Hospitality and Tourism: British Airways Quality Management Report

This report provides a comprehensive analysis of British Airways' quality management practices within the hospitality, tourism, and events sector. It begins with an introduction emphasizing the importance of customer satisfaction in these industries. The report then delves into a case study, identifying reasons for poor quality at British Airways, such as issues with food service and rude crew behavior, which led to a decline in customer satisfaction. It analyzes the airline's financial capabilities, presenting financial data to assess its capacity for improvement. Furthermore, the report recommends strategic planning and the adoption of a Total Quality Management (TQM) approach, including the plan, do, check, and action phases, to minimize errors and enhance service quality. The report concludes by highlighting the significance of maintaining high service standards to foster customer relationship management. The analysis is supported by relevant references from books and journals.

MANAGING QUALITY IN
HOSPITALITY TOURISM
AND EVENTS IN
HOSPITALITY, TOURISM
AND EVENTS

Table of Contents
INTRODUCTION................................................................................................................................3
CASE STUDY 2 ..................................................................................................................................3
TASK 2 ................................................................................................................................................3
1. Provide at least 1 reason for poor quality that affected British Airways. ...................................3
2. Evaluate British Airways financial capabilities and competent staff to improve quality ...........4
3. Give at least 1 recommendation to British Airways so that quality of their service is improved
by applying total quality management concept...............................................................................5
CONCLUSION....................................................................................................................................7
REFERENCES.....................................................................................................................................8
Books & Journal:.............................................................................................................................8

INTRODUCTION
In hospitality, customer satisfaction play vital role in business. It is responsibility of tourism
as well as hospitality industry to provide quality of services to customers. So, in such businesses
main focus is to keep end users satisfaction level high to achieve goals & objectives. This report
includes reason for poor quality of BA, financial capabilities of firm and recommendations to
improve quality by using total quality management concept.
CASE STUDY 2
TASK 2
1. Provide at least 1 reason for poor quality that affected British Airways.
In business, other than profit motive it is important for tourism as well as hospitality
industry to manage and maintain their services so that firm goodwill increases and sales revenues
are generated at rapid level. British Airways has been considered as worst airline and is in second
position after Ryan-Air. After examining the above case study it has been founded that due to poor
quality of food, British Airways has been affected at deeper level. Many complaints were made
regarding not serving food and beverages in proper order and manner which diminishes the
satisfaction level and increases the gap. This affected the entity goodwill as well as creditability at
wider and broader (Sipe, 2018).
One traveller said that crew of BA was rude and also accommodation was not up to the
mark. So, it is essential for firm to understand the GAP between customers and entity. Thus, GAP
model has been discussed below-
Gap 1; Knowledge Gap- In this, enterprise is unaware about expectation of customers and
this occur due to many reasons such as improper market research, less customer interaction etc.
Gap 2; Policy Gap- This includes management understanding of end users needs and
service delivery as well as standards. So, British Airways revolves around this due to several
reasons such as low customer service standards, not updating regular service policies (Ban 2019).
Gap 3; Delivery- This refers to gap between service delivery and actual delivery service.
For example- BA provide food services in airline but numbers of complaints has been charged by
customers such as not providing food according to their chosen meal, low quality of service etc.
Gap 4; Communication- In this, what promised were made to customers and what actually
they are delivered produced the gap. In relation with BA, accommodation service such as seats of
airlines is of poor quality and end users do not feel comfort. This mostly occurs due to lack of
communication between operation level and management.

Gap 5; Customer Gap- It refers to comparison between customers perception with
expectation. Such type of gap mostly arises because of not understanding quality and services by
customers in appropriate manner.
2. Evaluate British Airways financial capabilities and competent staff to improve quality
It is crucial for every firm to analyse and identify the financial capability of business so that
performance and progress level of business are analysed in proper manner (Pongamponkaiwan,
2020).
Financial performance report
Financial data £ million 2018 2017 Restated² Better/(Worse
Passenger revenue 5,481 5,254 4.3%
Total revenue 6,124 5,840 4.9%
Total expenditure on operations (5,362) (5,208) (3.0)%
Operating profit before exceptional items 762 632 20.6%
Exceptional items 547 (66) nm
Non-operating items 72 7 (928.6)%
Profit before tax 1,381 573 141.0%
Operating figures 2018 2017 Restated² Better/(Worse
Available seat kilometres (ASK1) (m) 90,325 88,228 2.4%
Revenue passenger kilometres (RPK1) (m) 73,461 70,823 3.7%
Cargo tonne kilometres (CTK1) (m)³ 2,154 2,198 (2.0)%
Passenger load factor1(%) 81.3% 80.3% 1.0%
Passengers carried (000) 22,475 21,607 4.0%
Passenger revenue per ASK (p) 6.07 5.95 2.0%
Passenger revenue per RPK (p) 7.46 7.42 0.5%
Non-fuel costs per ASK (p) 4.41 4.51 2.2%
The above table depicts the financial capability of British Airways of and by analysing this it
is stated that passenger is low as compared to other profits. So, operation manager of BA make
ensures that staff members should handle customers with courtesy and behave as professional. This

helps in improving quality standards and delivers customers what they expect. BA should invest
more where they are lacking such hospitality so that gap between firm as well as end users is
reduced (Efthymiou, 2019).
3. Give at least 1 recommendation to British Airways so that quality of their service is improved by
applying total quality management concept
Recommendation-
It is recommended that BA should strategic planning because it helps business to take
competitive advantage.
Strategic planning- In this competitive era, it is important for British Airways to adopt strategies
and tactics to deal with competitors and rivals. With help of proper strategic planning BA will be
able to understand and target the customers according to the changing needs and demands. This also
leads to using resources appropriately and properly.
Total quality management- It is concept which is used mostly by organisations to reduce
and minimise errors and improve quality of the production. British Airways should adopt TQM
approach so that there airline quality of services, standards and policies are improved. This concept
involves four types of phases which are mentioned below-
Plan- This is the first phase of TQM in which employees present and express their problems
which are faced by them in during the operation and also they find root cause of that problem so
that planning is done how to face and tackle them. In relevance with BA, they should conduct
meetings every week, monthly and yearly so that what issues are faced by staff are analysed.
(Stremlau, 2020).
Do- Further comes the doing aspect in which strategies and tactics are implemented for the
identified problem and measures are done accordingly. Thus helps in understanding and creating
solution for the issues and challenges effectively. So, British Airways can use this aspect by
gathering and collecting reliable information from the sources and by market research. This will,
assist them in
Check- In this, evaluation and analysis is done of previous and current data or performance
so to examine the progress of level. With help of marketing team, BA should adopt this method so
that weak spot of business is examined.
Action- At last stage, staff members and personnel update their results so that focus is made
on other activities also and new challenges are addressed. Employee should arrange all the
documents and paper work so that it becomes easy for British Airways to carry out their functions

and operation smoothly & effectively.

CONCLUSION
After a brief analysis of above report it is concluded that in hospitality and tourism industry

it is crucial to maintain as well as manage service of the business. To understand and deliver good
service it is necessary to use Gap Model which assists entity to analyse the gap between customers
& firm. Further, financial capability also play vital role in business so that quality of services are
improved in better way. Then, Total Quality Management approach is used which helps in reducing
and minimising the faults in quality. Hence, to achieve and maintain customer relationship
management it is important to provide good quality of services.

REFERENCES
Books & Journal:
Sipe, 2018. From satisfied to memorable: An empirical study of service and experience dimensions
on guest outcomes in the hospitality industry.Journal of Hospitality Marketing &
Management,27(2), pp.178-195.
Ban 2019. An exploratory examination of service quality attributes in the ecotourism industry.
Journal of Travel & Tourism Marketing. Jan 2;34(1):132-48.
Pongamponkaiwan, 2020. The GAP Model of e-Government Service in Thailand e-Tourism.ECTI
Transactions on Computer and Information Technology (ECTI-CIT),14(1), pp.11-19.
Efthymiou, 2019. The Impact of Delays on Customers' Satisfaction: an Empirical Analysis of the
British Airways On-Time Performance at Heathrow Airport.Journal of Aerospace
Technology and Management,11.
Stremlau, 2020. The financial motivation to keep information secure.Computer Fraud &
Security,2020(2), pp.18-19.
Pambreni, 2019. The influence of total quality management toward organization
performance.Management Science Letters,9(9), pp.1397-1406.
Khan, 2019. Total Quality Management practices and work-related outcomes.International Journal
of Quality & Reliability Management.
Köseoglu, 2019. Intellectual structure of strategic management research in the hospitality
management field: A co-citation analysis.International Journal of Hospitality
Management,78, pp.234-250.
Rahman, 2019. The Impact of Total Productive Maintenance (TPM) as Mediator between Total
Quality Management (TQM) and Business Performance.
Köşker, 2019. The effect of basic personality traits on service orientation and tendency to work in
the hospitality and tourism industry.Journal of Teaching in Travel & Tourism,19(2), pp.140-
162.