British Airways Heathrow: Globalization and Customer Service Dynamics

This report investigates the impact of globalization on customer service at British Airways Heathrow. It explores how globalization, driven by factors like improved communication technologies and rising living standards, has increased customer expectations and competition. The report uses secondary data to analyze these dynamics, highlighting the need for British Airways to adapt to technological advancements and diverse cultural needs to maintain a competitive edge. It emphasizes the importance of communication, technology, and employee satisfaction in delivering superior customer service in a globalized environment. Desklib provides access to this and other solved assignments for students.

Running head: ASSESSMENT
ASSESSMENT
Name of the Student
Name of the University
Author Note

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Table of Contents
Unit 11.............................................................................................................................................4
Topic: How the Globalization will affect and bring changes in customer service of British
Airways Heathrow.........................................................................................................................4
Introduction....................................................................................................................................4
Aims and objectives of the research............................................................................................5
Literature and Reviews.................................................................................................................5
Globalization................................................................................................................................5
Factors impacting Globalization..................................................................................................6
Customer service.........................................................................................................................7
Factors impacting customer service.............................................................................................8
Methodology...................................................................................................................................9
Research design...........................................................................................................................9
Methods of data collection.........................................................................................................10
Analyze data.................................................................................................................................10
Findings........................................................................................................................................12
Bibliography.................................................................................................................................13

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Unit 11
Topic: How the Globalization will affect and bring changes in customer service of British
Airways Heathrow.
Introduction
The Globalization can be rightfully described as a process which has brought about the
different businesses as present around the globe closer to one another and has also gone a long
way in contributing the overall international trade which takes place. In regard to this, it can also
be mentioned that, globalization has not only assisted in giving a boost to the overall trade
dynamics as present around the globe but in fact has also created a business environment with
varied cultures1. These cultures have been successful in bringing the different people together
and helping the firm to attain its overall objectives. In line of this, it can be rightfully mentioned
that, although the overall offerings which are made by the firm to the different employees have
increased considerably, the overall expectations of the different customers as present have also
increased considerably. In line of this, it needs to be rightfully understood that, the different
customers now prefer high standardized services which was not expected by them earlier. In line
of this, it can be rightly mentioned that the focus of this report will lie on the impact of
Globalization on the customer service as provided by the British Airways Heathrow in the
United Kingdom. The report will follow a systematized format which will be divided into
1 Chen, Rachel JC. "From sustainability to customer loyalty: A case of full service hotels’ guests." Journal of
Retailing and Consumer Services 22 (2015): 261-265.

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different sections whereby each section will focus on how the globalization will be effecting the
customer service as provided by the different organizations.
Aims and objectives of the research
The aims and objectives of the research can be stated to be as follows:
 To understand the impact of globalization on the customer service as provided by the
British Airways Heathrow
 To evaluate the manner in which globalization has had a considerable impact on the
overall customer service as provided by the British Airways in Heathrow
 To find the relation between the globalization in the workplace and the customer service
at the organization
 To recommend ways in which the globalization improves the overall customer service
which takes place at the British Heathrow airport.
Literature and Reviews
Globalization
The Globalization can be rightfully defined as a procedure of interaction and integration
which tends to take place between the different people as well as different companies worldwide.
Although the procedure is often understood to be a complex procedure, it needs to be rightfully
understood that, it helps in capital expansion which then goes a long way in ensuring that the
firms will be able to ensure long term success2. In line of this, it can be rightfully mentioned that,
2 Wunderlich, Jens-Uwe. Regionalism, globalisation and international order: Europe and Southeast Asia.
Routledge, 2016.

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economically and culturally the globalization has been successful in ensuring that the overall
capital, technology and liberalization of the markets will increase successfully. Moreover, the
quality of good as given to the different customers in addition to the, expectations of the
customers have increased considerably.
Factors impacting Globalization
As understood previously, the globalization can be stated to be the increasing
interdependence which tends to take place between the different people as present in the different
locations around the globe3. The globalization began with a simple phenomenon related to Travel
which meant that, the regions were mostly economically self-sufficient and the foods and other
items were produced locally. However, as the travel increased, the overall concept of sourcing
goods from outside locations also increase accordingly. It needs to be understood that there are
various factors influencing Globalization and these factors can be identified as follows.
Improvement in the overall communication technologies
The globalization has been greatly influenced by the overall communication and
technologies as it has assisted the different businesses to ensure that they are successfully able to
remain in touch with one another and in addition to this, they are also able to see to it that, the
business is largely successful in attaining long term success due to the development of the
communication and related artificial intelligence4.
The concept of multinational organizations
3 Silverman, David, ed. Qualitative research. Sage, 2016.
4 Potrafke, Niklas. "The evidence on globalisation." The World Economy 38.3 (2015): 509-552.

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The concept of multinational organizations has increased considerably and in line of this,
it can be rightfully understood that this rise in the different multinational organizations had led to
a considerable increase in the overall globalization which has taken place and increased the
overall connection with one another.
Increased standards of living
The increased standards of living of the different individuals has also led to a
considerable increase in the overall globalization which takes place in different parts of the
globe. As the income of the different individuals has increased considerably. It has led to an
overall increase of the different resources which the people have with themselves and in addition
to this, the overall globalized interaction of the different individuals with one another has also
increased to a great extent.
Customer service
The customer service can be stated to be the overall service which is provided by the firm
to the customer. This means that, it is the overall aim of the firm to ensure that their customers
enjoy a memorable stay in the workplace and in line of this, it can be considered to be relatively
important for the firm to see to it that, they are being able to provide the right kind of products to
the different customers and in addition to this, their post purchase experience also needs to be
satisfactory in nature. In line of this, it has to be understood that the concept of customer service
goes beyond the traditional telephone support agent, and is now extended to email, web services
and other such online portals also which help to ensure that the customer support is extended to
the different customers in the right manner5. The customer service is understood to have a big
5 Krugman, Paul. "Crises: The price of globalisation?." Economics of Globalisation. Routledge, 2017. 31-50.

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impact on the overall bottom line of the firm. In line of this, it also has to be understood that, the
customer service was able to increase the customer satisfaction of the different firms as well.
Moreover, as agreed by Hanson et al. (2016), the customer service can have a long term impact
on the overall reputation of the workplace and hence, the customer service plays a crucial role in
the dimension of the firm.
Factors impacting customer service
As understood, the customer service can be stated to be an important aspect, in an
organization and if any organization needs to ensure that they want to improve the customer
service, they will be required to improve upon the same6. In the following section, the overall
factors impacting the customer service can be stated to be as follows.
Level of communication
The level of communication can also be understood to be a crucial aspect, which has a
strong impact on the overall customer service which is provided to the different customers. This
means that, as the organization wants to ensure that, they are being able to serve the different
customers in the right manner and also be able to maintain a sound system of communication
with them in the long run which enable them to communicate with the customers in the right
manner.
Technological advancement
6 Mowforth, Martin, and Ian Munt. Tourism and sustainability: Development, globalisation and new tourism in the
third world. Routledge, 2015.

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The technological advancement also has a great role to play in the customer service as
due to the increased digitalization, it becomes considerably important to make use of internet and
other such mediums to reach out to the different customers as possible which allows them to
engage in long term success7.
Employee satisfaction
The employee satisfaction also has a major role to play in the overall development of the
technology and related aspects. Moreover, if the employees are satisfied with the firm, then in
line of this, they will be willing to pay additional attention to the different consumers and thereby
increase the brand name of the firm in the long run.
Methodology
Research design
The research design can be stated to be the manner in which the overall research is
presented to the readers which will enable them to understand the different aspects of the overall
research to be carried out8. In addition to this, it needs to be understood that, the research design
which will be followed in this approach will be descriptive in nature. In line of this, it can be
rightfully mentioned that, the explanatory research design will help in understanding the overall
impact of globalization on the customer service in a better manner.
7 Jung, Na Young, and Yoo-Kyoung Seock. "The Effects of Customer Age on Service Recovery Evaluation Process
in Retail." (2017).
8 Kumar, Ranjit. Research methodology: A step-by-step guide for beginners. Sage Publications Limited, 2019.

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Methods of data collection
Primary data/ Secondary data
The data which has been collected for the purpose of the study can be stated to be
secondary in nature as the data which was collected will be sourced from different arenas like
magazines and journal articles. Hence, in line of this, it can be mentioned that the use of
secondary data research method has allowed to source data from knowledgeable sources and
assisted in understanding the impact of globalization on the customer service in the organization.
Sampling frame and Sampling size
As the secondary data is being collected and analyzed, there does not exist any sampling
frame for the particular research as present. In addition to this, it can also be understood that
there shall be no sample size.
Analyze data
Hence, from the data which was collected for the purpose of the study, it could be
rightfully understood that, as the globalization has increased and the world has turned out to
become a global village, it has become considerably, important for the different organizations to
ace up their services and to make the different customers feel considerably, valued at the
workplace. Having said this, according to Hanson et al. (2016), it also becomes considerably
important for the firms to adopt to the latest technology which will allow them, to remain
competitive and be able to communicate with the different customers adequately9. Moreover, as
the different cultures have increased and been combined, it has become crucial to meet the
9 Hanson, Dallas, et al. Strategic management: Competitiveness and globalisation. Cengage AU, 2016.

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standards of the different customers, having said this, it becomes considerably important to see to
it that the different needs of the customers are met with. This is because, now globalization has
enabled a customer to have a wide variety of options and in line of this, it will become crucial for
them, to be on their best demeanor10. For the British Airways Heathrow, the customer service has
become comparatively tough to maintain because of the increase in competition these days. In
line of this, it is required to be understood that, the British Airways has come up with
considerable procedures to maintain contact with the customers and provide them with services,
which are best in the industry11. This is because, the firm has made use of the advantages of
technology and taken actions to maintain a competitive sustained growth12. Hence, the impact of
globalization on the customer service in the British Airways has been positive.
Findings
The findings of the given research can be stated to be as follows:
10 Hopper, Trevor, Philippe Lassou, and Teerooven Soobaroyen. "Globalisation, accounting and developing
countries." Critical Perspectives on Accounting 43 (2017): 125-148.
11 Menguc, Bulent, et al. "The role of climate: implications for service employee engagement and customer service
performance." Journal of the Academy of Marketing Science45.3 (2017): 428-451.
12 Britishairways.com 2019. Travel [online]. Available at: https://www.britishairways.com/travel/home/public/en_in
(Retrieved on: 03 May. 2019).

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 The Globalization tends to have a strong impact on the overall operations of a business.
All businesses as present in the international environment, would be required to ensure
that they cater to the needs of Globalization13.
 Additionally, globalization has a positive impact of customer service and in line of this,
the customers have benefited greatly.
 British Airways has made considerable use of technology and communication with the
help of Globalization and made considerable use of the latest trends to meet with the
customer service positively.
13 Goodman, John. Strategic customer service: Managing the customer experience to increase positive word of
mouth, build loyalty, and maximize profits. Amacom, 2019.

11ASSESSMENT
Bibliography
Britishairways.com 2019. Travel [online]. Available at:
https://www.britishairways.com/travel/home/public/en_in (Retrieved on: 03 May. 2019).
Chen, Rachel JC. "From sustainability to customer loyalty: A case of full service hotels’
guests." Journal of Retailing and Consumer Services 22 (2015): 261-265.
Goodman, John. Strategic customer service: Managing the customer experience to increase
positive word of mouth, build loyalty, and maximize profits. Amacom, 2019.
Hanson, Dallas, et al. Strategic management: Competitiveness and globalisation. Cengage AU,
2016.
Hopper, Trevor, Philippe Lassou, and Teerooven Soobaroyen. "Globalisation, accounting and
developing countries." Critical Perspectives on Accounting 43 (2017): 125-148.
Jung, Na Young, and Yoo-Kyoung Seock. "The Effects of Customer Age on Service Recovery
Evaluation Process in Retail." (2017).
Krugman, Paul. "Crises: The price of globalisation?." Economics of Globalisation. Routledge,
2017. 31-50.
Kumar, Ranjit. Research methodology: A step-by-step guide for beginners. Sage Publications
Limited, 2019.
Menguc, Bulent, et al. "The role of climate: implications for service employee engagement and
customer service performance." Journal of the Academy of Marketing Science45.3 (2017): 428-
451.