The article is devoted to consideration of passenger service on aircraft board as a basis for forming the image and ensuring the airline’s competitiveness. The role of passenger service quality for airlines in the context of fierce global competition is defined; an analysis of the on-board product of the world's leading airlines was carried out, and the most influential ratings of airlines for the service quality were considered. The key criteria for evaluating the passenger service quality on the aircraft board in terms of the quality of the on-board product and the efficiency of the cabin crew are substantiated. Recommendations are provided for flight attendants to improve service in the context of passenger expectations, and steps that airlines should implement to improve the passenger service quality are identified.