The study aims to assist existing Pakistani airlines in improving their service quality by focusing on customers as a crucial success factor that has yet to be thoroughly evaluated in the airline industry. The paper creates an understanding for specific independent variables (services quality, reliability, pricing, information, communication, and technology) upondependent variable (customer’s preference for air travel) through mediating variable of service culture. The study used the SERVQUAL Model on the theoretical part. Statistical analyses were done to analyze the relationship of independent variables with dependent variables through a mediating variable with a sample of 200 customers who traveled through domestic carriers in Pakistan. According to the findings, independent variables were positively associated to serviceculture and customers' preference for domestic air travel. A key limitation was approaching the respondents on daily basis to get the responses on time. The positive relation between the variables indicates that a good service culture plays an important role in changing customers’ preferences. It will not only help in promoting healthy competition among the operators, but from a broader perspective, it will also help the new entrants in the aviation industry to make optimistic growth in the future through greater focus on customers through better service culture. The study provides a unique perspective on Pakistan's developing country context. This is a unique study that looked at the impact of customer preference in air travel when independent variables changed.