There is no such thing as an airline that cares what you think of them as long as your opinion isn’t bad enough to make you go elsewhere. If you don’t fly much at all, they flat don’t care. If you fly a lot, they’re still counting on the fact that many serious travelers live in hubs where shifting carriers is logistical nonstarter even if the service is abominable.
The execs don’t give a shit, and it filters aaaaalllll the way down. Count on it, and assume they’re out to fuck you, and you’ll be much better prepared. There was a time when companies like Continental and Southwest actually did give a shit about customer service, but those days are long gone. Behave, and book, accordingly.
(N.B. that if you work for an organization that shifts from “how can we excel?” to “what will our customer base put up with?”, you’re working for shitheads. CC: The entire banking industry; the entire cell phone industry; the entire consumer electronics retail industry; etc.)