Improving Customer Experience in Regards with Service Quality: A Case Study of British Airways

This presentation discusses the service experience of British Airways, its service design and encounter, service quality, and management recommendations for improving customer experience and service quality.

SERVICE
MANAGEMENT

COMPANY
Popular airline of United Kingdom and is headquartered
at Harmondsworth
Considered to be second largest companies operating in
airline industry of United Kingdom
Known for operating with daily flights schedules to 400
plus cities in the world
Focus on the functionality of customer services
Objectives of the company are global operations by
targeting customers based on business travel and
leisure travellers
Global operations by maintaining quality in the airlines
with the incorporation of latest services, products and
equipment

 Experience was based on the services provided by British Airways
 Decision of choosing British Airways for travelling from Australia to Malaysia for
affordability of the service offerings which connects global networks
 Expectations based on the information regarding delays and cancellations, the
promise of quick refunds, the right of cancelling within 24 hours and transparency of
the service offerings
 Actual experiences was pleasant, company demonstrated the implementation of the
valuable strategies focussed on building customer experience
 The long duration accompanied by features, offer of experiencing the technology of
virtual reality at the check-in desks and in the air, the decent amount of leg space for
a comfortable journey and restaurant-style food option
 Although, the overall experience was pleasant but the company lacked in the service
delivery of the strategized plans.
INTRODUCTION-
SERVICE EXPERIENCE

SERVICE DESIGN AND
ENCOUNTER
Reflects the reputation of quality offerings and in flight
experience
Execute strategies of customer service with associated partners
like airport staff and support vehicle
Advertise heavily for differentiating British Airways from other
brands
Offers booking options, online platform and offline (at the
airport)
I availed the online option with price discounts and extra

SERVICE DESIGN AND
ENCOUNTER
• 24/7 customer service department dedicated to resolve customer
issues and queries regarding the flight
• Trained for the knowledge about service offerings by British Airways
• Hospitality services for flight delays and inconvenience
• Vouchers for refreshments during waiting period
• Lacks execution efficiency due to the gap in aligning customer
experience with the employee motivation.

SERVICE QUALITY
• Service delivery department of British Airways is responsible
for setting specific service standards for constant delivery of
quality customer delivery.
• Point of delivery- Booking services, customer services, check in
services, catering services, baggage delivery services and
services from cabin crew members.
• Recruitment and training strategies are aimed at executing the
strategic service delivery plans.
• British Airways is known for recruiting younger staff member
for the purpose of creating a friendly atmosphere.

SERVICE QUALITY
• British Airways has a designated board, British Airways Quality
Board for ensuring the quality initiatives regarding the service
offerings (Budd & Ison, 2016).
• Failed at ensuring optimum level of employee engagement and
employee motivation.
• Lacks effective employee training and motivation technique
• According to the Gap model, company reflects delivery gap.
• Reasons behind service delivery gap are lack of coordination in the
actual standards and the consistency in quality delivery of services.

MANAGEMENT
RECOMMENDATIONS
Knowledge of customer satisfaction and
employee engagement
Service excellence and employee engagement
Knowledge of customer preferences (Noe et al., 2017).

MANAGEMENT
RECOMMENDATIONS
Leadership style and attitude (Flouris & Oswald,
2016).
Internal-external feedback (Tckhakaia, Cabras &
Rodrigues, 2015).
Overall service excellence

CONCLUSION
Therefore, it can be concluded that
being the flag carrier airline company,
British Airways should direct its focus
solely on the objective of improving
customer experience in regards with
the service quality

REFERENCES
• Budd, L., & Ison, S. (Eds.). (2016). Air transport management: an
international perspective. Taylor & Francis.
• Flouris, T. G., & Oswald, S. L. (2016). Designing and executing
strategy in aviation management. Routledge.
• Noe, R. A., Hollenbeck, J. R., Gerhart, B., & Wright, P. M. (2017).
Human resource management: Gaining a competitive advantage.
New York, NY: McGraw-Hill Education.
• Tckhakaia, E., Cabras, I., & Rodrigues, S. A. (2015). Knowledge
management in airline industry: Case study from the British
airways. In International Conference e-Society.