Implications of the Characteristics of Service for Cx

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Cathay Pacific Airways (CPA) has won many awards in management and service since its maiden voyage sixty years ago. The city-carrier offers one of the best passenger services in a industry which is dominated by national and multi-national carriers. Five characteristics can be identified in the almost perfect services, namely: intangibility, inseparability, variability, perishability, and ownership. These characteristics lead to a variety of implications. The carrier is well aware of these implications, and it has made every effort to make them productive. Intangibility An analysis of the intangible aspects of various selected service activities that link the full-service carrier to passengers will show clearly the degree of intangibility of its services. At a check-in counter: Service activity Intangible aspect Check-in staff checks itinerary on passenger ticket. Passenger record is accurate. Accurate records form a foundation for forthcoming service activities. Check-in staff registers and tags baggage for passenger. Passenger is confirmed his/her baggage will be on the same flight. Check-in staff issues boarding card to passenger. Passenger is confirmed cabin seat, boarding time, and boarding gate. Check-in staff reminds passengers of necessary travel documents. Passenger is confirmed necessary travel documents. Check-in staff suggests alternative solutions to passenger in special situations (e.g. significant delays or missed connecting flights), and makes arrangements to support the solutions. Passenger is given information and advice, and he/she is confirmed an adequately modified itinerary. At a airport lounge: Service activity Intangible aspect Lounge staff make travel arrangements for passenger. Passenger is confirmed an extension of his/her itinerary. Lounge provides a variety of amenities and business services. Passenger is able to

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