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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 couldrely more on the tangible dimensions of service.integrate all service functions.change customers' perceptions of flying.modify customers' expectations.standardize its services.

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