100 CHAPTER 4 UNDERSTANDINGBUYERBEHAVIOR
Department,is gettingthemessagetoo.Afteron-timearrivalsdroppedunder 50 %duringtheholi-
daysandcancellationsclimbed,managerswarnedworkerstogetbacktobasics.
Underscoringthequalitydriveis thestunningturnaroundatContinentalAirlines,Inc.,where
fortwoyearsCEOGordonM. Bethunehashammeredawayatthetheme.Oncenearthebottomof
,ransportationrankings,Continentalnowhasoneofthebest racingsforon-timeperformance,bag-
gagehandling,andcustomercomplaints.Andin 1996,theywontheprestigiousJ.D. Power&Asso-
ciates,Inc., awardforthehighestcustomersatisfactiononlong-haulflights.Bethuneclaimstobe
grabbing marketingshareamongbusinesstravelersfromAmericanandothers."We'vebeenkicking
theirbutts,"boastsBethune.
Jadedcoachpassengers.however,arentexpectingfirst-ciasstreatmentanytimesoon.''Theprod-
uctisbad,andit 's goingtostaythatwayasnearasI cantell,"saysEdPerkins, editorofConsumer
ReportsTravelLetters.It's uptotheairlinestoprovesuchdoubterswrong.Questions
1.\Vhatriskdoairlinestakewhenallofthemhavethesamegoal-improvingservicequality?- Shouldtheairlinesfocusonbusinesstravelersorconsumers?Why?
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