1. AIR TRAVEL “SPEED” MARKETING Altitude your Services Customer Service Customer Service Satisfaction Satisfaction Value Value Designed by: Terry, Tammie, Joanna, Bill

2. Who’s flying your altitude

3. Business Travel 500+ employees 500+ employees Company Size; $5M revenue/yr Company Size; $5M revenue/yr Diverse Industries Diverse Industries 500 companies in area 500 companies in area Vancouver Vancouver Employee/customer-orientated Employee/customer-orientated Innovative Innovative Quality Conscious Quality Conscious Service Conscious Service Conscious Outsource Suppliers Outsource Suppliers Book Travel for employees, contractors Book Travel for employees, contractors Travel packages Travel packages

4. Historical Background: 1999 Canadian Airline Bankrupt 1999 Canadian Airline Bankrupt Air Canada Only National Carrier Air Canada Only National Carrier Consumers Threatened ~ Monopoly Consumers Threatened ~ Monopoly No options ~ few alternatives: eg train/car No options ~ few alternatives: eg train/car Current Background: Oil Shortages, Increased Fixed Cost Oil Shortages, Increased Fixed Cost Increased Passengers, more congestion Increased Passengers, more congestion New Air lines ~ Mergers ~ competition New Air lines ~ Mergers ~ competition

5. RESULTS Extra Stress created do more with less Quality of Service Declines

6. SPEED Market Survey Objective: identify criteria consumers use when purchasing Air Plane Tickets Fishbein Model: analyzes consumer attitudes Consumer Perception: Brand Scores AttributeAttributeImportance Air Canada West Jet Tango Price35268 Customer Service 20484 Timeliness30452 Customer Satisfaction 10284 Refund Policy 151082 Value Score 110440720490 This Market Survey provided 5 key attributes that were important to consumers. The Fishbein model shows that West Jet had the highest attitude score against the 2 major competitors

7. Acting on Dissatisfaction Air Canada: email, fax or mail complaints Air Canada: email, fax or mail complaints West Jet: Encourages suggestion in interactive feedback web site West Jet: Encourages suggestion in interactive feedback web site Tango: email, fax or mail complaints Tango: email, fax or mail complaints Canadian Transportation Agency: www.cta-otc.gc.ca Canadian Transportation Agency: www.cta-otc.gc.cawww.cta-otc.gc.ca www.airlnessuck.com www.airlnessuck.com www.airlnessuck.com www.passengerrights.com www.passengerrights.com www.passengerrights.com www.e-complaints.com www.e-complaints.com www.e-complaints.com

8. Who’s flying your altitude

9. References Hood, Bruce. "Consumer Relations and Quality Service." Canadian Transportation Agency. International Air Transport Association. International Air Transport Association, Vancouver, BC. 22 Oct. 2000. 5 Mar. 2007. Hood, Bruce. "Consumer Relations and Quality Service." Canadian Transportation Agency. International Air Transport Association. International Air Transport Association, Vancouver, BC. 22 Oct. 2000. 5 Mar. 2007. "Testing the Airlines: Tango." CBC News. 30 Jan. 2002. 5 Mar. 2007. "Testing the Airlines: Tango." CBC News. 30 Jan. 2002. 5 Mar. 2007. "Testing the Airlines: WestJet." CBC News. 30 Jan. 2002. 5 Mar. 2007. "Testing the Airlines: WestJet." CBC News. 30 Jan. 2002. 5 Mar. 2007. "Testing the Airlines: Air Canada." CBC News. 30 Jan. 2002. 5 Mar. 2007. "Testing the Airlines: Air Canada." CBC News. 30 Jan. 2002. 5 Mar. 2007.