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Formulation of the problem. The role of customer service in passenger air transportation has expanded sharply in recent years and has become one of the key factors shaping competitive advantage in the aviation sector. Service quality, the development of digital touchpoints, operational information flow, post-flight support, and personalized service models have emerged as strategic elements directly affecting airlines’ market position. In this context, the study examines the essence of customer service, provides a structured classification of service forms, and analyzes their correlation with economic outcomes for the period 2019–2025. The purpose of the study is to analyze the essence and forms of customer service in passenger air transportation. The object of the study is the organizational, methodological and technological aspects of strengthening internal control systems through the implementation of modern digital technologies and innovative monitoring tools. Research methods. Using a descriptive-analytical methodology based on secondary data, regulatory documents, corporate reports, and international assessments, the paper evaluates the extent to which digitalization, automation, data analytics, and continuous control mechanisms have strengthened internal control effectiveness. The main hypothesis. Customer service in passenger air transportation has developed dramatically in recent years and has become one of the key factors shaping competitive advantage in the aviation sector.. Present of the main material. A descriptive statistical analysis, multidimensional analysis, multidimensional scaling, and cause–effect correlation assessments were applied in the study. Data from organizations such as ICAO, IATA, ACI, as well as reports from Heydar Aliyev International Airport, the Azerbaijan State Statistics Committee, and the Schengen Aviation Research Center were utilized. Additionally, academic sources from Scopus/Web of Science databases were incorporated. Analytical results show that OTP, NPS, CSI, and CASQI-L indicators displayed stable upward trends for the period 2019–2025, demonstrating improvements in service quality across all stages, especially during the post-pandemic period when service infrastructure optimization became a determining factor for operational resilience. Originality and practical significance. The research evaluates the customer service system based on three main stages pre-flight, in-flight, and post-flight processes using system indicators that reflect the degree of customer behavior change. The findings demonstrate that variations in service quality influence not only immediate satisfaction levels, but also passenger flow, repeat travel share, company profitability, and CLV as strategic indicators. Conclusions and prospects for further research. The findings also show that the increase in service quality, enhanced airline reputation, and growth in CLV contributed not only to the expansion of repeat passenger flows but also strengthened the operational reliability of airlines. The integration of service quality indicators across different stages contributes to sustainable growth and enhances the resilience of the aviation service ecosystem.