Selecting the Team to Meet Passenger Preferences

Market research is drawn on to examine the hypothesis that passengers′ perceptions of in‐flight service are influenced by cabin crew composition. The conclusions, very generalised, are that customers do have preferences to be served by a cabin crew team that has a high proportion of young female members, some of whom should speak the language(s) relevant to the destination. Some of the passengers in the sample also expressed opinions in favour of the same crew members working together regularly as a team on the assumption that familiarity leads to improved performance. The research was qualitative and cannot be used to draw definite conclusions, but suggestions for further study in the area of team composition are identified with a view to improving customer satisfaction.