To effectively find out what customers need, airlines need to go to the source: "the passengers". This study was effective in doing this by going directly to the source. The survey instrument was developed from in-depth exploratory search in the related literature, and by interviewing airline officials. The credibility of the instrument came out of this research approach and is exhibited by the high reliability and validity that was accomplished. This study provides much insight as to how various suggested measures represent a construct. how reliable these are. and which ones may serve best as foundations for further investigation.