Physical Evidence of Airline Industrty
Passengers are requested to indicate their reference at the time of reservation itself. Delta Airlines has introduced new sleeper seats with electric controls for reclining lumbar support, leg rest extension, expanded seat back height for a more insulated environment etc. Thus providing highly comfortable seating. Booking offices, ticket counters, etc. Must be spacious and well designed with good looks. Further the air crafts must be given good exteriors and must be maintained well. The aircraft must have elegant interiors and must be incorporated with all basic facilities.
The aircrafts must have well designed seats with more leg room especially In the business class. Domestic lounges are enhanced with good Interiors and basic amenities which will make It an Ideal place to conduct business, entertain or relax. The Jet logo prominently displayed on each of Its aircrafts, is used a cue to trigger of a reminder of the customers experience at Jet & also of all the values that jet airways stands for. The physical evidence would also include the other facilities in the aircraft. Some of the bigger aircrafts have more than the usual facilities on board.
These sort of tangible clues act as identification marks for the airline & help the customer to evaluate on airline from another. Quality Dimensions: RATER Analysis Customers don’t assess the quality of service on one dimension only, they use multiple parameters to Judge the quality of the service that they are being offered. These characteristics which people consider vary from person to person, Industry to Industry. Even depend upon the product on offer. Because of the Intangibility and multifaceted nature of many services, It may be harder to evaluate the quality of a service than a good.
Because the customers are often involved in the service production a distinction needs to be drawn between the process of service delivery and the actual output of the service. The most extensive research into service quality is strongly user oriented. Services are broadly classified into 10 dimensions namely: Tangibility Reliability Responsiveness Competence Courtesy Credibility Security Access Communication understanding the customer Since most of these dimensions are overlapping they were pooled down to five dimensions as given below: Reliability Assurance Tangibles Empathy Responsiveness
When we look at these dimensions with respect to the Lorene Industry we find that the following service qualities are expected by the customer. Reliability – flights to promised destinations depart and Arrive on schedule Assurance – trusted name, good safety record, Competent employees Tangibles – aircraft, ticketing counters, anticipates customer needs Responsiveness – prompt and speedy system for ticketing, in- flight, baggage handling RELIABILITY – Ability to perform the promised service dependably and accurately.
This would basically be that company delivers to he customer what is promised & the customers basically like to deal with companies that can fulfill their promises. When we look at the airline industry we can see the following things the customer would expect certain basic facilities like: some functional infrastructure provided to him, the flight leaving & taking off on time, the luggage reaching safely. ASSURANCE – Employees’ knowledge and courtesy and their ability to inspire trust and confidence Assurance relates to knowledge and accuracy of employees and their ability to convey trust and confidence.
This dimension is of read significance for services where a customer perceives high risk and is not sure of the outcomes. The employees should have a positive morale & should be motivated if they have to promote the firm & create a sense of assurance in the flyer’s mind. Jet Airways is generally considered the more customer friendly of the domestic airlines. The staff there is nicer to old people or little kids who might be traveling. Though Jet has a very young staff, so some of the members could possibly not match the kind of experience the Indian Airlines crew has.
Suppose some senior citizen is traveling lone in an aircraft for the first time the crew should see to it that he is given proper instructions & is comfortably settled in his seat. Besides this, after the September 1 1 crisis, there was a lot of skepticism in the fliers & to instill a little confidence in the consumer’s mind, the government paid greater emphasis on security in the aviation policy. This was all so that people would feel safe next time they traveled by air. They would appoint a committee and look into the recommendations provided by them to better the security arrangements in the airplanes & airports. TANGIBLES – Appearance of physical facilities, equipment, personnel and written materials Tangible features would be those physical features, which can be seen by the customer. These would be the physical proofs, which would help the customer to Judge the quality of service. The customers evaluate the quality of these services on the basis of the tangibles provided by the service providers.
Incase of the airline it’d be the aircraft that the airline uses, how old they are, and the kind of facilities that are provided inside the aircraft or in the waiting area. The technology used for baggage handling. The coaches used to transport the customer to the aircraft, all of these speak leaps & bounds about the service provider. The kind of skilled staff they have and the uniform that the staff wears. The tangibles would also include the infrastructural facilities present at the airports. This is where we find most of the Indian airports lacking.
They have no proper arrangements to handle the customers. When we look at the aircraft fleet that is a very important tangible feature, and we find that Indian Airlines has a really ancient fleet of aircraft’s which doesn’t make it extremely safe as older planes are more prone to damage. Whereas, Jet Airways has the youngest fleet in the business. Empathy – Empathy basically is when the employees of the organization make the customer feel at home, at ease, making him feel wanted. The customers are mostly offered the same service from most of the airlines.
The easiest way for an airline the maintain and grow it’s client base is to be to them & they should make each customer feel like he is a unique asset to the company & like their single most important client. Addressing the clients by their first names, keeping a track of their usual flying routes, their preferences in flight & tattering to all of those, maybe giving him his favorite seat each time he travels. Responsiveness – Willingness to help customers and provide prompt service. Responsiveness is willingness to help the customers and provide prompt service.
The degree of responsiveness shows the level of commitment that the people of the company have towards their work. It is very necessary for the company to concentrate on prompt & the right kind of responsiveness to the needs of the customer. Incase, a certain passenger doesn’t like a certain meal served on the plane, the cabin crew should be in a position to offer him an alternative meal in little time, s his perception or opinion of the airline company would mainly depend upon whether he goes satisfied on this complaint or not.