Don't jerk people around
Here's a simple marketing strategy for a smaller company trying to compete in a big-company world: Choose your customers, trust them, treat them well.
Bend the rules.
Show up on time.
Keep your promises.
Don't exert power merely because you can.
Be human, be kind, pay attention, smile.
Not everyone deserves this sort of treatment, not everyone will do their part to be the kind of customer you can delight and serve. But that's okay, you don't need everyone.
When in doubt, be the anti-airline.