HRM: The Service Encounter
The Airlines
Creating a strong relationship between the customer and the service firm might be the best attribute of the entire organization. It can also be one of the signs in the success of the business. The rate of return of the customers or the repeating customers is a good reason for a business to continue its initiatives in emphasizing the factors that might affect the decision of the customers to repeat its business transactions (Mattila, 2001). Based on the demand for comfort and high quality of service which is popular in the hospitality industry, most of the organizations thought that the high quality of services can be achieved through the interaction of the latest technology. This demand transformed the airline industry maintaining the idea to meet the demands of the customers, delivering them safely to their right destinations in the fastest and comfortable way yet remain affordable (Draper, et al., 2009).
In the hospitality or travel industry, the main factor that affects the return of the customers is the services being offered to the passengers. The increase rate or patronage of the customers can influence the other projects to support the long-run operation of the business. In addition, the main service that the travel industry as well as in airline can offer is to make the passenger be comfortable while flying. Most of the airlines offer the pampering services which are also accompanied with service charge. If the service augmentation became an appealing factor to the passengers, the airline upgrades the particular service despite the cost that might involve in its further structure (Mattila, 2001).
Quality Services
Aside, from the operations and amenities being offered by the airlines, the other problems that an airline industry faces are the cultural differences. The cultural differences have a significant effect on the evaluation of the service and this happening not only in airline industry but also in all business setting. The other race might be experience cultural shocks which lead to a consumer dissatisfaction. The common form of the cultural shock or dissatisfaction is when the provided service did not meet or failed to meet the expectations of the foreign customers (Mattila, 2001). People in all parts of the word has different perceptions in the kind of service or the way on how the service being rendered therefore, it is ideal to the airlines and can gain more advantage when the organization is composed of diversified employees.
The innovation in technology in airlines is undoubtedly accelerated. Through the efficiency of the travel and management of the services, the airlines already made a name in the transportation. Added to that is their different approach on the innovation of the clean fuels that can help lessen the pollution. An airline bearing the biofuels may not meet the demand for affordability because they can subject additional charge to their customers to lessen the burden of the organization in carrying its cost. In fact, the prices on food continued to rise and the investors of the organization cannot accommodate all the investment (Draper, et al., 2009).
Recommendations
Based on the communication theory and studies on the other prosperous airlines, the total quality of service can be achieved through the integration of the people, process and performance. As a human resource manager of an airline, it is appropriate to understand that people plays an important role in accomplishing the service. The initiative that the human resource can contribute is the improvement of the process through the initiatives of facilitating, coaching, and mentoring the entire workforce. In addition there is high value on the motivation of the personnel that can affect the performance of the employees in giving the quality of services. Through the knowledge management as the main tool of the human resource, the techniques in determining the right action for the quality of service can be obtain (Leacock, 2008).
The quality of service can start at the beginning of recruitment and selection of the employees and training. It can be monitored through the open feedback system. By the efficiency of the feedback system, the weakness of an employee can be identified and promote the call for the strategies that is more focus in offering a quality service. In providing the quality service in the tourism or hospitality or airline industry is in need of management. The deliverance of the services should not stop innovating but should continue and create additional ways to satisfy the undying demands of the customers in order to achieve the optimal advantage necessary for the airline organizations.
Works Cited:
Draper, S., Goodman, J., Hardyment, R., & Murray, V., 2009. Tourism 2023 Forum for the Future: Action for a Sustainable World. [Online] Available at: http://www.innopp.no/downloadfile.php?i=a8baa56554f96369ab93e4f3bb068c22. [Accessed 03 Feb 2010].
Leacock, J., 2008. Management of Service Quality Workshop. Caribbean Tourism Organization. [Online] Available at: http://www.onecaribbean.org/content/files/joanleacockmsq2008.pdf. [Accessed 03 Feb 2010].
Mattila, A., 2001. The Impact of Relationship Type on Customer Loyalty in a Context of Service Failures, Journal of Service Research, Vol. 4, No. 2. [Online] Available at: http://www.sagepub.com/upm-data/2933_11jsr01.pdf. [Accessed 03 Feb 2010].
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