After flying with United Airlines, passengers were asked to record their perceptions regarding their experience pertaining to each of the decision-making criteria. The results are displayed in Table form below (expectation scores were obtained from the original multi- attribute matrix. Given this information, determine the size and direction of the service gap and whether customers were dissatisfied, satisfied, or delighted. Decision- Making Criteria Price Flight Schedule Destination Baggage Fees Leg Room In-Flight Entertainment Options Timeliness United Airlines Perceptions 8 8 10 7 7 8 9 United Airlines Expectations 8 9 10 8 8 7 7

MARKETING 2018
19th Edition
ISBN:9780357033753
Author:Pride
Publisher:Pride
Chapter15: Retailing, Direct Marketing, And Wholesaling
Section15.2: Dick’s Sporting Goods Scores With Stores Within Stores
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After flying with United Airlines, passengers
were asked to record their perceptions
regarding their experience pertaining to each of
the decision-making criteria. The results are
displayed in Table form below (expectation
scores were obtained from the original multi-
attribute matrix. Given this information,
determine the size and direction of the service
gap and whether customers were dissatisfied,
satisfied, or delighted.
Decision-
Making
Criteria
Price
Flight
Schedule
Destination
Baggage
Fees
Leg Room
In-Flight
Entertainment
Options
Timeliness
United
Airlines
Perceptions
8
8
10
7
7
8
9
United
Airlines
Expectations
8
9
10
8
8
7
7
Transcribed Image Text:After flying with United Airlines, passengers were asked to record their perceptions regarding their experience pertaining to each of the decision-making criteria. The results are displayed in Table form below (expectation scores were obtained from the original multi- attribute matrix. Given this information, determine the size and direction of the service gap and whether customers were dissatisfied, satisfied, or delighted. Decision- Making Criteria Price Flight Schedule Destination Baggage Fees Leg Room In-Flight Entertainment Options Timeliness United Airlines Perceptions 8 8 10 7 7 8 9 United Airlines Expectations 8 9 10 8 8 7 7
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