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Analyzing the effect of preference heterogeneity on willingness to pay for improving service quality in an airline choice context

Customer SatisfactionBehavioral Decision MakingConsumer ResearchRevealed PreferenceChoice ModelService QualityAirline Choice ContextExperimental EconomicsManagementChoice-process DataDecision TheoryPreference ModelingConsumer ChoiceEconomicsPreference HeterogeneityMarketingBehavioral EconomicsBusinessDecision Science