Sandriana Marina Primary Author Dwi Kartini Additional Author Diana Sari Additional Author Septiadi Padmasasmita Additional Author

This study aims to find alternative solution models through excavation and analysis of data and information about the structural impact between relationship marketing, service quality, price fairness, and customer loyalty. The methods used are descriptive and verification with data analysis applying Structural Equation Modeling. Primary data were collected through a survey of 200 domestic-scheduled-airline passengers at the airport hub of the Java Island region. The results show that customer loyalty formed by relationship marketing through the price fairness is more dominant than the effects of service quality on customer loyalty through price fairness. This study has limitations. Customer loyalty is not only influenced by relationship marketing, service quality and price fairness, but also affected by other factors that need further research. The results also suggest expanding the unit-analysis study so as to contribute more in studying the customer loyalty.