Intersectionality in International Airline Cultures †Free Samples

Question: Discuss about the Intersectionality in International Airline Cultures. Answer: Introduction: British Airways PLC is the company which is established in 1974 under the British Overseas Airways Corporation, BEA and the related organizations. This company is privatized in the year 1987. They have their major subsidiaries which include the BA City Flyer which provides services in the UK and continental Europe and Open Skies which have the service from Paris and New York City. It is all started from the year 1924 where the four companies were collaborated together to develop Imperial Airways Ltd (Abratt, Russell, and Michela Mingione 129-139) which is considered as one of the pioneers of the international travel routes. It is also seen that three other airlines has developed in 1936 and it is integrated to develop BA for handling the domestic and the northern European flights. In the year 1938 the government has decided to get collaborated with Imperial Airways and BA. This results in the development of BOAC and formed in 1939. BA in this current era is trying to focus and provide the services to each and every corners of the world. Firstly when it was started it has been serving only the premium customers or the regular airline customers. With the fierce completion to be taken place within the airline industry and the development of many low cost airline companies operating in UK as well in the global market, the company is trying to focus on the mainstream or the low cost customers who are not the elite customers. So there is a shift from one customer profile to another in this era of operations for BA to be taken place. Description of three quality dimensions of British Airways It is very much important that quality service is the basic and the most important priority which is taken into consideration in this airline industry. There is the need of providing an improved and high quality services to the customers so that they can compete with the low cost airlines developing their mark and penetrating quite quickly within the airline industry. So it is obvious that for the improved quality, the service quality needs t be measured at a constant basis. There are three dimensions on which the service quality will be measured. The three quality dimensions which are taken into account are proposed below Technical Quality- The technical quality is related with the technical functionalities and the operations of how BA has been focusing on making the technical side strong enough to provide high quality and effective services to the customers. BA is primarily focusing on the development and continuous up gradation of the CRM technology which they found it effective for their technical loopholes to be eliminated from the operations (He, Hong-Wei and John MT Balmer 72-90). BA is competing in this market with the other airline operators through rolling out the CRM. This CRM software is useful in supporting the marketing activities of BA in order to engage the customers more with BA and for making the operations to be improved. BA tries to run their commercial and marketing activities through one platform by which the decision making process for BA could be improved. Functional Quality-This is basically the way the service is provided it to the customers. The functional quality involves the services like the high satisfaction, investment to be made on the functional quality is basically for the organizations where the technical quality is quite same among the competitors. BA is currently providing the best customer experience with the implementation of the text and mobile services given on board for the business class customers. They have been conducting the programs like the Customer First in order to provide them the best experience and the satisfaction for the customers. BA has also been introducing their own featured films by which they could be able to provide top quality customer experience. With the featured films and their high presence in the social media, they can be able to get engaged or reconnected with the customers. Corporate Image-This is the dimension which is affecting the services given by any organizations. So this is the dimension which is required to measure. The corporate image of BA could be improved and sustained by providing innovative ads to reach out to the various customers and other people in the society (Karami, Azhdar 46-64). It is also seen that there is the development of the campaign TV ad which as featured in the social networking sites like in Facebook and it is also shown as the premiere on Channel 4. The sales funnel for British Airways is basically the marketing campaigns and the film they have launched in order to engage with their customers as well with their staffs. The launch of the campaigns in the social media helps in reengaging the customers and the development of the CRM technology is the basic sales funnel for BA (Cornelissen, Joep and Joep Cornelissen p. 36) Explain the main differences between low cost customers and the regular airline customers The differences between the low cost customers and the regular airline customers are depicted below Aspects Regular Airline Customers Low Cost Customers Service Quality The regular airline customers get top class service quality. The low cost customers do not get the best of the services Costs of Flights The regular airline customers have higher income level so they do not involve in negotiation. The low cost customers have to negotiate with the cost. Facilities The regular airline customers always get the best and wide range of facilities. The low cost customers need t be satisfied only with the basic facilities to be provided to them. Level of Comfort The level of comfort is good The level of comfort is bad. Ways of acquiring right customers for BA There are various ways by which BA has been acquiring the right customers for them. The acquiring of right customers indicates that knowing the right brand. So BA has taken a giant leap in knowing in depth and they also act on the information they get real time for them. They are using iPads as well the looking up the pictures of the passengers on Google Images. BA is also providing their staffs the devices for seeking the right customers. BA has been launched a system Know Me which provides the single view of every customer and their histories with the airline which is basically accessed by the on board staffs in flights as well in the airports (Biraghi, Silvia and Rossella Chiara Gambetti 260-283). BA also gathers all the different information of their customers through the effective use of website, call centers, emails, on board flights and from inside the airports. When it comes to the adoption of best practices I think that the CRM software and the innovation in technology in this current ear of competitiveness within the airline industry have been useful for customer relationship management. From the reviews of the customers observed, I would try to increase the security for the business class customers. I would also love to enhance the food and beverage services on boards and the cleanliness is an important factor in providing satisfaction to the customers. I will make the flights very much cleaned and well equipped so that I can be able to provide high quality customer satisfaction. From the reviews of the staffs observed, I would like to make the changes in the shifts of the staffs. The working culture is not so good and I would like to make the culture much more friendly and fun loving. References Mills, Albert J. "Man/Aging Subjectivity, Silencing Diversity: Organizational Imagery in the Airline Industry. The Case of British Airways?."Insights and Research on the Study of Gender and Intersectionality in International Airline Cultures. Emerald Publishing Limited, 2017. 367-392. Cornelissen, Joep, and Joep P. Cornelissen.Corporate communication: A guide to theory and practice. Sage, 2017. Tckhakaia, Ekaterina, Ignazio Cabras, and Sergio Assis Rodrigues. "Knowledge management in airline industry: Case study from the British airways."International Conference e-Society. 2015. Karami, Azhdar. "Corporate strategy: evidence from British Airways plc."The Changing Patterns of Human Resource Management. Routledge, 2017. 46-64. Abratt, Russell, and Michela Mingione. "Corporate identity, strategy and change." Journal of Brand Management 24.2 (2017): 129-139. Hanlon, Annmarie. "British Airways: a case study in social media management."The Business Management Collection(2017). He, Hong-Wei, and John MT Balmer. "Alliance Brands: Building Corporate Brands through Strategic Alliances?."Advances in Corporate Branding. Palgrave Macmillan, London, 2017. 72-90. Biraghi, Silvia, and Rossella Chiara Gambetti. "Corporate branding: Where are we? A systematic communication-based inquiry."Journal of Marketing Communications21.4 (2015): 260-283. Hill, Nigel, and John Brierley.How to measure customer satisfaction. Routledge, 2017.