Objective: The research study aimed to investigate the prevailing competitive environment in the airline industry.By comparing the compare service quality of threedifferent airlines (PIA, Oman Airline, and Air Arabia) using the SERVPERF model.Background: Observing the competitive landmark of the airline industry, the airlines concentrate on the need to analyze the customers demands and provide services according to their demands. Method: A total of 150 customers were selected randomly to collect the data through self-administered questionnaire. The statistical reliability and validity of each questionnaire were tested through Cronbachs Alpha and factor analysis with positive responses. The research applied ANOVA, correlation, and regression to predict the results.Results: The results declared that PIA shows significant means for empathy while insignificant for tangibility, reliability, responsiveness, and assurance. Oman Airline showed a significant mean for assurance dimension of service quality while insignificant for tangibility, responsiveness, reliability, and empathy. While for Air Arabia the results declared a significant mean for tangibility, assurance, and insignificant mean for responsiveness, reliability, and empathy. Conclusion: The detailed analysis has proved that service quality in the form of tangibility, assurance, responsiveness, reliability, and empathy is the most important contributor to the satisfaction of customers of the Airline Industry.
Key words: Service Quality, Competition, Reliability, Tangibility, Responsiveness, Assurance, Empathy