
64 • Your Customers' Perception of Quality
e government and the airlines all know that if people are afraid to y,
protability will diminish. ey know that people are afraid to y because
they fear being hijacked by terrorists. erefore, although standard secu-
rity measures are generally sucient, the airlines present a façade of
increased security measures to assuage these fears. ey have heard the
customers, recognized that their product (security measures) was already
of adequate quality, but made systematic, cosmetic changes to produce the
perception that they were doing even more.
PRACTICAL STEPS
So the question that a practitioner