Satisfaction with North American airlines rose for a third straight year, according to the recently released J.D. Power and Associates 2015 North America Airline Satisfaction Study, measuring at a record high 717 points on a scale of 1,000 with Alaska Airlines taking the top spot among traditional carriers and United Airlines finishing last.

The study measured passenger satisfaction based on seven factors: cost and fees, in-flight services, boarding/deplaning/baggage, flight crew, aircraft, check-in and reservation.

Alaska Airlines earned the highest score for the eighth consecutive year, with 719 points, followed by Delta Air Lines in second place (709 points) and American Airlines in third place (700 points). United Airlines earned the lowest score out of the six traditional carriers, with a score of 665.

Driving a boost in passenger happiness is satisfaction with flight crew, in-flight services and cost and fees, according to J.D. Power.

“While passengers often choose airlines based on price, convenient scheduling, or loyalty program membership, about one in five choose airlines based on specific things they like about the brand such as customer service, in-flight entertainment or more comfortable seating,” said Rick Garlick, global travel and hospitality practice lead, J.D. Power. “Not surprisingly, when airlines focus on the hospitality or service aspects of their business, as opposed to simply providing transportation to get people from point A to point B, they create a much more committed, loyal customer base who will go out of their way to fly with that particular carrier.”

Alaska Airlines also earned the highest ranking in J.D. Power’s second annual Airline Loyalty/Rewards Satisfaction Report, with Alaska Airlines Mileage Plan edging out second-place JetBlue by a single point, earning 759 points on a 1,000-point scale. US Airways (670) and Delta Air Lines (675) had the lowest satisfaction ratings of the seven included programs.

According to the report, online reviews of an airline’s loyalty and rewards program and the program’s reputation are the primary drivers of member satisfaction.

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