Applying Service Rules: Findings for Qantas - Service Marketing

This presentation focuses on the enforcement of service rules (ESR), highlighting the importance of managing customer behavior in service settings. The presentation draws on research that emphasizes how enforcing service rules can positively impact other customers and the overall service experience. It applies these findings to Qantas, the Australian airline, suggesting that ESR is particularly relevant in managing air rage and ensuring passenger safety. The presentation notes that Qantas is training its flight staff in communication skills to handle difficult situations and enforce safety policies, ultimately improving service quality and passenger well-being. This resource is ideal for students looking for service marketing assignment examples.

ENFORCEMENT OF SERVICE
RULES

FINDINGS OF THE CHOSEN ARTICLE
The article emphasizes on the need for
enforcement of service rules or ESR. According
to the article, top quality customer service does
not simply depend on the service provider, but
also the behavior of the customer (Habel, Alavi
& Pick, 2017). If the customer misbehaves, or
breaks certain rules, it is the service provider’s
responsibility to rectify such behavior.
Moreover, it has been established in the article,
that ESR would leave a lasting positive
impression on other customers (Oliver, 2014).

ESR IN QANTAS, AUSTRALIA
Based on the article, it can be said that ESR is all the
more poignant in airlines like Qantas, because of air
rage and unruly passengers.
As part of ESR, the flight staff are being trained in
communication skills that train them in staying calm
during heated exchanges between passengers or when
such passengers exhibit air rage (Dahlberg, 2017).
Similarly, there is often friction between passengers
and the cabin crew due to the strict safety policies on
board, which be too restrictive for some. However, the
flight attendants would have to ensure safety
measures are in place, for the sake of the passengers
(Goldsmid et al., 2016).

REFERENCES:
Dahlberg, A. (2017). Air rage: The underestimated safety
risk. Routledge.
Goldsmid, S., Fuller, G., Coghian, S., & Brown, R. (2016).
Responding to unruly airline passengers: The Australian
context. Trends & Issues in Crime and Criminal Justice,
(510), 1.
Habel, J., Alavi, S., & Pick, D. (2017). When serving
customers includes correcting them: Understanding the
ambivalent effects of enforcing service
rules. International Journal of Research in
Marketing, 34(4), 919-941.
Oliver, R. L. (2014). Satisfaction: A Behavioral Perspective
on the Consumer: A Behavioral Perspective on the
Consumer. Routledge.

THANK
YOU!