In a part of the world in which shrinking customer expectations are the rule rather than the exception, San Francisco-based Virgin America is like a brilliant lighthouse on the darkest night. The carrier, which launched operations in August 2007 and serves 14 destinations in the US, Canada and Mexico, is redefining passenger service in North America. Perhaps it is not surprising that an airline bearing the Virgin name should be an innovator in customer service—a trait it shares ...

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