The Power of Trust: Examining the Mediating Role of Customer Trust in the Link Between Service Quality and Purchase Intention Among Airline Passengers

Alhanoof Abdulmajid Abdo Anaam; Tolga Türköz

doi:10.30518/jav.1775187

The Power of Trust: Examining the Mediating Role of Customer Trust in the Link Between Service Quality and Purchase Intention Among Airline Passengers

Abstract

Saudi Arabia's aviation sector has accomplished great progress within the context of its Vision 2030 program. However, there is a critical gap in the research concerning the impact of service quality on consumer purchase intentions and the underlying mechanisms driving this relationship. The current study plans to fill this gap by testing both the direct and indirect impacts of perceived service quality on purchase intentions in the framework of the Saudi airline sector, using customer trust as a mediator. The study employed survey method and the sample consisted of 400 airline passengers. The questionnaires were completed online and were previously tested for reliability and validity. The Service Quality (SERVQUAL) Scale, the Brand Trust Scale, and the Purchase Intention Scales were used. Exploratory factor analysis was practiced to the measurement tools, the factor structures were checked and validated, and the reliability analyses demonstrated consistency. Correlation and regression analyses revealed the following findings: Perceived service quality increases both customer trust and purchase intention. Perception of trust partially mediates the relationship between service quality and purchase intention. Accordingly, providing high-quality service and fostering trust are both crucial for influencing airline consumers' purchase intentions. This article examines service quality, trust, and purchase intention within the framework of Saudi Arabia's evolving aviation market. The results and recommendations are believed to offer future implications for airline management, executives, academics, and consumers.

Keywords

Ethical Statement

Approval for this research was authorized by the Social and Human Sciences Ethics Committee Commission (Istanbul Aydin University) under decision number E-88083623-020-147790, dated February 25, 2025.

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Details

Primary Language

English

Subjects

Air Transportation and Freight Services

Journal Section

Research Article

Authors

Alhanoof Abdulmajid Abdo Anaam
0009-0008-3270-6426
Türkiye

Tolga Türköz ^*
0000-0002-0805-0219
Türkiye

Early Pub Date

October 22, 2026

Publication Date

October 25, 2026

Submission Date

September 2, 2025

Acceptance Date

October 13, 2026

Published in Issue

Year 2026 Volume: 10 Number: 3

DOI

https://doi.org/10.30518/jav.1775187

IZ

https://izlik.org/JA42NK98CU

Cite

RIS / Bibtex

APA

Anaam, A. A. A., & Türköz, T. (2026). The Power of Trust: Examining the Mediating Role of Customer Trust in the Link Between Service Quality and Purchase Intention Among Airline Passengers. Journal of Aviation, 10(3), 497-508. https://doi.org/10.30518/jav.1775187

AMA

1.Anaam AAA, Türköz T. The Power of Trust: Examining the Mediating Role of Customer Trust in the Link Between Service Quality and Purchase Intention Among Airline Passengers. JAV. 2026;10(3):497-508. doi:10.30518/jav.1775187

Chicago

Anaam, Alhanoof Abdulmajid Abdo, and Tolga Türköz. 2026. “The Power of Trust: Examining the Mediating Role of Customer Trust in the Link Between Service Quality and Purchase Intention Among Airline Passengers”. Journal of Aviation 10 (3): 497-508. https://doi.org/10.30518/jav.1775187.

EndNote

Anaam AAA, Türköz T (October 1, 2026) The Power of Trust: Examining the Mediating Role of Customer Trust in the Link Between Service Quality and Purchase Intention Among Airline Passengers. Journal of Aviation 10 3 497–508.

IEEE

[1]A. A. A. Anaam and T. Türköz, “The Power of Trust: Examining the Mediating Role of Customer Trust in the Link Between Service Quality and Purchase Intention Among Airline Passengers”, JAV, vol. 10, no. 3, pp. 497–508, Oct. 2026, doi: 10.30518/jav.1775187.

ISNAD

Anaam, Alhanoof Abdulmajid Abdo - Türköz, Tolga. “The Power of Trust: Examining the Mediating Role of Customer Trust in the Link Between Service Quality and Purchase Intention Among Airline Passengers”. Journal of Aviation 10/3 (October 1, 2026): 497-508. https://doi.org/10.30518/jav.1775187.

JAMA

1.Anaam AAA, Türköz T. The Power of Trust: Examining the Mediating Role of Customer Trust in the Link Between Service Quality and Purchase Intention Among Airline Passengers. JAV. 2026;10:497–508.

MLA

Anaam, Alhanoof Abdulmajid Abdo, and Tolga Türköz. “The Power of Trust: Examining the Mediating Role of Customer Trust in the Link Between Service Quality and Purchase Intention Among Airline Passengers”. Journal of Aviation, vol. 10, no. 3, Oct. 2026, pp. 497-08, doi:10.30518/jav.1775187.

Vancouver

1.Alhanoof Abdulmajid Abdo Anaam, Tolga Türköz. The Power of Trust: Examining the Mediating Role of Customer Trust in the Link Between Service Quality and Purchase Intention Among Airline Passengers. JAV. 2026 Oct. 1;10(3):497-508. doi:10.30518/jav.1775187