Using TRIZ to enhance passengers' perceptions of an airline's image through service quality and safety

•Service Quality and Safety impacts to airline image.•SERVQUAL and Kano model are framework for service quality measurement (SQM).•To enhance passengers' perception of airline image by using TRIZ technique.•Airline Service Quality and Safety analysed base on case studies.

To improve the impacts of airline image, service quality and safety on passenger perceptions, this paper examined and presented three case studies to identify the factors that influenced service quality in the airline business, and passenger perceptions of airline image. A literature review on service quality measurement (SQM) and airline safety analysed case studies. The quality management framework SERVQUAL with five service quality dimensions including reliability, assurance, tangibility, empathy and responsiveness was used to assess passenger requirements. Selected criteria from airline services and the Kano model measured customer satisfaction. Airline safety criteria were studied and TRIZ techniques were employed to integrate improved service quality without compromising safety regulations, to best enhance airline image.