Although I am not a customer, nor a frequent flyer every week like some, but if I was being On Time more often than not would be a big factor in who I chose to spend my travel dollars on. Personally a carrier that padded their schedule would be looked on favorably by me, as if I bought a ticket that said I will arrive at XXX at XX:XX and had a meeting at XX:XX then I would rather fly the carrier that was say 15-20 pct more likely to arrive on time or early. I realize they are many other factors to consider and you can't compare how AA and CO currently treat their best customers compared to present day US but I still believe the whole On Time thing is really, really important.
So far this year, I have to say, US has been incredible with being on time. I'd have to say that 95% of every US flight I've taken since January has been on time. My only real delays have been with Express, but I doubt that will ever change. I do think "on time" is the most important factor. I'm charmans this year, and I have not missed an upgrade once, so I have nothing to complain about there. Actually, most of the flight attendants are incredible.
This year, I have given at least 75% of my flights to US. The ones I didn't were only because of schedule. I have not had one flight where anything has gone wrong enough to even warrant a complaint. Im a business traveller, so I dont check any bags ever - with any airline...
When I don't travel on US, I go Southwest, Jet Blue and Airtran. I rarely take them for anything transcon, but I have before. I do all my east west flights with US. I wouldnt touch AA with a ten foot pole. I have had nothing but bad luck whenever I've flown them - plus, they really don't service PHL or PBI well anyway. I think UA is the pits. Of the legacy carriers, I like CO the best.
Long story short, I can tell you what this FF cares about... In the order which matters to me...
1) On time
2) Appearance of Aircraft (clean)
3) Upgrade Availability/Priority Boarding
4) Quality of In Flight Service
5) Mileage program (although im pretty annoyed by the bonus changes and the 500 min - it still ranks #5 on my list)
6) Appearance of staff and friendly gate agents
7) Baggage Policy/Handling
ALSO, I think the charging for beverages is a good thing after all. People waste so much. If they want a drink, let them pay for it. Why should the flight attendants have to throw all that stuff out.