ASSIGNMENT ON

AIRLINES,
HOSPITALITY,TOURIS
M AND HEALTHCARE
INDUSTRIES

SUBMITTED BY:

SUBMITTED TO

ANANT KUMAR PANDEY

MS.ASHIMA KAPOOR

MBA 2ND YEAR

AIRLINES INDUSTRY
An airline is a company that provides air transport services for traveling passengers
and freight. Airlines lease or own their aircraft with which to supply these services
and may form partnerships or alliances with other airlines for mutual benefit.
Generally, airline companies are recognized with an air operating certificate or
license issued by a governmental aviation body.

Airlines vary from those with a single aircraft carrying mail or cargo, through fullservice international airlines operating hundreds of aircraft. Airline services can be
categorized as being intercontinental, intra-continental, domestic, regional, or
international, and may be operated as scheduled services or charters.

British Airways
British Airways (BA) is the flag carrier airline of the United Kingdom and its
largest airline based on fleet size, international flights and international
destinations. When measured by passengers carried it is second-largest, behind
easyJet. The airline is based in Waterside near its main hub at London Heathrow
Airport.

Customer Expectation and Perception of British Airways.

Timeliness of British Airways
BritishAirways attempted to identify the service quality dimensions that matter
most to airline passengers, in terms of reliability, assurance, facilities, employees,
flight patterns, customization and responsiveness, and reported that passengers
consistently ranked assurance as the most important service quality dimension.
Assurance of British Airways
BritishAirways reported that passengers viewed convenient check-in, convenient
departure and arrival times, and convenient ticket reservation as important service
quality factors.
Convenience of British Airways
Passengers appeared to expect airline personnel tobe responsive and prepared to
meet their requests and, most importantly, airline employees were expected to
respond to customer needs in a constructiveand considerate manner.
Helpfulness of British Airways
Several studies found that airline passengers perceived in-flight comfort, such as
having enough knee and leg room and having a comfortable seat, to be important
issues and passengers had high expectations of performance on these factors.
Comfort of British Airways
Meals have been consistently taken into consideration by researchers when
measuring passengers perceived service quality in the air travel industry.
Meals of British Airways
Safety and security of British Airways
British Airways argued that customers perception of service quality was dependent
on a number of antecedents, such as personal characteristics. The perception of
passengers
towards air travel services may differ because of the passengers personal
characteristics.

Service Recovery of British Airways

Encourages customers to complaint
- Complaint points
- Reservation counter
- Lounge
- inside Aircrafts
- Recorded and tracked
- Use of information technology to analyze complaints
- Encouraging and handling complaints positively
Act quickly
Three Steps
Take care of problems on the frontline
Empower employees
Allow customers to solve their own problems
Take care of problems on the front line
- Customers expect employee to solve complaints
- Employee
- Training
- Empowerment
- Speedy handling
- Use of phones by employees
- E-mail

Empower Employees
- Quick handling of complaints
- Effective handling
- Proper training
- Solve problems of customers
- Listening complaints
- Taking initiative
- Identifying solutions
- Taking decisions Bending rules from time to time to help customers

HOSPITALITY AND TOURISM INDUSTRY

Tourism is the travel for recreation, leisure, religious, family business purposes,
usually of a limited duration. Tourism is commonly associated with trans-national
travel, but may also refer to travel to another location within the same country. The
World Tourism Organization defines tourists as people "traveling to and staying in
places outside their usual environment for not more than one consecutive year for
leisure, business and other purposes"
Tourism has become a popular global leisure activity. Tourism can be domestic or
international, and international tourism has both incoming and outgoing
implications on a country's balance of payments. Today, tourism is a major source
of income for many countries, and affects the economy of both the source and host
countries, in some cases it is of vital importance.

HOSPITALITY INDUSTRY

The hospitality industry is a broad category of fields within the service industry
that includes lodging, event planning, theme parks, transportation, cruise line, and
additional fields within the tourism industry. The hospitality industry is a several
billion dollar industry that mostly depends on the availability of leisure time and
disposable income. A hospitality unit such as a restaurant, hotel, or even an
amusement park consists of multiple groups such as facility maintenance, direct
operations (servers, housekeepers, porters, kitchen workers, bartenders,
management, marketing, and human resources etc.).

ACCOR
Accor S.A. is a French hotel group, part of the CAC 40 index which operates in 92
countries. Headquartered in Paris, France, the group owns, operates and franchises
3,600 hotels on 5 continents representing several diverse brands, from budget and
economy lodgings to luxurious accommodations in exotic locales.

Customer Expectation and Perception of ACCOR

Firstly, hospitality and tourism industry do not know what their customers consider
as important when evaluating the quality of hotel products and very often do not
have reliable methods for determining the expectations and perception of hotel
guests when the service quality is concerned. The problem of measuring the quality
appeared already at the beginning of the development of a scientific thought about
the quality itself. As a solution to this problem, many authors suggest different
methods for measurement of service quality and customer satisfaction.

Gap model of ACCOR

Gap 1- It represents the general incompatibility between company management
and customers.
The basic reason of its appearance is not understanding the real customers
expectations.
The first gap is actually the result of wrongly interpreted information concerning
customers
expectations, non-existence of demand analysis and inadequate perception of the
relationship between the company and its customers. The important reason for the
emergence
of this Gap is the existence of too many levels of organisation which restrain and
alter
certain levels of information about the expectations and demands.
Gap 2- variation between perceptions of the management about the expectations
of customers and specifications of service quality are the following:
Badly designed services:
Unclear, undefined service design;
Badly designed service design;
Unsystematically process of new service development.

Lack of standards defined from the aspect of customers:

Standards are not defined respecting customers demands;
There is no procedural management focusing upon customers demands;
Lack of formalised processes needed for installation of adequate goals of service
quality.
Inadequate service ambience and physical elements:
Failure to develop perceptible values in accordance with customers expectations;
Service ambience is not created to suit the needs of customers and employees;
Inadequacy when innovating the ambience and undertaking necessary
reparations.
Gap 3-In case when managers have defined the standards of service quality in
accordance with
customers demands, the oversight in the offer of a quality service can appear in
the process
of service offer. The reasons for the emergence of Gap 3 are the following:
Oversights in the human resources management:
Bad reputation;
Unclear roles and conflict of interests;
Poor system of evaluation and praising;
Lack of team work, inadequate jurisdiction.
Poor cooperation of customers:
Customers do not understand or do not know what their role and responsibility in
the
service process are;
Customers make a negative influence among themselves.
Problems with servicing agents:
Conflicts concerning aims and performances;
Problems with the control of quality and consistency;
Conflicts concerning jurisdiction and controls.
Badly harmonised offer and demand:
Failure to soften the demanding extremes;
Poor choice of customers/segments;
Excessive reliance upon the price when balancing the demand.

Gap 4- A promise that a service company gives about the service quality using
different forms of market communications are crucial for the creation of
customers expectations. The mainreasons for not fulfil these promises, which
leads to the emergence of Gap 4, are the following:
Lack of integrated service marketing communications:
Custom that each external communication is observed independently;
Interactive marketing is not part of communication plan;
Lack of a developed programme of internal marketing.
Inefficient management of customers expectations:
Lack of the management of customers expectations through all forms of
communication;
Customers are not educated in an adequate way.
Unreasonable promises:
Unreasonable promises in marketing activities, personal sale etc.
Inadequate horizontal communication:
Poor communication between people responsible for promotional campaign and
people
responsible for operational activities;
Insufficient communication between people responsible for retail and people
responsible
for operational activities;
Differences in politics and procedures between certain branches of the same
company.
Service recovery of Accor.
Research in service management has highlighted the opportunity for firms to
regain their customers confidence, trust and loyalty through a service recovery
strategy in the event of service failure . Customers base their evaluations of quality
on how well the initial service is managed, as well as on actions taken to re-align
the service to meet guests expectation Compared to tangible products (e.g., cars,
refrigerators), tourism or hospitality services have a greater propensity to fail due
to their intangible or experiential nature, as well as simultaneous production and
consumption. These characteristics imply the impossibility of hospitality firms to
always guarantee error-free services in advance, or for customers to sample
service quality before buying. Confusion may often exist as to what exactly has
been promised when customers receive services compared to tangible products.

Successful service also demands that customers expectations match service

providers behavior, a difficult task to achieve under the conditions of time
pressure and inter-customer variability . Uncontrollable external factors such as
customer late arrival or unexpected employee illness, may also impact negatively
on service standards. The high level of human interaction in hospitality services,
involving frontline staff of diverse cultural backgrounds who act as key agents in
the distributive channels, can also give rise to variability in service quality,
resulting in a greater likelihood for mistakes. The aim of a service recovery effort
is to return customers to a state of satisfaction or even to a state of delight with a
special recovery effort .
Researchers are interested in customers evaluations of justice, which can impact
on their level of satisfaction and loyalty . Originating from legal and organizational
research, justice issues are increasingly being featured in research into service
failure and service recovery management . As mentioned, due to the service
characteristics (e.g. intangibility), it is harder for firms to deliver zero defects
service. This in turn may cause customers to question if their treatment by the
firms has been fair when defects occur. Service failures such as inefficient or rude
staff can evoke in customers a feeling of injustice with negative consequences for
service firms. Thus, service researchers have turned to justice theories to better
understand customers assessments of justice pertinent to hospitality service failure
and recovery events.
HEALTHCARE AND WELNESS INDUSTRIES
The health care industry, or medical industry, is an aggregation of sectors within
the economic system that provides goods and services to treat patients with
curative, preventive, rehabilitative, and palliative care. The modern health care
industry is divided into many sectors and depends on interdisciplinary teams of
trained professionals and paraprofessionals to meet health needs of individuals and
populations.
The health care industry is one of the world's largest and fastest-growing
industries. Consuming over 10 percent of gross domestic product (GDP) of most
developed nations, health care can form an enormous part of a country's economy.

MAX HEALTHCARE

Max Healthcare commenced operations in 2001. Today, it is India's first provider

of comprehensive, seamlessly integrated, world-class healthcare services. The
organisation has 12 facilities in North India, offering services in over 32 medical
disciplines. Of these, nine facilities are located in Delhi & NCR and the others in
Mohali, Bathinda and Dehradun. These include state-of-the-art tertiary care
hospitals at Saket, Patparganj, Shalimar Bagh, Mohali, Bathinda and Dehradun;
secondary care hospitals at Gurgaon, Pitampura and Noida; and an out-patient
facility and speciality centre at Panchsheel Park. The 12 hospitals together have
over 1900 beds.
With the most advanced technology and state-of-the-art infrastructure, Max
Healthcare is one of the leading chains of hospitals in India. It is committed to the
highest standards of medical and service excellence, patient care, scientific and
medical education.