Service Quality Between Internal Customers and Internal Suppliers in Essay

Service Quality Between Internal Customers and Internal Suppliers in an International Airline - Essay Example Flowchart A. Flowchart of front-end operations of British Airways B. Back end operations of British Airways Significance of service encounter Service encounter can also be described as the moment of truth. Service encounter happens when a customer comes in contact with the product or service of a company. It can also be defined as the consumer touch point. In the airline industry, there are many service encounters. Starting from information seeking for flights to exit from the destination, a customer is exposed to numerous customer touch points. These touch points can be categorized into the front end and back end. Booking and order taking The process of service encounter start when a customer is seeking information through various sources. These sources can be telephonic assistance, online websites and customer services. In this case, it is very important that the market established effective and easy means of communication so that information search will be easy and user-friendly. In order to make the customer decision-making process in favour of the company, it is crucial to have an effective advertising strategy. This strategy should include the product features, benefits and services provided by the brand. Searching and booking through online websites is becoming a popular trend in recent years (Gillen and Morrison, 2005). In order to maximize this opportunity, the website of the airline brand should be attractive, user-friendly and easily accessible on the internet. Even though the internet provides easy and cheap access to information, many times consumers expect additional information on ticket prices, flight schedules etc, in case of any changes. In this case, the service encounter is the customer and support services provided by the company. Order taking can be online or offline. Giving orders for reservations makes the journey easy and relaxed, without any hitches.