also examined the links from service quality to costumer satisfaction to customer retention to profitability. They commented that most of the literature examined only the link between service quality and satisfaction, with a few extending their research to include behavioral intention, but point out that purchase intentions do not necessarily have high predictive power. Quality of service is very important in ensuring customer satisfaction. Frequency of bad experiences will impact a customer’s perception on the company. For instance, if a customer receives rude service from the same bank consistently, he / she will be dissatisfied with the services. Eventually, the customer might decide to take his / her business elsewhere. Therefore, it is anticipated that pre-flight services offered by Air Asia impacts customer satisfaction, thus