The primary role of FAs is safety and security. If an airline wants to emphasize their role in customer service, they need to instill that culture from day one. Management has a big role in affecting this attitude. Look at Southwest FAs. Even back in the days when their FAs were some of the lowest paid flying 8-9 legs a day, they always ranked number one in customer service surveys. Even though they’re now one of best compensated FA groups with the best work rules, they still fare well in the same surveys.