TQM perspective: An airline should aim at offering a complex travel concept, sensitive to individual needsa t a relatively high price. The customer is buying a concept and will himself be measuring the relational quality between the different services. It would be meaningless to divide the core, supporting and facilitating services into small parts and measure the "quality" of the individual pieces. For example, it does not help much that the "check- in" and "reservation" services were perfect and the dinner was delicious if a delay caused the customer a two or three-hours wait at the airport. The quality is not measured vertically, but horizontally for the entire service package.