1. How comparable are the two different methods? In what ways are they similar? In what ways are they different?

2. What are the positive and negative aspects of each approach that Shocker should consider before recommending a course of action for FlyAway Airways?

3. What aspects of service quality does each approach address well and not so well?

4. Considering the two methods outlined, what types of validity would you consider to be demonstrated by the two approaches to measuring quality? Defend your position.

5. Which of the methods should Shocker recommend? Why?

Wesley Shocker, research analyst for FlyAway Airways, was asked by the director of research to make recommendations regarding the best approach for monitoring the quality of service provided by the airline. FlyAway Airways is a national air carrier that has a comprehensive route structure consisting of long-haul, coast-to-coast routes and direct, nonstop routes between short-haul metropolitan areas. Current competitors include Midway and Alaska Airlines. FlyAway Airlines is poised to surpass the billion-dollar revenue level required to be designated as a major airline. This change in status brings a new set of competitors. To prepare for this move up in competitive status, Shocker was asked to review the options available for monitoring the quality of FlyAway Airways service and the service of its competitors. Such monitoring would involve better understanding the nature of service quality and the ways in which quality can be tracked for airlines.