Dragonair service management case study

Topics: Airline, Low-cost carrier, Design Pages: 2 (771 words) Published: July 21, 2015
Introduction
Dragonair is a Hong Kong-based international airline. It network covers 49 destinations across the Asia-Pacific region. (Dragonair, no date) The nature of Dragonair is to provide air transport service for the travelers. It ensures the flight safety and provides the excellence services to customers. Dragonair provides customization service to satisfy the variability of customers’ needs. It also provides the low cost ticket sometime to solve the perishability problems. From the competitive, airline is not an easy entry industry. It needs high startup cost and professional technology. However, there are some low-cost airlines develop fast. That would be a threat for Dragonair.

As Dragonair is a regional airline company in Asia, there are a lot of competitors such as Bangkok Airways and SilkAir. According to ‘The World Top 100 Airlines’, in 2013, Dragonair was voted as twenty-three. However, it dropped to twenty-eight in 2014. (Skytrax, 2014) In the report, it will analyze Dragonair service operation and its quality. Also, it will find out the improvements that Dragonair could be better in services operation.

Service blueprint
In the following is the service blueprint of Dragonair. It shows all the procedure of the customers experience when they participate the Dragonair service. Besides, it shows the tangible and intangible parts of the service process which are provided from Dragonair.

According to Slack’s theory, there are three aspects of service design. They are concept, package and process. (Slack N. et al, 2007:115-116)

Applying on Dragonair, The concept of Dragonair is to satisfy the customers through the well-trained employees to provide excellent and caring service. It aims to ensure that the passengers’ experience is enjoyable and comfortable. The vision is to be the world’s best regional airline serving China and beyond. The missions are safety as the top priority, offer the exceptional service to the customers and build a...
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