De Sello, Kryzzle C.

BSBA III – A
Total Quality Management
1. What are some of the reasons OFWs avoid taking their flight using Cebu Pacific
airline? Explain your answer.
 Flights get delayed - Currently, a rising number of flights are delayed due to several
factors including lengthy security checks and weather disturbances. There are also
occasions that flights are delayed due to a variety of factors, such as issues with the
aircraft systems and facilities, too many company aircraft scheduled for the day, and
issues with bookings.
 Safety concerns. - Authorities consider the cause of these events to be human error.
OFW lives are also at risk, as they are exposed to illegal recruiters, human traffickers
and dishonest airport workers from their comfort zones. Adding the experience of
operating in an airline with a dubious safety record, maybe because of overworked flight
crew or lack of maintenance controls is an insult to injury.
 Non-existent legroom. - The seats in Cebu Pacific flights have been re-adjusted to fit
more passengers, so that only those close to the exits and front rows enjoy sufficient
legroom. Leaning your seat backward without taking the person's space behind you is
difficult. Tall people usually touch their knees in front of them, and throughout the entire
flight others feel very claustrophobic.
 Poor customer support. - Customer service should not be limited only to people
purchasing tickets or rebooking their flights. They may include those who miss flights
due to delays and passengers who suffer from fault on the part of the airline. When it
comes to customer service, we can only presume Cebu Pacific is more of a style than a
substance, as its famed dancing flight attendants were only suitable for a display and a
complete disappointment at times when they were supposed to perform their duties.
 Passengers get bumped off due to overbooking. - Many OFWs report being bumped
off their flights because they've never been told they've been booked as chance
passengers only. Many discounted tickets have a clause concealed in the fine print,
which grants the airline the right to withdraw passengers when the plane becomes
overcrowded. The issue begins with the moment the company books more passengers
than the aircraft can handle to make sure all flights are complete.

2. What particular dimension/s in service quality is lacking in Cebu Pacific airline?

Discuss them.
 TANGIBLES- Even though this is the least important dimension, appearance matters.
Just not as much as the other dimensions. For example, the seats in Cebu Pacific Airline
is not fit to the passengers. They are not compatible with the flight and they cannot
endure it for the short period of time while traveling.
 RELIABILITY- Do what you say you’re going to do when you said you were going to do
it. They have no the ability to perform the promised customer service just like the famed
dancing flight attendants, they were only fit for show and utter disappointment at times
when their duties were to be done. Customers want to count on their providers. They
value that reliability. Doesn’t mean you can have ragged uniforms and only be reliable.
Service providers have to do both. But first and best efforts are being focused on
providers making service more efficient.
 RESPONSIVENESS- Respond quickly, promptly, rapidly, immediately, instantly. Service
providers benefit by establishing internal SLAs for things like returning phone calls,
emails and responding on-site. Whether it’s 30 minutes, 4 hours, or 24 hours, its
important customers feel providers are responsive to their requests. Not just
emergencies, but everyday responses too.
 Assurance- Service providers are expected to be the experts of the service they’re
delivering. It’s a given. Service providers must communicate their expertise and
competencies before they do the work. This can be done in many ways that are
repeatedly seen by customers, such as:
 Display industry certifications on patches, badges or buttons worn by
employees
 Include certification logos on emails, letters & reports
 Put certifications into posters, newsletters & handouts
 Empathy- Services can be performed completely to specifications. Yet customers may
not feel provider employees care about them during delivery. And this hurts customers’
assessments of providers’ service quality. For example, a flight attendant efficiently
cleans up a spill in a lobby. However, during the clean-up he/she doesn’t smile, make
eye contact, or ask the customer if there is anything else, they could do for them. In this
hypothetical the provider’s service was performed fully. But the customer didn’t feel the
provider employee cared. And it’s not necessarily the employee’s fault. They may not
know how they’re being judged. They may be overwhelmed, inadequately trained, or
disinterested.

3. What improvement will you recommend to Cebu Pacific Airline to become

saleable to OFW’s? Discuss your recommendation
 Improved Flight and Customer Services
- All passengers should be greeted with warm smiles upon entering the train, and
are led to their seats. The well-trained staff also help tow the luggage of people who are
unable to do so, and advise all passengers with confident smile on flight safety
measures to make you feel safe and easy. Interact in a friendly, authentic, and
personalized way. Listen to the customer's unique situation and acknowledge their
needs. Give real-time, accurate information that empowers the customer to make
decisions. Go beyond the customer's service expectations so they will remember and
share their great experience.