British Airways Service Concept

4324 WordsJan 5, 201318 Pages
Faculty of Business and Management Faculty of Business and Management | BRITISH AIRWAYS SERVICEs, DECISIONS OPERATIONS MANAGEMENT | | PGBM50: Service Operations Management | TUTOR: DR. CHIKEZIE OKIKE | BRITISH AIRWAYS SERVICEs, DECISIONS OPERATIONS MANAGEMENT | | PGBM50: Service Operations Management | TUTOR: DR. CHIKEZIE OKIKE MUHAMMAD ALIYU 099119391 May 22, 2012 MUHAMMAD ALIYU 099119391 May 22, 2012 TABLE OF CONTENTS 1.0 INTRODUCTION 2 2.0 THE SERVICE CONCEPT OF BRITISH AIRWAYS 3 2.1 THE SERVICE OUTCOME AND EXPERIENCE 3 2.2 THE SERVICE VALUE 4 2.3 THE STRATEGIC FOCUS OF SERVICE ALIGNMENT 5 3.0 THE SERVICE QUALITY 6 3.1 SERVICE QUALITY MANAGEMENT (SQM)…show more content…
halal and vegetarian foods. 2. Arrival time was earlier than what was stated on the ticket which was good. 3. Smooth journey with little turbulence. 4. Tiring and sleepy after the journey because of the uncomfortable seats. 2.2 THE SERVICE VALUE “Value is the customer’s assessments of the benefits of the service weighted against all the cost involved.” (Johnston and Clark, 2008, pg. 44). In a service organisation, operations determine the balance between minimising organisational cost and maximising customer’s value. The service value of BA includes the following: 1. All inclusive prices for the journey. 2. Free foods, drinks and entertainment (television [audio and video], and headphones) while on board. 3. Tickets are expensive compared to other airlines that provide the same services at cheaper rates. 4. Overall satisfactory values for money. Therefore, the service concept of BA gives a worldwide linkage of interconnecting flights and a range of services for different group of travellers. BA follow this objective by establishing a complex linkage of routes and by developing collaboration with other organisations (airlines) that enhance international coverage and provide links among routes. Operationally, the main focus and concern of BA is to ensure greater level of customer service, to generate international network, and to manage route effectiveness. 2.3 THE STRATEGIC FOCUS OF SERVICE ALIGNMENT Cater-Steel (2009, pg. 225) defines
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