Service Quality in the Airline Industry

This article identifies a phenomenon that may be in- fluencing passengers' evaluation of airline carriers. The results of this study suggest that consumers may systematically distort their evaluation of airlines. Perceptions about service quality attributes are seemingly influenced more by factors internal to the individual than by the actual attributes available for observation. Implications are also identXed that may aid airline executives to address the com- plex, yet critical issue of "systematic distortion."