Exceptional service is usually very important for all of these businesses. Customer satisfaction usually leads to consumer loyalty, which helps to ensure the success of a company in the hospitality industry. For example, if an individual chooses a particular airline and has a positive experience, he or she is likely to use it again in the future. Alternatively, if the flight is unpleasant, the airline attendants are rude, or the customer is otherwise displeased with the service, he or she is less likely to return to that airline the next time the opportunity arises.