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 target 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