricing influence customer satisfaction, which in turn drives loyalty toward AirAsia Malaysia Berhad. Using the SERVQUAL, which includes five dimensions: tangibles, reliability, responsiveness, assurance, and empathy, this study examines the extent to which these factors, along with price, contribute to repeated customer preference and commitment. This study adopted a probability sampling approach, specifically using the simple random sampling technique. A total of 250 respondents were selected at random from across Malaysia using a Google Form survey distributed online. Both of the objectives, service quality (reliability) and price, are accepted for this study. However, other independent variables (tangibility, responsiveness, empathy, and assurance) do not significantly influence satisfaction. The insights gained will help AirAsia strengthen its ability to retain customers by better aligning its services and pricing with customer expectations, ultimately fostering deeper brand quality.