What causes customer dissatisfaction in air travel? This empirical study examines critical incidents from airline customers' perspectives, providing a foundation for effective crisis management. Based on interviews with 320 customers and 80 airline employees, the research focuses on negative incidents affecting business passengers, offering valuable insights into service quality. The survey highlights a significant disconnect between customers' perceptions of critical incidents and airline employees' understanding of the root causes. This discrepancy emphasizes the need for direct customer feedback to identify and address service failures effectively. Further analysis reveals that many critical incidents stem from faults within the production system, particularly regarding information delivery and communication. Ultimately, this research underscores the importance of aligning service delivery with customer expectations. By prioritizing customer feedback and addressing systemic issues in communication, airlines can enhance service quality, improve customer satisfaction, and effectively manage potential crises.