Customer-centered service innovation

Sustained quality improvements earn recognition

Korean Air officials pose for a photo at a certification ceremony held Wednesday morning at The Grand Lotte Seoul in Jung-gu, Seoul. [Korean Air]
Korean Air officials pose for a photo at a certification ceremony held Wednesday morning at The Grand Lotte Seoul in Jung-gu, Seoul. [Korean Air]

Korean Air has ranked first in the full-service carrier category of the National Customer Satisfaction Index survey, overseen by the Korea Productivity Center, the airline announced Wednesday.

The NCSI measures customer satisfaction among people who have directly used a product or service, serving as a benchmark for evaluating companies' customer satisfaction levels. Korean Air has topped the ranking for four consecutive years, from 2023 through this year, in recognition of its ongoing service improvements based on customer feedback and its efforts to enhance the overall customer experience.

This year's survey covered major domestic and international full-service carriers, with 250 customers per airline participating for a total of 1,250 respondents. Eligible participants were customers between the ages of 20 and 59 who had flown with the respective airline at least twice in the preceding six months.

Korean Air received strong scores across all major evaluation categories, posting 81 points for customer satisfaction, 82 for perceived quality, 81 for customer expectations and 80 for perceived value. Perceived quality rose from the previous year, reflecting positive assessments of the service quality customers experienced in practice.

The airline has focused on raising service quality across all customer touchpoints — including in-flight service, airport facilities and digital services — to deliver a differentiated travel experience.

Last year, the carrier unveiled "KE Way," a new corporate value framework reaffirming its commitment to contributing to a better world based on the founding principle of national development through aviation. It also introduced a new corporate identity and aircraft livery to strengthen its brand identity and lay the groundwork for a more consistent and differentiated customer experience.

In-flight service has also seen continuous improvements. The airline has diversified its in-flight meal menus and refreshed tableware, bedding and amenity kits to enhance passenger comfort, while introducing Starlink-based in-flight Wi-Fi to create an environment where customers can work or relax more conveniently during flights.

Efforts to improve the airport experience are ongoing as well. The airline has renovated its lounges at Incheon International Airport and Los Angeles International Airport, offering passengers a comfortable and refined space to rest. It has also expanded the routes covered by its automatic baggage connection service with Delta Air Lines, reducing inconvenience during transfers and improving overall travel convenience.

With the integrated Korean Air set to launch Dec. 17, the carrier is pursuing systems integration, employee training and organizational culture alignment to ensure stable, safe operations and high-quality service after the merger. The airline plans to continue prioritizing safety above all else while steadily strengthening its service competitiveness to improve customer satisfaction.

"We are very pleased and honored to have achieved first place in the NCSI for four consecutive years," a Korean Air official said. "We will continue to do our utmost to establish ourselves as the world's most beloved airline through an unwavering commitment to safe operations and differentiated service."

Meanwhile, Korean Air recently topped the airline category of the Korean Standard-Service Quality Index, overseen by the Korean Standards Association, for five consecutive years. The carrier also claimed three awards — in the business and first class, in-flight dining, and cabin crew categories — at the 2026 10Best Readers' Choice Awards organized by USA Today.


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