Fast Company, May 2004. Paraphrasing:

The keys to Jet Blue's success seem to be 1) satisfied employees, 2) leadership by example and leadership training, and 3) technology deployment that serves innovation, not itself.

http://www.fastcompany.com/magazine/82/jetblue_neeleman.html

... as foundational elements for building customer satisfaction and loyalty, that is --

"JetBlue's recipe for customer service success combines work-at-home moms, flexible schedules, employee education, individual initiative, and... Potbelly Bear."

http://www.fastcompany.com/magazine/82/jetblue_agents.html