Title: Services and value compatibility with low-cost airlines: a case of Go-Air International

Authors: Lucía Fernández Reyes

Addresses: Department of Studies in Management Sciences, EGADE Business School, Tecnológico de Monterrey, Calle del Puente 222, Colonia Ejidos de Huipulco, Tlalpan 14380, Mexico City

Abstract: This paper highlights applied customer services concerns to be analysed by the services organisations for reaching higher operational efficiency. A case is presented to address some of these critical concerns in airline companies with the aim of illustrating critical areas of opportunity for improving customer service. The case presents an emergency occurring during a flight of a worldwide-known airline company and how service responsiveness failed to match customer expectations. The case calls for selecting a different approach to service responsiveness according to varying degree of circumstances, such as adequate innovative active practices vs. passive managerial tactics. In addition to addressing customer service in relation to the dynamics of the situation, the case poses challenges to overall service quality improvement amidst a high competitive industry.

Keywords: service firms; services; value compatibility; service responsiveness; low-cost airlines; Go-Air International; customer service; flight emergency; customer expectations; service quality; aviation industry.

DOI: 10.1504/IJLTM.2014.065876

International Journal of Leisure and Tourism Marketing, 2014 Vol.4 No.2, pp.94 - 105

Received: 02 Nov 2013
Accepted: 20 Nov 2013

Published online: 28 Nov 2014 *

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