2nd Dimension: Visit frequency.
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. Another advantage offered is the opportunity to customize the portal to your own personal liking.