NorthAir charges low fares for its economy class seats, but it provides very cramped seating and few amenities  Market research shows that economy passengers would willingly pay more for wider seating and better service, and additional revenue provided by these higher ticket prices would more than cover the additional cost of providing these amenities
Even though NorthAir is searching for ways to improve its profitability, it has decided not to make these improvements
The number of people who would be willing to pay the high fares NorthAir charges for its business-class seats would decrease if its economy-class seating were more acceptable.