British Airways Service Concept

Only available on StudyMode
  • Download(s) : 248
  • Published : January 5, 2013
Open Document
Text Preview
Faculty of Business and Management
Faculty of Business and Management
|
BRITISH AIRWAYS SERVICEs, DECISIONS OPERATIONS MANAGEMENT| |
PGBM50: Service Operations Management|
TUTOR: DR. CHIKEZIE OKIKE
|
BRITISH AIRWAYS SERVICEs, DECISIONS OPERATIONS MANAGEMENT| |
PGBM50: Service Operations Management|
TUTOR: DR. CHIKEZIE OKIKE
MUHAMMAD ALIYU
099119391
May 22, 2012

MUHAMMAD ALIYU
099119391
May 22, 2012

TABLE OF CONTENTS
1.0INTRODUCTION2
2.0THE SERVICE CONCEPT OF BRITISH AIRWAYS3
2.1THE SERVICE OUTCOME AND EXPERIENCE3
2.2THE SERVICE VALUE4
2.3THE STRATEGIC FOCUS OF SERVICE ALIGNMENT5
3.0THE SERVICE QUALITY6
3.1SERVICE QUALITY MANAGEMENT (SQM)7
3.1.1ANDREW LOCKWOOD SERVICE QUALITY MODEL (1994)7
3.1.2ROBERT JOHNSTON SERVICE QUALITY MODEL (1995)9
4.0THE SERVICE PROCESS MODEL10
4.1THE SERVICE PROCESS MATRIX13
5.0CONCLUSION14
REFERENCES16
APPENDIX18

1.0INTRODUCTION
Over the last 30 years, there is an emergence of academic concern and movement with the management of services. “Service captured the interest and imagination of operations management (OM) academics in the 1980s.” (Johnston, 1998, p. 104). Not only in the academia but also many organisational managers try to improve the quality and structure of their businesses by implementing service operations processes. (Blokdijk, 2008) Johnston and Clark (2008, p. 3) defined Service Operations Management as follows: “It is concern with delivering service to the customers or users of the service. It involves understanding the needs of our customers, managing the process that delivers the services, ensuring our objectives are met, while also paying attention to the continual improvement of our service.” This report will assess the service operations decision-making and strategies adopted by British Airways Plc (BA) to provide the valuable outputs in a way that gives maximum satisfaction to the customers. The report will discuss on British Airways “Service Concept” framework by critically analysing the service outcome and experience; the service value and the strategic focus of service alignment. It will also apply the “Service quality model”, “Service Process Model” and “Service Process Matrix” to analyse and evaluate the service delivery system currently adopted by BA. With reference to the models of service Operations Management, I would briefly evaluate the operations of BA. BA (air transportation industry) history can be traced back since the birth of civil aviation, the days after World War I. (British Airways, n.d.). In 1972 British Overseas Airways Corporation (BOAC) and British European Airways Corporation (BEA) Managements merged under the newly formed British Airways. (Seat Maestro, n.d.). BA and its affiliates fly to over 170 destinations across 80 countries of the world (OneWorld, 2012) with over 220 active aircrafts in service. (Planet Spotters, 2012). 2.0THE SERVICE CONCEPT OF BRITISH AIRWAYS

Before describing BA service concept, it is significant to understand what service concept entails. Gimmel et al (2003) discussed that due to the extent to which service delivery system is directed in contact to customers, service concept is very important in the service management. It is something that is more emotional than a business model, deeper than a brand, more complex than a good idea and more solid than a vision. (Chiu, n.d.). Clark et al (2000, pg. 73) defines service concept as “a ‘picture’ or statement that encapsulates the nature of the service business and capture the value, form and function, experience and outcome of the service… the service concept acts as a simple communication construct that makes the essential elements of the service available for sales, marketing, development, and delivery.” However, a service concept is a hard balancing act because of the customers and employee’s needs heterogeneity and the inconsistency...
tracking img