Reflective - Essay Example

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Reflective Essay Introduction The company chosen for reflective essay on service encounter is British Airways. In terms of fleet size, British Airways is the largest airline in United Kingdom. The airline company caters to more than 170 destinations around the globe…
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Download file to see previous pages Flowchart A. Flowchart of front-end operations of British Airways B. Back end operations of British Airways Significance of service encounter Service encounter can also be described as the moment of truth. Service encounter happens when a customer comes in contact with the product or service of a company. It can also be defined as the consumer touch point. In an airline industry there are many service encounters. Starting from information seeking for flights to exit from the destination, a customer is exposed to numerous customer touch points. These touch points can be categorized into front end and back end. Booking and order taking The process of service encounter starts when a customer is seeking information through various sources. These sources can be telephonic assistance, online websites and customer services. In this case it is very important that the market established effective and easy means of communication so that information search will be easy and user friendly. In order to make the customer decision making process in favour of the company it is crucial to have an effective advertisement strategy. This strategy should include the product features, benefits and services provided by the brand. Searching and booking through online websites is becoming a popular trend in the recent years (Gillen and Morrison, 2005). In order to maximize this opportunity the website of the airline brand should be attractive, user friendly and easily accessible in the internet. Even though the internet provides easy and cheap access to information, many times consumers expect additional information on ticket prices, flight schedules etc, in case of any changes. In this case, the service encounter is the customer and support services provided by the company. Order taking can be online or offline. Giving orders for reservations makes the journey easy and relaxed, without any hitches. Thus, in case of any issue or problem during order taking, the customer should be provided with full support from the company employees as well as support services like call centres. Hospitality Given that airlines come in the services sector, hospitality and customer management are extremely crucial and important. In an airport there are many services encounter between customer and company employees. It starts from the entrance where security and baggage checking is done. Using airport facilities such as airport lounge, restaurants, rest rooms, shops etc also increases the services interaction. Once the overall security checking is completed the passenger is sent to the plane where he/she is greeted by airhostesses. During flight various services such as meals, snacks, drinks, movies, music, magazines are offered to the customer through various service encounters. Efficient hospitality is important in airline industry. Since the overall waiting time for customers is more, better hospitality will increase the chances of customer using the services again. Billing and payment As online purchase of airline tickets has become very common off late, it is important for the company to establish easy and clear billing procedures. However, a large number of customers still doubt the trustworthiness and credibility of online purchasing. Online frauds and loss of money due to hacking or fake accounts are major concerns of the customers. The backend operations are those which occur inside the organization and which do not have any direct encounter with the customers. However, they have a significant impact on the over services ...Download file to see next pagesRead More
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