The customer of an airline product has a number of service encounters which make up the overall air travel experience. This involves: obtaining a ticket; travel to the airport; the check-in and wait at the airport; the boarding and flight service; the arrival and collection of luggage; and the travel from the airport. Today's traveller has higher expectations than previously and airlines have to compete by constantly improving passenger comfort and services.

The first influence on this is the image created by the carrier airline. The components of BA research into image after its supercare TV campaign were identified by Laws (1991) as being connected to: its world-wide offices, hotels, car hire, travel service, modernity, expensiveness, prestige, safety reputation, business class service, check-in, baggage handling, punctuality, whether well liked, seat comfort, friendliness, meals, and passenger care.

While image is important, the delivery of actual services through personal contact is not totally under the control of the airline. An examination of the research that takes place in relation to the assessment of airport-related service provides a clue to what is considered important. This includes the following categories:

• staff who are attentive and ready to help

• politeness of staff

• competence in dealing with any eventuality

• level of tact displayed by staff in difficult situations

• staff that appear to enjoy dealing with people

• availability of airline staff

• response to individual needs

• being treated as an individual

• approachable staff

• staff who are warm and friendly

• being greeted with...