As many organizations are facing the pressure of competitive situation, airline business can be considered as one of high competitive business. The major function of this business is its service operations which usually are key processes to be improved for enhancing business performance. To improve service quality, the primary step is to evaluate the existing level of service quality and to set the service strategy to satisfying passengers. This study therefore presents how service quality could be assessed in an airline company. The conceptual framework of assessing service operations is developed, which is based on the SERVQUAL model purposed by Parasuraman et al. [1]. Applying interview and structural questionnaires with management, staff and passengers in a case study, an airline company, were carried out The data were analyzed qualitatively and statistically. It can report that there is a need for culture change, commitment of management and employee involvement in order to increase customer satisfactions. These could lead to increasing competitiveness of the airline company. Furthermore the re-design of current service operations is recommended, which are (a) providing more flight schedule, (b) conducting the business feasibility study on providing the low-cost airline, (c) providing more systems/facilities for safety and comfortable purpose and (d) providing self-check-in or on-line check-in services.