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How can airline counter servicer knowledge influence traveller consumption behavior?Can model for understanding service encounter evaluation that can synthesize consumer satisfaction, services marketing, and attribution to influence consumption behavior to the retailer? Can airline servicer travel knowledge and service attitude influence traveller consumption of decison making ? These factors concern on the service industries how to influence consumption behavior, which focus on service encounter satisfaction and service quality to both the importance and the complexity of the issues. First and foremost, customer satisfaction depends directly and most immediately on the management and monitoring of individual service encounters ( Parasuraman, Zeithaml, and Berry 1985; Shostack 1984, 1987; Sollmon et al. 1985).What is the conceptual definition of service encounter? The model of service encounter evaluation relies on Shostack's ( 1985, p.243) definition of the term" service encounter" as " a period of time during which a consumer directly interacts with a service." The author identified all aspects of the service firm with which the consumer may interact, including its personnel, its physical facilities and other tangible elements, during a given period of time. I give this hypothesis, such as when an employee offers to compensate the customer for service failure, the offer may influence attributions. The employee performance will lead the customer to have negative beliefs about the firm, when the bad employee offer leads the customer to think bad image to the firm. So, the employee's bad service attitude can influence the offer is made to compensate for service failure to build bad service image to the company. Moreover, physical surroundings also are hypothesized to influence customer emotion in service failure situations. For example, if a customer experiences service failure in an organized , professional environment, e.g. lawyer, doctor, accountant professional s