Last July, I took Cathay Pacific Airlines to Hong Kong with a friend. The seats were clean and comfortable, and the food served later on was really delicious and good. :)

The service however, was just average.
On the journey there, I think it was the HK crew and...they were not really friendly or helpful when it came to their service attitudes.

Some of them did not service with a smile, and most of them were obviously very hurried while serving the passengers. Food were asked to be cleared within a short period of time, and I even saw an air stewardess grabbing a cup off a passenger's table without asking, as she walked down the aisle.

Hmm. Shouldn't she ask the passenger if she could clear the cup away, before grabbing it off so suddenly like that?

However, the service standards on the return trip to Singapore was much better. The air stewardess and stewards were all much friendlier and serviced with a smile.

To me, service matters a lot in the airline industry. Quality, comfort and other factors may be in the consideration of passengers while choosing their favourite airline to travel with, but above all, a friendly smile and good service is what keeps consumers coming back for more. :)