BEYOND THE FLIGHT: DOES SERVICE EXCELLENCE PRECEDE SUSTAINABLE AIRLINE BRAND TRUST?

Marija Mandarić; Dejan Sekulić

doi:10.52370/TISC26440MM

Marija Mandarić University of Kragujevac, Faculty of Hotel Management and Tourism in Vrnjačka Banja, Vrnjačka Banja, Serbia
Dejan Sekulić University of Kragujevac, Faculty of Hotel Management and Tourism in Vrnjačka Banja, Vrnjačka Banja, Serbia

DOI: https://doi.org/10.52370/TISC26440MM

Keywords: perceived quality, perceived value, sustainable brand trust, airline, service excellence

Abstract

This paper aims to investigate the impact of the perceived service quality and value in airlines on building brand trust. Using a quantitative approach, data were collected from 236 customers from different airlines. The unique contribution of this study is the conceptualization of service excellence as a fundamental factor that precedes brand trust. The results highlight a strong relationship between these elements, suggesting that service delivery must go beyond functional excellence to create a lasting impact on passenger behavior. Furthermore, the study highlights the importance of the role of airlines in improving quality standards, which leads to increased perceived value and sustainable brand trust. Ultimately, the research indicates that the enhancement of the experience and the perceived quality of passengers is a major driver of long-term credibility in airlines.

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