I dont think that rude staff should affect ones choice of an airline. My attitude is that people in the service sector are humans too, and are perfectly entitled to swear and "give as good as they get". I also, from personal experience, dont think that this affects other peoples choice of airline too. I have seen so many REALLY CRAZY situations where someone "will absolutely never ever fly ...... again" and next week are back with a smile. The thing though that airlines need to do to retain passengers is maintain a good punctuality and safety record, and sort out the problems rapidly when things go wrong. Thats enough for most people.
XSB