2nd Dimension: Time Savings.
Consumers vary in their visit frequency. For our scenarios, we ask you to think of yourself as a customer that visits the online travel agent either once a day, once a week, or once a month. You can customize the online travel agent so that it displays the fares to the destination of your interest. For example, it can show you the currently cheapest air travel fare to the city where your parents/spouse/friend lives. If the fare is low enough, you may decide to visit them/him/her over the weekend.
While customization requires giving up some personal information, registering saves you time when inquiring air travel fares. For example, assume that it would take you 3 minutes to search for the fare to your destination manually (without registration) and that it would take 1 minute to log into online travel agent, which you have customized to present the fare automatically. If you visit the online travel agent daily, it takes 2 minutes longer to search for the fare manually than logging into the website, you will save 8 hours and 20 minutes in a year (2 minutes x 5 days a week x 50 weeks) when you register with the online travel agent. If you visit online travel agent weekly, you will save 1 hour and 40 minutes per year when registering over typing it in manually. If your visit frequency is monthly, you will save 24 minutes per year.