Canadian Airline Did Market Research to Determine the Expectations of Business

Multiple Choice

Canadian Airline did market research to determine the expectations of business travelers-its target market. It learned business travelers don't view air travel as a simple product any more but as a sequential process with a series of customer service interactions which to them seemed at times arbitrary. A traveler could not estimate how much time it would take to make reservations, to check-in, to board or any of the other interactions-the time spent on these activities was typically directly related to the experience and training of the airline's employees. Canadian Airline could provide better service to its highest-yield customers if it could:

A) Change customers' perceptions of flying
B) Integrate all service functions
C) Standardize its services
D) Rely more on the tangible dimensions of service
E) Modify customers' expectations