This paper investigates the linkages among service quality, service provider image, customer expectations,
perceived value, customer satisfaction and brand loyalty in a Dubai-based airline. Initially, the
determinants of service quality were identified utilizing the SERVQUAL framework with some modifi-
cation. Service quality was then used as an antecedent to measure customer satisfaction, a condition
which can bring about brand loyalty. In a research initiative using a quantitative approach, data from 253
questionnaires was analyzed. Using structure equation modeling, the data analysis suggests that service
quality, perceived value, and brand image have a positive significant impact on customer satisfaction,
which can in turn lead to brand loyalty. Theoretical and managerial implications are discussed