Airline Case Study

Register to read the introduction… Hence, providing a product or service at an affordable price would improve the revenue of the company which in turn influences market share and return on investments (Gale, 1992). It could also be stated that improvement in providing quality service would setup a strong customer base through new, returning, and loyal customers. It is important to mention at this stage, that this study is centred on the emphasis of improving service strategies while looking out for the changing needs of customers and although price is a very important marketing factor in the business of the airline industry, it is regarded as a secondary phenomenon in this study. Gale, 1992 informs that superior service provided by certain companies would earn them 8% extra for their products and services than other competitors which in turn would improve their profit margins and escalate their growth in the business market. According to the original study of David Gilbert and K.C. Robin Wong in 2002, they inform that an airline could provide excellent quality in service only when it knows what exactly are the customers expecting from it as a service provider and are they satisfied with the service which is provided and whether the company has fulfilled their expectations. As discussed in the previous paragraphs, the expectations of a customer could be the actual needs and wants or what they are actually expecting the company to provide them with, be it the price, quality, service etc. Service quality is therefore where a ‘company provides services to fulfil its consumers’ needs to their fullest satisfaction. According to Parasuraman et al, 1985; Service quality is determined by five dimensions namely tangibility, reliability, responsiveness, assurance and …show more content…
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