The objective of this study is to investigate the relationship between service fairness, service quality, experience quality and satisfaction in the context of airline industry in Malaysia. Specifically, this study hypothesized that: (a) service quality is positively related to experience quality in the context of airline services, (b) service fairness is positively related to experience quality in the context of airline services (c) experience quality is positively related to passengers’ satisfaction in the context of airline services, (d) experience quality mediate the relationship between service fairness, service quality, and passengers’ satisfaction in the context of airline services. Structured questionnaires will be utilized to collect data from airline passengers that will be selected through purposive sampling technique. Information related to demographic characteristics will be analyzed using descriptive analysis. Then, using data imported from Statistical Package for the Social Science program (SPSS), the proposed framework will be tested by Structural Equation Model (SEM) with the basis of Partial Least Square (PLS-SEM). It is hoped that the findings of this study will enhance the existing knowledge regarding the variables under study as well as be able to help airlines managers to develop more effective strategies to improve the quality of traveling experience.
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