Service Quality in Airlines

The business world consists of two items that are available for consumption by customers (Omachonu et al. 2004). The two products are goods with services that are supplied in various forms and locations. Consumers choose a product with the purpose of satisfying their desires. As a result, when offering their products, both goods and service providers must verify that applicable regulations are followed. The demand for adequate customer service stems from the need to provide appropriate goods and services that match consumer expectations. The service industry, in particular, requires that service providers conduct proper customer-focused services in order to improve consumer confidence in the offered services. The service industry is a part of the economy that produces services rather than the tangible products (Omachonu et al. 2004). Customer service is the interaction between a product provider and a customer at the time of making a sale and after. This essay seeks to provide useful information that will help in proper management of the service industry, specifically the airline industry through the analysis of the service quality variables. The essay will also give a broad discussion on customer and organizational implications and cite the contemporary challenges that face airlines.

Variables of Service Quality

Service quality is an aimed reflection of the customer's judgment of the various service dimensions which include responsiveness, empathy, reliability, tangibility, and assurance (Omachonu et al. 2004). Service providers face more significant challenges than those who deal in goods. Service quality is therefore highly preferred than product quality by many consumers thereby necessitating that all the service providers engage in the proper management of the variables that affect efficient service delivery. The increase in customer sensitivity leads to a resultant expansion in competition and growth in the need to evaluate how consumers perceive service quality. Also, the service providers need to analyze the impact of the perceptions of consumer's behaviors and the resultant purchase decisions. These consumer dimensions have become so critical in the strategic management of the service industry. The management should, therefore, record all the possible consumer behaviors and come up with the right measure of addressing all the variables that affect service quality. Proper evaluation and implementation will help to prevent and mitigate all the possible perceptions that may result in the process of service delivery.

Tangibility

This dimension refers to the physical appearance of the surroundings, personnel, equipment facilities, and the mode of communication (Overton 2000). This aspect implies the creation of a lasting first impression. The first impression always creates a high expectation in the mind of the consumer. One is in a position to figure out the importance of associating with a certain service provider. Therefore, the best service provider needs to have employees who prioritize service quality in all their operations. Customers who receive positive first-hand impression always need to receive services from the same provider anytime in the future. The primary challenge that needs to be attended to about service tangibility in my airline is poor communication from the employees to the travelers.

Reliability

The dimension refers to how a company is providing the agreed service in a quality and accurate manner according to the set standards between the customer and the company. The company is always under a mandate to provide all the agreed service specifications (Overton 2000). Therefore, all service delivery companies need to remain focused on efficiency while serving their customers. In particular, the current airline companies have a high task of maintaining their customer base due to the ever-changing airline dynamics. In particular, my airline is facing a significant challenge resulting from some employees who fail to provide services that meet the agreed standards.

Responsiveness

This dimension refers to the willingness of a business to provide excellent, quality, and fast services to the customers (Omachonu 2004). Companies need to ensure that there is always timely provision of the services which meet the set standards. The consumers should receive a personified touch of the services to boost their loyalty to the company providing those services. There is continuous deteriorating employee responsiveness in the airline market due to the increased maintenance costs.

Assurance

Assurance, as a service quality dimension, refers to the ability of the company's employees to exercise good skills in delivering services to the customers (Omachonu 2004). Skilled workers provide improved services that help in gaining trust and confidence among the customers. The airline often suffers from the failure of the customers to receive excellent services which makes them unhappy and finally resolves not to take the company's services in the future.

Empathy

This dimension refers to the extent of care and individualized attention that is given to its customers. Personalized touch makes customers feel extra valued and special (Overton 2000).

Recommendations to the Challenges Facing the Airline

As an airline marketer, I will dwell more on improving customers' first-hand experience with my airline. As an aid in achieving customer's right impression, I will ensure that there is a slight increase in the flight fare as a mark-up. The mark-up will then be used in the provision of services like free carry-on-bag carriage and a free check on the bags. The move to provide these extra services will create a positive impression on the travelers concerning the airline. All the airline employees will also be taught on the best customer relations practices that will leave the travelers with an exciting experience of their journey. I will also encourage all the staff members to ensure that customers' inquiries are attended more courteously.

Formulation of policies that will compel employees to provide adequate services to all the travelers. The services should be agreed by the travelers to avoid any form of discouragement among them and a resultant change of taste on the airline as a means of transport by many people.

Encouraging all the airline employees to adopt right measures which will improve fast delivery of services. As a marketing responsibility, I will endeavor to support all the employees to resolve all customers' complaints and desires swiftly. Employees who score highly in service delivery ratings should be given recognition through the provision of fringe benefits.

As a marketer of my airline, I will ensure that there is an employee rating platform that is developed and availed for all the customers to give their feedback on the standard of service delivery. I will endeavor to promote efficiency among all the workers, especially the air hostess and couriers to ensure that no customer provides negative feedback without any corrective feedback in return.

Conclusion

We have identified five variables that affect service quality, challenges that face airline companies, and recommendations to remedy the difficulties. The modern airline industry is facing numerous problems that result from the increased cost of production. Any company aiming to continue enjoying its market share is recommended that it should adopt various measures to help combat the ever-changing airline industry. The service providers should ensure that there is a robust first-hand impression by the travelers by providing personified services at all occasions. We have also seen that the right formulation of policies that guide employees to uphold service quality should be implemented. It has been proposed that a feedback mechanism is put in place whereby the customers provide a rating on the service delivered.

Works Cited

Omachonu, Vincent K, Joel E. Ross, and J A. Swift. Principles of Total Quality. Boca Raton, Fla: CRC Press, 2004.

Overton, Rodney. Quality Customer Service. Sydney: Martin Management, in conjunction with Martin Marketing, 2000.