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One of the main rivals of Virgin is British Airways whom have been in bitter rivalry ever since Virgins inception in June 1984. Virgin Atlantic is a growing airline that continues to improve each year and is considered as a luxurious flight with great customer service and value for money. (Wikipedia 2007)
Importance of service
Unlike consumer goods such as mobile phones, airline transportation cannot be measured, tested and verified in advance to assure quality. What is being sold to consumers is merely a performance and hence the criteria for measurement would be complex and would not be precise...
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