Customer Service Analysis: Fly Emirates in the Travel & Tourism Sector

This report examines customer service practices at Fly Emirates, a major airline in the travel and tourism industry. It identifies factors influencing customer decisions, discusses the positive impacts of excellent customer service, and emphasizes the importance of managing customer expectations. The report analyzes and evaluates the consequences of failing to respond effectively to customers, including damage to reputation and customer loss. It highlights Emirates' customer-focused strategy, including 24/7 support and accommodations for disabled passengers, while also acknowledging challenges such as flight delays and safety concerns. The report concludes that Fly Emirates generally prioritizes customer satisfaction but must address specific issues to maintain its positive image and retain customers. Desklib offers a wide range of solved assignments and past papers to aid students in their studies.

Travel and Tourism

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
P1 Factors that influence customer decision in the travel and tourism industry.........................3
P2 Positive impacts of delivering excellent customer service.....................................................3
P3 Importance of managing customer expectations....................................................................4
M1 Analysis of impacts of a travel and tourism organisation not responding effectively to a
customer.......................................................................................................................................4
D1 Evaluation of impacts of a travel and tourism organisation not responding effectively to a
customer.......................................................................................................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................1

INTRODUCTION
Fly Emirates is the one of the largest airline of United Arab Emirates, based in Dubai. It
is subsidiary of The Emirates Group and founded in 1985, 36 years ago. It is owned by
government of Dubai's Investment Corporation. Emirates operate to 161 destinations in 85
countries and 59,519 employees across world. In financial year 2019-20 it has generated
revenue of around AED 92.0 billion with a profit of AED 64.0 billion (Puteri Shahirah Ghazali,
2019).
The report reflects the brief picture of its customer services and their impact on
organisation. There are several factors which affect the customer decision in this industry, so
managing the customer expectation is very important. It also analysis and evaluate the impact of
factors which does not respond effectively to the customers and become a barrier in providing
the good services to customers. Good customers service is important because it helps in
increasing the customer retention and revenue, result in positive review and build strong brand
image.
MAIN BODY
P1 Factors that influence customer decision in the travel and tourism industry
There are different types of customers that are focused upon by Fly Emirates: frequent
flyers, loyal customers, customers who require high quality products and services, customers
who require lowest price products and services. In order to make decisions customers first of all
research about products and services they require for fulfilment of their needs and requirements.
When they find a product that can fulfil their needs, requirement, is durable, and within their
budget and is of desired quality then in such case customers make decision of whether to buy a
product or not (Afthanorhan and et.al, 2019).
Travel and tourism industry business organization people uses tourist for enhancing their
business by producing different kinds of services and products required by them. Organizations
like Fly Emirates provide Airline services and products to their customers who want to travel
from one destination to another with comfortable sitting and affordable prices. It is important for
Fly Emirates to fulfil needs and requirement of tourism and other customers as their complete
business success is dependent upon their customers.

P2 Positive impacts of delivering excellent customer service
When organizations like Fly Emirates provide and deliver high quality or excellent
customer service then it can directly help them in enhancing their customer base by attracting a
greater number of customers, enhance loyalty of their existing customers which can eventually
help them in maintaining positive brand image, enhance revenue as well as profitability of
organization. These are some positive impacts of delivering excellent customer service to
customers by Fly Emirates. In order to maintain provision of excellent customer service they ask
for feedback from customers so that required changes or updates within their services can be
done (Alanezi and Al-Zahrani, 2020). this further help fly Emirates to maintain loyalty of their
customers customers review are being focused upon, high quality of products and services is also
maintained and any kind of improvement required is also done. This maintenance of service
quality help in building trust among customers.
P3 Importance of managing customer expectations
It is important to manage the customers' expectation because it retains customers and
extract more value from them. But when it fails to manage the customer expectation then it
results in negative review and even customer can change mind to switch the brand. Emirates
airline has successfully created a customer focused strategy which result in fulfilling the
customers' expectation by offering a combination of products and services, customer support
system and luxurious experience. Their 24×7 customer support executive are always ready to
solve the query of customers as soon as possible.
Passengers who are disabled are provided with wheelchair at airport. The Air Carrier
Access Act is law that makes it illegal for airlines to discriminate the passenger with disability.
There are several laws which include rules and policies to protects the customers and right to
receive the 100% service for what they have paid. Civil Aviation Authority is responsible for
regulating the aviation sector in UK which also include the airlines' industry.
M1 Analysis of impacts of a travel and tourism organisation not responding effectively to a
customer
Fly Emirates is providing customer support to its customers before, during and after the
flight. Any difficulties and complexities result in negative impact on the organisation services.
But improving them lead to happier customers, better travel experience and improve service

rating. Delay in flight is the major inconvenience caused to passengers. It results in missing
scheduled appointment and other commitments. Further more delayed passengers suffer anger,
frustration and even change mind for next time. Safety perception is also one of the major aspect
for customers and any safety measures fails then it leads a major impact on customers minds
(Khudhair and et.al, 2019).
D1 Evaluation of impacts of a travel and tourism organisation not responding effectively to a
customer
The impact which causes due to not responding the customers effectively in reference to
travel and tourism organisation results in causing damage to reputation and in losing the
customer. The organisation with bad customer service traits often face negative consequences.
The customers are mainly affected by the long wait times and response time, poor attention and
unprofessional as well as interpersonal behaviour result in switch towards other brand. Whereas
improvement in services and experience result in managing the customers expectations (Saleem
and et.al, 2017).
CONCLUSION
Above discussion reflects that Fly Emirates is the one of the largest airline organisation,
who takes care of customers expectation as well as satisfaction. It also provides idea about the
factors which impact the customer decision in travel and tourism industry. Emirates airline with
its excellent services build the positive image in mind of its customers. But there is certain
situation which impact the organisation, this arises due to not serving the customers effectively,
delay in flights, lack of safety measures. Focusing all those factors is very important or it will
result in losing the stable customers.

REFERENCES
Books and journals
Afthanorhan, A., and et.al., 2019. Assessing the effects of service quality on customer
satisfaction. Management Science Letters. 9(1). pp.13-24.
Alanezi, F. and Al-Zahrani, R., 2020, January. Strategic Management of Emirates Airlines.
In Proceedings of the 2020 2nd Asia Pacific Information Technology Conference (pp.
172-177).
Jahmani, A., and et.al., 2020. The relationship between service quality, client satisfaction,
perceived value and client loyalty: A case study of fly emirates. Cuadernos de Turismo.
(45). pp.219-238.
Javed, F. and Cheema, S., 2017. Customer satisfaction and customer perceived value and its
impact on customer loyalty: the mediational role of customer relationship
management. Journal of Internet Banking and Commerce. 22(S8).
Khudhair, H.Y., and et.al., 2019. Quality Seekers as Moderating Effects between Service Quality
and Customer Satisfaction in Airline Industry. International Review of Management and
Marketing. 9(4). p.74.
Saleem, M.A., and et.al., 2017. Impact of service quality and trust on repurchase intentions–the
case airline industry. Asia Pacific Journal of Marketing and Logistics.
Online references
Puteri Shahirah Ghazali, 2019 [Online]. Available through
<https://www.researchgate.net/publication/337908583_The_Impact_of_Customer_Satis
faction_on_Emirates_Airlines_Profitability>
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