Singapore Airlines (SIA) is keen to resume the world’s longest non-stop flights between Singapore and the U.S. The airline stopped such flights in 2013 due to surging fuel costs. The SIA management intends to conduct a survey to find out if customers would value such ultra-long-haul routes, and their intention to use this service.
(a) Discuss one (1) research objective for each of the following attitude components: cognitive, affective and behavioural. For each objective that you have suggested, explain why you need to research on the specific area related to such ultra-long-haul routes. (6 marks)
