Analysis of Service Climate and Recommendations for Emirates Airways

This report examines the critical role of service climate in Emirates Airways, a prominent airline company. It begins with an introduction to service climate and its significance in delivering quality services and fostering customer loyalty. The report provides an overview of Emirates Airways, highlighting its operations and the importance of a customer-centric approach. A comprehensive literature review analyzes scholarly opinions and research on service climate, its impact on organizational success, and its relevance to Emirates Airways. The review covers factors like employee perceptions, practices, and behaviors. The report also explores the current employment strategies of Emirates Airways related to service climate. Based on the analysis, the report provides recommendations for improving the service climate within the organization, including rewarding performance, fostering an ethical work environment, ensuring job security, and empowering employees to make decisions. The report emphasizes the importance of employee engagement and its direct correlation to customer loyalty and overall organizational success.

Running Head: Maintaining Service Climate in Emirates Airways
Maintaining Service Climate in Emirates Airways
Literature Review
System04104
9/24/2019

Maintaining Service Climate in Emirates Airways
1
Introduction
Service climate is a shared and collective phenomenon that is essential for delivering
quality services to the customers and increasing their loyalty towards the organisation. It is
the primary requirement of an organisation to create and maintain a positive service climate
in the organisation by motivating, encouraging, and rewarding employees for his perceptions
of the practices and behaviours at the work place to improve the service quality and enhance
the customer satisfaction (Jiang, Chuang & Chiao, 2015). This purpose of this report is to
analyse the importance of maintaining service climate in an organisation like Emirates
Airways, which is a popular airways company of Dubai (UAE). The report also analyses the
opinion and research of various scholars about the importance of service climate in the
organisation and its role in the success or failure of organisation in consideration with
Emirates Airways. This report also analysed the current employment strategies of the
company related to service climate that play a crucial role in providing effective and
satisfactory services to the customer of the company.
Company’s Overview
Emirates Airways is a popular airline company of United Arab Emirates (UAE). The
company started its operations in 1985 and now it is operating its airline operation in more
than 80 countries over 155 destinations. The company operates more than 1500 flights every
week from Dubai to various destinations of the world. Due to heavy competition in the airline
industry, Emirates airways needs to focus on moving towards the customer centric approach
which is only possible if the company creates a service climate in the organisation in which
employees are well trained to deal with the customers (Pătraș, Martínez-Tur, Estreder,
Gracia, Moliner, & Peiró, 2018).
Literature Review
Customers are the most important factors in the airline industry and this is the only
reason that a company has to focus on maintain a good environment in the organisation so the
people can get best possible services or value of their money in return what they spend on the
company’s products or services. According to Ahmed, Kura, Umrani, & Pahi (2019), modern
organisations are more customer-centric rather than traditional product-oriented approach.
Customers are the primary factors in the success or failure of any companies and their
satisfaction is the focal point of organisation success that is only possible if the organisation

Maintaining Service Climate in Emirates Airways
2
maintains a healthy work environment in the organisation where people understand their roles
and responsibilities. Although from last few years, the increasing numbers of reports or cases
of employee’s bad behaviour and even the involvement of cabin crewmembers in rough
behaviour with customers is a major concern for the Emirates Airways that raises questions
on the service climate of the organisation (Osman & Alam 2017).
To survive in the market and facing tough competition, it is necessary for any
organisation to give more understanding to the customers and try to understand what they
want from the organisation (Jiang, Chuang & Chiao, 2015). In such a scenario, service
climate that is related to employee perception, practices, and behaviour in order to provide
best possible service to the customers and improve the service quality is necessary for the
Emirates Airways to stay competitive and effective in the airline industry in UAE (Jia, Reich,
& Jia, 2016). Emirates Airways is a particular airline company that focuses on the needs of
customers and provide them values of money. However, this is not possible if the employees
of the organisation will not understand their role in the organisation. The Emirates Airways
every year rewarded hundreds of its employees for their great contribution in the organisation
and their role. This will not only encourage the other employees rather it also help the
organisation to achieve its goals of serving large number of customers every day with some
unique and world’s best services. Maintaining a service climate in the organisation not only
motivates the employees to give their bet rather it also helps Emirates Airways to provide
best care and services during flights to its customers and build a long-term relationship with
these customer (Jerger & Wirtz, 2017).
Chang (2016) included in his article that maintaining a good service climate not only
enables the organisation to think about the wellness of employees but also promote them for
giving their best to the organisation. It also helps the organisation to adding more value in the
services and enhances the revenue of the company by increasing the number of loyal
customers. The service climate helps the employees to improve their participation in the work
and understand their responsibility towards their work. Emirates Airways, which is one of the
biggest airlines of middle-east region, execute various employment facilities, ensures a
healthy environment, provide training, and reward both to the employees to boost their
confidence in the top management of the organisation. Findley Musgrove, Ellinger, and
Ellinger (2014) has given more emphasis on the importance of service climate and explained
that it will not only increase the trust of employees who are working in the organisation rather

Maintaining Service Climate in Emirates Airways
3
it also help the customers to avail best serviced from the staff, cabin crew members, and other
staffs of the company. However, it can be said the service climate can be beneficial for both
employees and for its customers because company can earn more profit by maintain a good
service climate in the organisation and customers can get more values or desired services
from the Emirates Airways (Li & Huang, 2017).
Maintaining a good service climate generally helps a company to survive in the
competitive environment. Service climate is a shared or collective phenomenon, which is
built in the light of organisational practices that is focused on customer services (Schneider,
Ehrhart, & Macey, 2013). In the era of customer driven services, it is necessary to analyse the
demography of employees and their needs that what they expect from the organisation.
Emirates Airways is known for spreading happiness by huge bonus, giving free tickets to
employees, sending employees on holidays, large salary increment, and opportunities of
promotion in short period of time in the organisation (Osman & Alam, 2017). However, the
company is facing extreme pressure of some bad behaviour in the organisation. However,
maintain a good service climate in the organisation enables the employees of the organisation
to modify the services and facilities according to the customer’s need and provide them all
the facilities they desired in the flight or before flight services. According to Osman and
Alam (2017), a healthy service climate in the organisation is generally given the freedom of
taking quick decisions in favour of the organisation and also enables the employees to know
what customer wants from the organisation. Emirates Airways provide such freedom to its
employees. The company also gives free tickets to the employees to visit on any destination
of airline’s route network.
Recommendations
Maintaining a service climate in the organisation is directly related to employee’s
performance of customer loyalty. Although, the Emirates is known for its great service
climate that helps the company to retain people for long time of period and eventually it
turned in a higher profit for the organisation (Findley Musgrove, Ellinger & Ellinger, 2014).
On the basis of above study of Emirates, the following recommendations can be given to
improve its service climate in the organisation:
1. Giving rewards for the best performance always encourages existing employees
towards their roles and responsibility in the organisation to improve the service

Maintaining Service Climate in Emirates Airways
4
quality and care. It is one of the important parts of service climate. The Emirates
Airways needs to develop an environment or culture in the organisation that
automatically change the perception of practice of employees. The best example of it
is to encourage people to their ethical roles and duties in the organisation to provide
better services to the customers. It can also be done by providing cultural training
about their roles and responsibilities (Menguc, Auh, Yeniaras, & Katsikeas, 2017).
2. The company needs to provide job security to the people with periodic salary hike.
This will help the employees of the organisation to stay long time in the organisation
that will reduce the retention rate of organisation. This will enhance the trust of
employees and they will perform better than expectation of the organisation. The
company can also give the freedom of taking decisions on operation level, which is
the major problem in the Emirates Airways. The liberty of taking decisions helps the
employees to take crucial decisions on the spot, which is also crucial for maintaining
a good service climate in the organisation (Nunes, Martins, & Mozzicafreddo, 2018).
Measuring the perception of employees is a crucial factor before maintain a good
service climate in the organisation. The Emirates airways can also take the individual
opinion of employees that what are their opinion and views to improve the service
climate in the organisation.
3. Many researchers have found that service climate cannot be created by the
organisation. However, if the organisation provides a better training to its employees,
provide all the tools and techniques to the employees to perform in the organisation,
and giving the freedom of participation in those matters that have potential to affect
their performance or jobs will surely maintain a good service climate in the
organisation. Apart from this, if people understand their roles and responsibility
towards improving the service quality to satisfy the customers, it will also leave an
impact on other employees that will further help the organisation to maintain a
healthy service climate in the organisation.

Maintaining Service Climate in Emirates Airways
5
References
Ahmed, U., Kura, K. M., Umrani, W. A., & Pahi, M. H. (2019). Modelling the Link Between
Developmental Human Resource Practices and Work Engagement: The Moderation
Role of Service Climate. Global Business Review, 0972150919837813.
Chang, K. C. (2016). Effect of servicescape on customer behavioral intentions: Moderating
roles of service climate and employee engagement. International Journal of
Hospitality Management, 53, 116-128.
Findley Musgrove, C., E. Ellinger, A., & D. Ellinger, A. (2014). Examining the influence of
strategic profit emphases on employee engagement and service climate. Journal of
Workplace Learning, 26(3/4), 152-171.
Jerger, C., & Wirtz, J. (2017). Service employee responses to angry customer complaints:
The roles of customer status and service climate. Journal of Service Research, 20(4),
362-378.
Jia, R., Reich, B. H., & Jia, H. H. (2016). Service climate in knowledge-intensive, internal
service settings. International Journal of Quality and Service Sciences, 8(4), 462-477.
Jiang, K., Chuang, C. H., & Chiao, Y. C. (2015). Developing collective customer knowledge
and service climate: The interaction between service-oriented high-performance work
systems and service leadership. Journal of Applied Psychology, 100(4), 1089.
Li, Y., & Huang, S. S. (2017). Hospitality service climate, employee service orientation,
career aspiration and performance: A moderated mediation model. International
Journal of Hospitality Management, 67, 24-32.
Menguc, B., Auh, S., Yeniaras, V., & Katsikeas, C. S. (2017). The role of climate:
implications for service employee engagement and customer service
performance. Journal of the Academy of Marketing Science, 45(3), 428-451.
Nunes, F. G., Martins, L., & Mozzicafreddo, J. (2018). The influence of service climate,
identity strength, and contextual ambidexterity upon the performance of public
organizations. The influence of service climate, identity strength, and contextual
ambidexterity upon the performance of public organizations, (31), 6-20.

Maintaining Service Climate in Emirates Airways
6
Osman, A. R., & Alam, M. D. (2017). The Impact of Service Climate and Job Satisfaction on
Service Quality in a Higher Education Platform. International Journal of Learning
and Development, 7(3), 48-72.
Pătraș, L., Martínez-Tur, V., Estreder, Y., Gracia, E., Moliner, C., & Peiró, J. M. (2018).
Organizational performance focused on users’ quality of life: The role of service
climate and “contribution-to-others” wellbeing beliefs. Research in developmental
disabilities, 77, 114-123.
Schneider, B., Ehrhart, M. G., & Macey, W. H. (2013). Organizational climate and
culture. Annual review of psychology, 64, 361-388.