Frequent Fliers Rank Continental Tops

Readers of Frequent Flyer magazine ranked Continental as their favorite airline, reports CBS News Correspondent Howard Arenstein.

Although on-time performance was the most important factor in the poll, and Continental didn't win that race, Continental CEO Gordon Bethune says good service can make up for a few late arrivals.

"A lot of it is people business," said Bethune. "We have people who like customers and like each other and it shows."

The poll was conducted by the magazine and the survey firm J.D. Power and Associates. The magazine announced the results May 9.

Mike Taylor, of JD Power and Associates, says food on long-haul flights was a strong point.

"Continental blew everyone out of the water as far as airline food....I don't know if they'd be serving it at restaurants, but people who flew on the airlines judged it to be superior to other food choices," Taylor said.

The study is the only independent analysis of major U.S. airlines based on the actual experience of frequent fliers. It was undertaken during a record-setting year in airline traffic and passenger volume.

TWA was a close second place and Southwest came in third.

In both the long-and short-haul categories, TWA finished a strong second with index scores significantly above the industry average. Only Continental and TWA ranked above the industry average in all areas that drive satisfaction according to ratings from frequent flyers.

The four most important factors determining overall customer satisfaction with the airline industry are:

• On-time performance (25 percent).
  
• The airport check-in process (11 percent).
  
• Courtesy of flight attendants (11 percent).
  
• Seating area and comfort (11 percent).
  

"People want to be treated right," said Taylor. "Flying is just more than getting somewhere on time....It's how they are treated and how they get through the whole process."