When firms evaluate their service system design choices, there is typically more uncertainty surrounding the value that a particular auxiliary service provides than there is on the cost of providing that service. To help inform this decision, we propose an approach where we compare the relative...

Using air travel ticketing data for the travel dates around the 2015 Super Bowl in Phoenix, AZ, we exploit the exogenous shock created by the conference championship results and design a quasi-natural experiment to identify market-specific airfare and booking patterns. Our findings help quantify...