I think an hour is very reasonable and should get their attention. I drive cab, and when I get a call, I have to take it, unless I'm "occupied" with another customer. If I don't take the call, I get put on the "dead board" for an hour. I've never refused a call, because of the economy, I need each and every one! But there are some drivers out there who are nit-picky about their fares. I think it's rude to be that way. Whether a customer needs to go three blocks or 45 miles to the airport, they are all important. Whether I drive a CEO or a homeless person, they get the same respect, because they deserve it as human beings. I would suggest you have a stand-up talk with your employees and let them know your policies and that there are no exceptions when it comes to the code of ethics. If I pay for a service, like say, getting my hair done, I don't want my hairdresser fighting with a co-worker while they're cutting my hair! Yikes!