Organizations today are becoming customer oriented due to increased competition. The goal of services providers is to develop services which attract and keep customers who are satisfied, loyal and speak well of the organization. The nature of services makes the evaluation of service quality subject of many researches. But evaluating service quality of airlines was not much studied. The aim of this research is to find out the dimensions of service quality for airlines and using them to evaluate the service quality of Pakistan International Airlines (PIA). Further the research finds...