The impact of sustainability-driven and artificial intelligence-based personalisation on customer loyalty at South Asia-based airlines

Bilal, Muhammad and Usman, Wajahat and Gilani, Sayed Abdul Majid and Tangri, Kiran and Lihe, Raymond and Armosh, Firas and Tantry, Ansarullah (2026) The impact of sustainability-driven and artificial intelligence-based personalisation on customer loyalty at South Asia-based airlines. Discover Sustainability. ISSN 2662-9984

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Abstract

The global aviation industry is rapidly switching to AI-based service systems, which leads to an important research question about the effectiveness of Western digital adoption frameworks in explaining the sustainable behaviour of distressed state-owned enterprises (SOEs) that operate in developing countries. Therefore, the aim of this study is to investigate the impact of sustainability-driven and AI-based personalisation on passenger loyalty at Pakistan International Airlines (PIA) while examining the role of digital trust and the impact of geocultural privacy issues on the relationship between them. The research is based on a survey consisting of a sample of 128 Pakistan International Airlines (PIA) passengers. The data analysis was conducted using Pearson bivariate correlation and hierarchical multiple regression methods in SPSS software. The findings indicate that passengers who perceive AI technology as beneficial experience higher levels of satisfaction with their travel experience. Digital trust functions as the mandatory partial mediator which transforms functional digital utility into repeat purchase intention, whereas higher privacy concerns produce a statistically significant negative moderating effect that establishes a geocultural Privacy Paradox specific to the South Asian market context. Conclusively, the study results support a combined TAM–Brand Trust theoretical model, which provides strategic recommendations for implementing AI-driven and sustainability-influenced personalisation methods. In terms of implications, the findings may influence policymakers in formulating policies aligned with the Sustainable Development Goals of 9, 11 and 12. The findings may act as a guide for other businesses in the transport industry to better navigate challenging and hostile environments.

Item Type:	Article
Identification Number:	10.1007/s43621-026-04263-w
Dates:	Date Event 27 July 2026 Accepted 2 August 2026 Published Online
Uncontrolled Keywords:	Artificial Intelligence; Commercial Airline Industry; Customer Loyalty; South Asia.
Subjects:	CAH17 - business and management > CAH17-01 - business and management > CAH17-01-02 - business studies
Divisions:	Business School > Management, Business and Marketing
Depositing User:	Gemma Tonks
Date Deposited:	28 Aug 2026 14:51
Last Modified:	28 Aug 2026 14:51
URI:	https://www.open-access.bcu.ac.uk/id/eprint/17205

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