British Airways Service Concept Essay Example

Faculty of Business and Management
Faculty of Business and Management | BRITISH AIRWAYS SERVICEs, DECISIONS OPERATIONS MANAGEMENT | | PGBM50: Service Operations Management |
TUTOR: DR. CHIKEZIE OKIKE | BRITISH AIRWAYS SERVICEs, DECISIONS OPERATIONS MANAGEMENT | | PGBM50: Service Operations Management |
TUTOR: DR. CHIKEZIE OKIKE MUHAMMAD ALIYU
099119391
May 22, 2012

MUHAMMAD ALIYU
099119391
May 22, 2012

TABLE OF CONTENTS 1.0 INTRODUCTION 2 2.0 THE SERVICE CONCEPT OF BRITISH AIRWAYS 3 2.1 THE SERVICE OUTCOME AND EXPERIENCE 3 2.2 THE SERVICE VALUE 4 2.3 THE STRATEGIC FOCUS OF SERVICE ALIGNMENT 5 3.0 THE SERVICE QUALITY 6 3.1 SERVICE QUALITY MANAGEMENT (SQM) 7 3.1.1 ANDREW LOCKWOOD SERVICE QUALITY MODEL (1994) 7 3.1.2 ROBERT JOHNSTON SERVICE QUALITY MODEL (1995) 9 4.0 THE SERVICE PROCESS MODEL 10 4.1 THE SERVICE PROCESS MATRIX 13 5.0 CONCLUSION 14 REFERENCES 16 APPENDIX 18

1.0 INTRODUCTION
Over the last 30 years, there is an emergence of academic concern and movement with the management of services. “Service captured the interest and imagination of operations management (OM) academics in the 1980s.” (Johnston, 1998, p. 104). Not only in the academia but also many organisational managers try to improve the quality and structure of their businesses by implementing service operations processes. (Blokdijk, 2008)
Johnston and Clark (2008, p. 3) defined Service Operations Management as follows:
“It is concern with delivering service to the customers or users of the service. It involves understanding the needs of our customers, managing the process that delivers the services, ensuring our objectives are met, while also paying attention to the continual improvement of our service.”
This report will assess the service operations decision-making and strategies adopted by British Airways Plc (BA) to provide the valuable outputs in a way that gives maximum satisfaction