To me business class is always and everywhere about the seat. Sure, I love Singapore Airlines service and pre-order meals. It’s great that I get pajamas in Virgin Australia’s long haul business. But I will always make decisions based on seat first.
It turns out that research shows I’m an anomaly, that little touches influence what customers think even about the seat — and helps explain why customers will choose an airline with an inferior hard product when it gets the little touches right.