Managing Quality in Tourism: A Case Study of British Airways

This report examines quality management practices at British Airways, particularly in light of challenges faced during the pandemic. It identifies issues related to customer satisfaction and service delivery, using the SERVQUAL model to assess gaps in reliability, assurance, tangibles, empathy, and responsiveness. The report explores the potential impact of benchmarking as a technique for improving service quality and recommends strategies for British Airways to enhance its quality management systems, address customer concerns, and regain a competitive edge in the tourism industry. The analysis highlights the importance of consistent service delivery, effective communication, and customer-focused approaches in maintaining and improving quality standards within the airline.

Managing of Hospitality and
Tourism Events

Executive Summary
As per the following report, it consider about the managing of quality in tourism by
consider British Airways company and they faced serious issues in pandemic situation. Other
points are highlight on the basis of identified issues and how the quality management can create
impact on British airways business. To used Benchmarking as technique to resolve the challenge
that effectively faced during the British Airways internal workplace.

Table of Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Identify and describe about the concept of quality management...........................................4
Outline the problems which faced by recently in British Airways to applying dimension
SERQUAL..............................................................................................................................6
Assess the impact the one of following techniques which could have British Airways in terms
of delivering consistent and effective quality of management...............................................8
Recommendation..................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Managing quality is the process that ensure the purity of product and services and also it
must have relevant traits of specification which fulfil the customer expectation (Stienmetz., Kim.
and Fesenmaier, 2021). Through better quality management is essential to create superior way of
quality product and services. The role of quality management in hospitality and tourism, it
involves consistent delivery of products and guest services accordingly to expected standards. In
this, manager must identify record and weigh up the impact where the cost profit and position
towards the prioritise towards the quality improvement process in their own priority. In this
following report, the company has been selected as British Airways that is type of tourism airline
business in United Kingdom. The topic is based on British Airways case issues as they are facing
certain factors such as customer are not satisfied and they have negative opinion regarding with
British airways services. Some of management tools implemented to collects the information.
MAIN BODY
Identify and describe about the concept of quality management.
Quality Management is a process that is based on the concern as with this the
transformation of different basic inputs as like raw materials into the furnished goods and
services. It is a procedure though which the accomplishment of various profitability and
performance is developed as it assist to covered largest market share and in this the working
potential also get developed (Honcharov and Honcharova, 2021). In this the company must have
ensure that all the different requirement and demand of customers must get satisfied in
satisfactory manner. Further, it can be defined as a structure of management that contemplate
that every person working in an enterprise is accountable for maintaining the optimum quality in
each and every activity of the company. In this activity the managers try to keep up with the
levels of qualitative aspects regarding their products and services to maintain a standard level of
excellence. The work of quality management is pervasive and continuous in nature and it
includes detecting, reducing and eliminating the errors during manufacturing process for overall
customer satisfaction. The total quality management could help the British Airways in following
ways:
 Cheaper Flights and Hotels : The British Airways surely had been unsuccessful during
the pandemic period but with the help of overall quality management the company will

be able to provide cheaper rates for its services. This company could improve its business
connections across the entire travel industry, thus allowing them to gain favourable
outcomes.
 Expert Opinion and Insight : If the overall quality management is maintained the
company would be able to manage its funds more appropriately as well as it could
provide insight on how customers could best spend their money.
 Customer support and help : Although most of the companies failed in providing
support and help to the customers during the pandemic which lead to customer
dissatisfaction during those times. In order to have a proper quality management a
company should be looking towards channelizing efforts in customer help and support.
 Assistance regarding travel policies : The company's work and efforts towards
assistance regarding travel policies and plans makes the quality management more
effective and efficient. The work regarding travel assistance was unsatisfactory by the
company, hence it should focus towards developing it.
 Consolidate Reporting : The travel management experts will determinately go a extra
mile to help their customers in analysing whether their spending are not going high, in
order to stabilise.
 Travel alerts and Warnings : Once the travel plan is executed the company closely
monitors their customers and provide on time alerts regarding their arriving travel plans,
travel routes and warnings.
Quality Guru evolution:
According to this concept is reflect about those leaders who defined about what has
actually becomes the contemporary meaning about quality which mainly regulated towards
better industries and preferences of customer’s mind. By this concept brought by famous
management philosopher Philip Crosby that contains four major actual element of quality
management effectively are:
 Quality of Conformance to requirement.
 Quality of prevention is prefer through quality inspection.
 By having Zero defect about better quality performance standard.
 Through Quality is measured about effective monetary terms.

By mentioned above quality of guru element would help to British Airways airline services
development and also enhance more flexible way to commence better work quality effectively.
Another concept of quality produced by F.W. Taylor that depicted Principle of Management.
These principles contain contains flexible procedure of quality management which brings more
development in product and services.
Evaluation
As the British Airways has faced certain issues during the pandemic situation where
customers of British Airways are having negative feedback regarding with airline services. The
quality management is planning to establish better system on which customer would get their
payments and keep them satisfaction increased by facilitating them proper airline and tourism
services (Klimecka-Tatar and Ingaldi,., 2021). The quality management plays an important role
as it has been described above sections but for British Airways to mitigate the pandemic issues
they need to make their business more effective set of policies, process and procedure in
perspective of British Airways. These polices and process referred the pandemic restriction and
strategic plan to reduce the issues of Covid. Further, leaders or manager of British Airways are
highly responsible for maintain airline quality in their services. As they both would is plays vital
role within the business and with this motivates other by providing appropriate direction. In this
the vision, mission, target and objective is processed by the leader to the others in this all the
profit is accomplished in effective manner.
Outline the problems which faced by recently in British Airways to applying dimension
SERQUAL.
The issues or problem which has been faced by British Airways is that customers or
people of UK are highly criticised the British Flag as well as British airways. The reason of this
violence due to lack of satisfaction by customer of British airways during pandemic situation.
Many flights has been postponed with that customer did not received their payments or refunds.
In February 2021, there was compliant report by 2.3 million people with negative responses of
not providing the flights. These are the main issues which generates for the British Airways to
mitigate the challenges but due to lack of quality management practise the company is not able to
provide proper information as well fails to regulates the business effectively. The main problem
in quality management are product and services which tend to provide by the company are not
facilitates appropriate manner. The last decade tourism industry of UK was one of the

accelerated industries with a forecasted value of £257bn by 2025. But after the attack of COVID-
19, industry has lost £37bn this year just because of this rapid spread of Coronavirus. British
Airways is one of the leading travel Airline company which excel in International Tourism
Hospitality and Management (Abbas., 2020). In United Kingdom, the impact of Covid-19 creates
destructive outcomes generate where small and large business near to collapsed. Similarly it has
created impact on British Airways business for that analysation SERVQUAL model applied to
measure the lack of services quality in company perspective.
There are five dimensions of SERVQUAL which simplify about RATER model that contain five
major elements. In this, customer get to evaluate their Reponses that understood as service
quality dimension used to find out perceived service quality on having multiple items scale.
All the business has faces different situation as with this perform different operation and
functions in this the manager and leader processed their working in which all the complex
situation is converted into the simpler one. In this the ability of business to gain the competitive
advantage from the aggressive marketplace thus better potential is attained within limited period
of time. According to these dimension suggest an item of better scale of service quality service
as per customer perceptions. For British Airways facing issues from their customers as they are
not satisfied through their services marketing.
 Reliability :This is having ability of the firm that perform to the services effectively
and accurately. It measure weather the firm that lived up to creates promises or not. For
British airways their services needed to perform actively by make sure about what their
customer are exactly demanding.
 Assurance: According to this dimension, it depends about the employees of the firm.
It is having skills to better produce trust and having effectively credibility in better
consumer. It requires about proper knowledge and dedication. In perspective of British
Airways company their team or employees must efficient enough to provide proper
airline service to customer in right form of time. With that, training and development
along with employee engagement activities help to improve the employees efficient
level.
 Tangibles: It is a type of dimension that refers about the physical facilities, equipment,
personal and communication. In perspective of British Airways company their

machinery and other form of equipment must available to generate positive outcomes.
It also helps to enhance effective communication to generate positive outcomes.
 Empathy: In this dimension, it refers about the attention and priority the organisation
which gives to need request of customers and provide services as promised. As the
British Airways are facing high lack of quality in their services. For that, empathy can
makes for better consider the request for services that has been promised effectively.
 Responsiveness: This dimensions is related towards the firm and it creates better
ability and also create willingness to aid of customer and provide and adopt services
which has been promised from the customers (Raza, Umer and Dahri , 2020). In
perspective of British Airways their desired services needed to promised to customer
that must fulfilled and also creates more positive impact on customer satisfaction level.
Evaluation:
From above SERVQUAL model is summarised with the help of five major dimensions
that describe to responsibility with that lack of quality raises in British airways. To make that
control company need to measure the instant requirement which would help to increase their
better services improvement to better generate outcomes effectively. Further, the customer
services demand and resources must available on the basis of situation requirement effectively.
Assess the impact the one of following techniques which could have British Airways in terms of
delivering consistent and effective quality of management.
The impact of issues which generates through Covid which has make more decline the
business about business in the market. Through Customer constant generating feedbacks
regarding with their services airline services issues and it also make more impact on the airline
service of British Airways. Through this, management of British airways not able to fulfil the
requirement of customers as well as they are facing from the longer period of time. in recent
year, British Airways not properly interact with customer due to faced high influenced of
pandemic issues and also generates more negative outcomes. By using one of important
technique called Benchmarking for British Airways problem identifies and also effectively
improves the quality efficient.
Competitive Benchmarking at British airways.
Through competitive Benchmarking model is used to includes the comparison
working for standard of the cooperate firm that makes includes the potential competitors

of the firm within marketplace. In given context, manager of British Airways are facilitated
with attained desired goals and objectives of the airlines through reflecting for making
their effective standard of working. Sean Doyle being the current CEO of the firm compare
standard working of once company to its competitor i.e. EasyJet. Below is the presentation
of benchmarking matrix comparing working at British Airways and EasyJet;
Basic of standard British Airways Easy Jet
Enhance Brand
Awareness
Through British Airways consider
client satisfaction is one of major
priority where they provide excellence
way of airline services as per the
requirements. This would leads
towards respective brand image as it
have variety of operational market.
Easy Jet and their working
standards to having brand
extension which is turn the
lead for poor impression over
the effective brand image
(Luke and Heyns., 2020).
Even their airline brand also
one of leading company in
competitive market.
Leads towards Social
Media
Social media reach in every areas and
it is one of flexible approach that helps
the company to generate more positive
responses. There are many social
media platform on which 22229,312
count reflecting to data displayed by
Masha Maksimava in social media
share of voice for the 10 most
discussed airlines (10 best airlines of
2019: A social listening report, 2021)
For EasyJet also for reach the
respective company to makes
more profit and total count
about 1,48,016 and also
contributes to 10.2% for better
social media share of voice
about 10 most discussed
Airlines((10 best airlines of
2019: A social listening
report, 2021)..
Ranking As per the ranking of British Airways
stays on the top in terms of most
popular airlines within UK. It could
raise be the result of decent brand
image of company in competitive
market platform.
As per the ranking of EasyJet
is downward as per
comparison of British
Airways. This reflects towards
brand extension through get
approach as per the given

aviation industry.
Product Success The only product of British Airways
criteria for chosen through firm depend
on proving the appropriate standard of
services as per the respective manner
for customer point of view (Kamann
and Rother., 2021). For the given
aviation firm product success rate that
depend on customer generate
feedbacks after taking consumption or
intake of services.
In context of EasyJet as it
given managers for firm it
creates to measure of proper
product success in terms of
existence or making
consumption towards
company’s product and
services in various market
throughout within the world.
Evaluation
On the basis of above analysation where table which shows the comprising the standard
of both mentioned where firm using competitive benchmarking technique. The main purpose of
making tool of assessing and comprising performance in order to accomplish continuous
improvement. For British Airways, benchmarking is part of total quality where the management
makes more creative by focus on outcomes, encourages the information sharing. Further, the
helps of benchmarking makes more vulnerable to gain more opportunities to gain positive way of
outcomes (Bodria and et. al, 2021). Therefore, it reflecting about company’s internal as well as
external towards better business environment managers of firm need to take consideration of
market to changes the consumer behaviour. On the top of this, managers of the firm are also
guided benchmark the position of company and effective introduce the benchmark process.
Recommendation
On the basis of above section of managing quality part that describe the overall situation
to generate positive outcomes. In perspective of British Airways there are some recommendation
which would help to mitigate their customer negative feedbacks:
 The company needs to make their policies and procedure up to the mark and also make
sure the Covid guidelines are highlighted on each rules and regulation effectively.
 The feedbacks which generate by customer British Airways must resolve in effective
manner.

 By utilising benchmarking tool would help to maintain and also improves the process of
business regulation effective manner.
Further to recommend about Total Quality of Management and its concept which can better
utilised by British Airways is the constant process of detecting and reducing or eliminating errors
in manufacturing errors to streaming for effective supply chain management, improvising the
better customer experience. Some of the concept of TQM which assure about the better quality
management work would attained effectively such as Learning, Experience, Ability etc.
According to Juran’s Quality Trilogy he introduced three ways of quality management that can
also consider through TQM to effective improvising quality planning, Quality control and
improvement. All these three factors would focus on quality control, planning and better
improvement.
CONCLUSION
From above the report it summarised about managing of quality in tourism by consider
airline company where it faced some serious issues by customers. The feedbacks are generated
more challenging environment for business and also company has not able to attain better
competitive advantages effectively. By assorted SERVQUAL model that described about how
company can identified their issues and resolve it to implemented strategic solution within
effective manner. At last, used of benchmarking tool or technique creates to mitigate the issues
and other factor within effective manner.

REFERENCES
Books and Journals
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tourism experiences: Foundations for tourism design. Journal of Destination Marketing &
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Honcharov, A. and Honcharova, S., 2021. Strategic approach to managing the quality of the
services of the tourism enterprise. Development, 18(2), pp.19-28.
Klimecka-Tatar, D. and Ingaldi, M., 2021. Service quality management in term of IHRM
concept and the employee internationalization. International Journal for Quality Research,
15(3), p.753.
Sharipov, K., 2020. Sharipov Kongratbay THE IMPORTANCE OF QUALITY
MANAGEMENT IN INNOVATIVE-INVESTMENT DEVELOPMENT OF INDUSTRIAL
ENTERPRISES OF UZBEKISTAN (ON THE EXAMPLE OF ANDIZHAN AUTOMOBILE
INDUSTRY). Архив научных исследований, (27).
Abbas, J., 2020. Impact of total quality management on corporate sustainability through the
mediating effect of knowledge management. Journal of Cleaner Production, 244, p.118806.
Raza, S.A., Umer, A., Qureshi, M.A. and Dahri, A.S., 2020. Internet banking service quality, e-
customer satisfaction and loyalty: the modified e-SERVQUAL model. The TQM Journal.
Luke, R. and Heyns, G.J., 2020. An analysis of the quality of public transport in Johannesburg,
South Africa using an adapted SERVQUAL model. Transportation Research Procedia, 48,
pp.3562-3576.
Kamann, C. and Rother, C., 2020. Benchmarking the robustness of semantic segmentation
models. In Proceedings of the IEEE/CVF Conference on Computer Vision and Pattern
Recognition (pp. 8828-8838).
Kamann, C. and Rother, C., 2021. Benchmarking the robustness of semantic segmentation
models with respect to common corruptions. International Journal of Computer Vision, 129(2),
pp.462-483.
Bodria, F., Giannotti, F., Guidotti, R., Naretto, F., Pedreschi, D. and Rinzivillo, S., 2021.
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arXiv:2102.13076.