They really need to work on their reputation and retrain all of the gate agents, baggage handlers and flight attendants.

News-worthy incidents that I can think of:

• Dave Caroll's $2000 guitar is broken by baggage handlers and United refuses to do anything until his youtube song of his experience becomes viral  https://en.wikipedia.org/wiki/United_Breaks_Guitars
• Doctor is gragged of a plane bleeding
• Small dog is forced to ride in overhead baggage and is killed
• Service dog sent to the wrong place

I'm sure there are others, but you don't hear so many about American, Delta, Southwest and others.