Being the eternal cynic, I'm always suspicious that making the right noises about professionalism, integrity and such like has more to do with presentation (conciously or otherwise).
If flying is like any other business, something which I have yet confirm, then being a professional means being able to juggle your priorities such that you give the following impression depending on who is looking:
The Management:
1. Maximising revenue, minimising cost
2. Customter service
3. Regulations
4. Safety
The Customer
1. Customer service
2. Safety
3. Regulations
4. Revenue and cost don't even appear on the radar
The Captain (if applicable)
1. Regulations
2. Safety
3. Maximising revenue, minimising cost
4. Customter service
HR department
1,2,3 & 4 Everying has an equal priority and metrics are included, excluded and altered on whim - well they are if you have had the "Investors in People" standard inflicted upon you. HR never seem to operate in the same world. Do they even need oxygen?
I suspect, regardless of your position, the trick is being capable of appearing to do the above whilst all the time endeavouring to act upon these often conflicting priorities:
1. Safety
2. Regulations
3. Customter service
4. Maximising revenue, minimising cost