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Service Blueprint Airline

Service Blueprint Airline

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Published by rguha1986
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Published by: rguha1986 on Dec 08, 2010
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03/19/2014

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God save the Queen! Photo by Bachir 
 
MKTG-380 Services MarketingLecturer: Alkis ThrassouSection 01May, 12 200
8
Zehra FattahAnastasia Kondratenko
 
Federico Lovat
The British Airways service delivery process
University
of Nicosia
 
2
 
C
ONTENTS
 
1.
Corporate overview 3
2.
The augmented service 3
 
3.
Breaking down the process 7
 
4.
Flowchart 8
 
5.
Blueprint 10
 
6.
Improvement of service delivery 15
 
7.
Bibliography 19
Can I get you anything? Photo by caribb
 
3
 
C
ORPORATE
 
OVERVIEW
 
BY
 D
W
From http://www.hoovers.com/british-airways/--ID__41761--/free-co-profile.xhtml
 A member of the royal family of European airlines, British Airways (BA) servesabout 150 destinations in some 75 countries from hubs at London's Heathrow andGatwick airports. The carrier operates a fleet of more than 240 aircraft, consistingmainly of Airbus and Boeing jets. BA extends its network via code-sharing relation-ships, chiefly with AMR's American Airlines and other members of the Oneworldglobal marketing alliance, such as Iberia and Qantas. (Code-sharing allows airlinesto sell tickets on one another's flights and thus offer passengers additional destina-tions.) Among Europe's flag carriers, BA is outranked only by the combined AirFrance-KLM and by Deutsche Lufthansa
.
T
HE
 
AUGMENTED
 
SERVICE
 
British Airways is well known for the quality of the experience provided. In this paper, we apply the flower of services theory inorder to break down and study all thesupplementary (enhancing and fa-cilitating) services that the company provides in order to deliver the coreservice, that is the actual flight, andto differentiate itself from competi-tors. We will see that the company and its part-ners (the airport staff, the support vehicles,etc) have to put a lot of effort and resources in thesupplementary services while the actual flight has a relatively small part in the proc-ess. These facilitating services, although necessary, are perceived by the customers
mostly as hygienic factors that is, they don‟t provide additional value to the cus-
tomer experience but if for some reason they fail, they will create a big dissatisfac-tion. (Think for example at when one luggage is lost.) the customer is paying to betransported around the world but to make this experience enjoyable, a lot of work has to be done.
Core Service
:
being tran-sported fast,safely andcomfortably
Augmentedservice
Post-flightCustomer careFrequent-flyer programBaggagehandlingOn-boardfoodOn-boardentertainmentReservationsystemwebsiteAirport desk Call-centreAirport loun-geOn-boardflight assi-stants

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