The direction of causality between service quality and consumer satisfaction is an important unresolved issue. There is a lack of consensus in the literature and among researchers about the causal link between the two concepts. Therefore, one of the objectives of this study is to discuss this relationship in airline services and connect these two conceptsw ith passenger loyalty. This will be a major contribution to the areao f service quality. Royal Jordanian (RJ) airline is part of the air travel market. It operates in a region where tourism is growing, also it faces a high level of competition from other airlines. One way in which RJ could remain in the market and gain more passengers is to ensure its service quality is of an extremely high standard. This is indeed one of the main challenges that faces Royal Jordanian airline. Thus, providing appropriate and convincing answers from the marketing point of view requires certain investigation and evaluation of some specific questions. These are explored in section 1-3.