A case study of service failure and recovery within an international airline

David Bamford · Tatiana Xystouri

106 citations0/0 files storedManaging Service Quality

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Customer Service Quality and Loyalty Management Systems and Quality Improvement Service and Product Innovation

Abstract

Purpose This paper seeks to examine the effectiveness of internal processes of service quality recovery for an international airline. Design/methodology/approach An action research methodology was adopted. The research involved: a review of available service quality literature; the identification of causes of failure/errors within the host company; the development of key lessons and management guidelines. Findings It is argued that, for service recovery to be effective, it must be external (to the customer) as well as internal (to the organisation). The need to incorporate employees and not overlook their significance, power and influence on the delivery of quality service is highlighted. Through comparison with another airline the findings re‐assert that service quality excellence can only be achieved through employee satisfaction, commitment and loyalty as a result of senior management commitment, focus and drive. Research limitations/implications The methodology applied was appropriate, generating data to facilitate discussion and from which to draw specific conclusions. A perceived limitation is the single case approach; however, Remenyi argues that this can be enough to add to the body of knowledge. For further investigation, there is an ongoing opportunity for future research in the area of service quality, failure and recovery, as well as the service quality gaps within the airline. Practical implications Key lessons and management guidelines for improving service quality are presented. Originality/value The paper describes how an international airline has tangible service quality failure and recovery systems in place, but fails to capitalise on the data and information generated.

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References

1985A Conceptual Model of Service Quality and Its Implications for Future Research 1992Measuring Service Quality: A Reexamination and Extension 1990The Service Encounter: Diagnosing Favorable and Unfavorable Incidents 1994Putting the Service-Profit Chain to Work 1993The Nature and Determinants of Customer Expectations of Service 1988Communication and Control Processes in the Delivery of Service Quality 2000Service Quality, Profitability, and the Economic Worth of Customers: What We Know and What We Need to Learn 1994Service Quality: New Directions in Theory and Practice

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