British Airways: Quality, Staff, and Financial Capabilities Report

This report provides an analysis of British Airways' service quality, focusing on the reasons for poor service, including low-quality food, poor handling of customer complaints, and inadequate staff training. It evaluates British Airways' financial capabilities and staff competence to improve quality, highlighting the importance of financial resources for investment in new technologies and training. The report offers recommendations for improvement, including implementing Total Quality Management (TQM) and providing comprehensive training to staff, particularly in customer service. The report emphasizes the need for continuous performance evaluation to enhance productivity, customer loyalty, and overall market position. The report draws on the case study to support the analysis and recommendations.

British Airways
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Contents
INTRODUCTION...........................................................................................................................3
TASK 2............................................................................................................................................3
1. Reason for poor quality that impacted British Airways.....................................................3
2. Evaluation to what extent British Airways has competent staff and financial capabilities to
improve quality.......................................................................................................................4
3. Recommendations to British Airways to improve quality of their service........................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6
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INTRODUCTION
Hospitality industry is wide and involve food & drink service, transportation, theme parks,
event planning and so on. In the service industry, hospitality sector contributes a major part and
ensure to fulfil the needs of customer. It is important for hospitality industry to maintain quality
and offer on-time service to customers in order achieve growth as well as success. For the
present report, British airways is taken into consideration. It is the second largest airline that is
headquarter in London, United Kingdom. It was founded in the year 1974 and at present it give
service in more than 185 destinations. The report covers the reason of poor management of
airways along with the financial capabilities and staff member’s competencies to improve
quality. Moreover, recommendation is given in order to improve services and total quality
management concept is discussed in the report.
TASK 2
1. Reason for poor quality that impacted British Airways
According to the case study, it is determined that British Airways offered food which is of
low quality to the passengers due to which customers did not want to consume services. In
addition to this, its managers and staff members did not handle customer complaints and did not
give priority to resolve them. One of the reason is, the company has incompetent call centres.
The customer service team is not able to solve the queries of passenger and customers were not
answered if the flight delays and cancelled (Chao, Tan and Wong, 2018). Customers call hold for
more than an hour but did not get reimbursement easily. In addition to this, the company is
focusing on marketing and external factors and did not put eyes of what is being internally done
by the employees or the staff members. Another reason is, not checking the quality of food
before serve the passengers and due to this, the market image of company decline and impact
negatively on the overall performance. The management team did not monitor and check
performance of staff members and did not gain knowledge regarding customer complaints which
is the main reason of poor quality service of British airways. In order to maintain quality and
handle customer queries in an effective manner, it is essential to provide training to customer
service team and evaluate their performance on continuous basis.
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2. Evaluation to what extent British Airways has competent staff and financial capabilities to
improve quality.
After the breach of security system of British Airways and poor security arrangements at
the time of login, payment impact on the financial performance of company in a negative
manner. From the given case study, it is analyse that more than 60 per cent of profit is going
down in 2019 of British Airways. This affect negatively on the revenue as well as market share
of company. The evaluation of financial capabilities and competent staff to improve quality is
given below:
 The financial resource of company are highly valuable that aid in investing external
opportunity and also help in dealing with external threats. The financial strength of
British Airways is strong that help in improving quality as company can purchase
new software’s as well as processes that assist in enhancing quality (Ortiz Blanco,
and Villiers, 2018). In addition to this, the company can also provide training to
staff members that occur high cost to company but enhance skills of staff members
to offer quality service to passengers and handle customer complaints.
 Employees are the valuable resource and a portion of staff members of British
Airways is highly trained that assist in gaining positive output for the company. Its
employees is loyal and put their efforts in order to attain objectives on time period.
All this help company to improve quality of service and create value for the
customers in an effective manner.
3. Recommendations to British Airways to improve quality of their service
In order to gain success and develop market position, it is essential for British Airways to
improve the quality of service in an effective manner. The recommendations to improve quality
is given below:
 Total Quality Management: It is an approach, which seeks to improve quality &
performance that will fulfil customer requirements. Herein, the management team and
staff members continuously make efforts in order to improve quality and customer
loyalty as well. This technique include PDCA cycle that is planning, doing, checking and
acting phase. Through this cycle, the higher authorities can effectively plan to improve
quality and implement it in an effective manner. This also assist in checking the
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performance and quality as per the expectation so that high quality offering is given to
customers.
 Provide training to staff members: It is suggested to managers of British Airways to
provide training and development session to staff members and specially to the customer
service team (Taylor, Moore and Byford, 2019). It will help them to resolve customer
queries and handling complaints in an effective manner that leads to development of
positive mind set of customers towards brand in an effective manner. It will also help
company to enhance its sales as well as profitability level in an effective manner.
CONCLUSION
From the above study, it is determined that it is important for an organisation to offer and
provide quality service to customers in order to gain success and retain in market for longer time
frame. In addition to this, it is essential for managers to evaluate the performance of all the staff
members on continuous basis as it help in making improvements and enhance productivity of the
company. Moreover, Total quality management concept is adopt by the companies on order to
improve quality of service that leads enhancement in profitability and market share of an
organisation.
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REFERENCES
Books & Journal
Taylor, P., Moore, S. and Byford, R., 2019. Cabin Crew Conflict-The British Airways Dispute
2009-11.
Ortiz Blanco, L. and Villiers, S., 2018. British Airways v Commission: Always Aim for the
Sky. Journal of European Competition Law & Practice, 9(4), pp.237-238.
Oxford Analytica, UK British Airways fine sends strong policy signal. Emerald Expert
Briefings, (oxan-es).
Oxford Analytica, Cyberattack against British Airways is a test for GDPR. Emerald Expert
Briefings, (oxan-es).
Gupta, A., Gupta, N. and Gupta, M., 2019. British Airways-A SWOT and PESTLE Analysis-The
impact of Europe 2020 policy. NOLEGEIN-Journal of Corporate & Business Laws,
pp.1-11.
Arlen, J., Azar, J., Bagley, C.E., Baker, W.E., Becker, G.S., Berle, A.A., Blumberg, P., Brasser,
W., Airways, B., Sugar, B. and Telecom, B., CCIE, 98–9 Cheney, ER, 161 Cherry, TL,
170 Chief executive officers (CEOs), 145 Chloroprene rubber cartel, 85.
Chao, Y., Tan, G. and Wong, A.C.L., 2018. All‐units discounts as a partial foreclosure
device. The RAND Journal of Economics, 49(1), pp.155-180.
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