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Booking a ticket is a service offered by an airline. In a digitalized world, where you can send and receive an email in a minute, where everybody can place a complaint on a blog and reach millions in a minute, customer service has become more important and even harder. Customers’ power to influence a company’s success has as a consequence increased, which makes the area of service especially vital. So the question is: what can an airline do in these times to guarantee sustainable customer service?