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On the Quality Management and Brand Building of Cabin Service
Author: * * * (department number * * *)
Lecturer: _ _ _ _ _ _
Qiushi college air service college
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Excellence is customer trust, and trust is "brand".
-Quality management and brand building of cabin service.
Crew work is the window for airlines to directly face passenger service. It directly represents the image of China civil aviation and airlines, and is an important embodiment of aviation service level. The cabin service quality of civil aviation enterprises directly affects the brand image and benefits of civil aviation enterprises. Therefore, how to improve the cabin service quality of civil aviation enterprises deserves serious study. The improvement of cabin service quality, besides improving the quality of cabin service personnel and standardizing cabin service standards and behaviors, also has a management problem. From the perspective of scientific management, this paper summarizes the present situation, analyzes the reasons and puts forward some suggestions, aiming at improving the cabin service quality level of civil aviation transportation enterprises, thus creating the brand effect of casting airlines and finally bringing economic benefits to airlines.
Key words: air transport, cabin service, quality, brand;
Introduction: In the environment of rapid social change and development, it is necessary to establish the cabin service quality system of air transport in order to maintain the durability of the sustained, rapid and healthy development of China's civil aviation industry, and to continuously maintain the cabin service quality and meet the requirements of domestic and foreign passengers.
All quality services will be reflected in the growth of benefits sooner or later. Air France, which achieved a double harvest of turnover and net profit in the last fiscal year, carried 42.4 million passengers last year, of which the passenger load factor of Asian routes increased by 1.4 percentage points. In order to consolidate old passengers and attract new passengers, Air France also launched the "Serve Asia" program this spring. In order to implement this plan, Air France specially organizes training courses and conferences for flight attendants from Asian countries and regions, and compiles workbooks in local languages according to the customs of different countries and regions to remind flight attendants of local cultural differences. "Knowing the local culture can make passengers deeply feel the sincere service of Air France, thus reducing misunderstandings caused by cultural differences in the service." Mr. Mahler, President of Air France Asia Pacific, said this. For example, in the China Manual, the line "China people like hot food and soup when eating" is marked in bold, which makes the flight attendants pay special attention. This shows the meticulous and careful service in France.
Chapter 1 Cabin Service and Brand
-Case study
British Airways-cabin service constantly exceeds passengers' expectations.
British Airways (hereinafter referred to as British Airways) was established in August of 19 19. In 2000, 48 million passengers worldwide chose British Airways, 80 passengers boarded the plane every 8 minutes, and a British Airways plane took off or landed every 30 seconds. The flight routes cover 97 countries and 263 destinations, and the group is distributed in 65438+ around the world. Therefore, British Airways is naturally regarded as the largest international airline and leading brand in the world today. In 1983, the senior decision-makers of British Airways positioned British Airways as "a pilot who constantly exceeds passengers' expectations (that is, always provides passengers with more than satisfactory services)", and put forward the promotion slogan of "the most popular airline in the world" after integrating this brand concept into cabin service. At first, people did not agree with this positioning, thinking that British Airways was bragging, but today, it has become the most popular airline in the world. In sharp contrast to the declining image of the British Empire, BA has always been full of vitality and spirit of change, constantly innovating and changing with the brand concept of "must exceed passengers' expectations" and the market positioning of the best service airline, thus shaping the image of BA as a leader in the international aviation market.
One of the main strategies of BA's cabin service positioning is to find a balance between functional needs and emotional needs, pay attention to excellent design and service innovation, especially in protecting passengers' privacy, and give enough space and flexibility, which competitors can't provide. In addition, an important role of BA cabin service management is to cultivate "brand emotion", actively create and maintain BA's perceptual image, and establish a long-term and close cooperative relationship with passengers through cabin service with emotional factors, thus cultivating a large number of BA brand positioning loyalists.
The brand image created by British Airways through cabin service is an airline representing western service style and excellent quality. Passengers can enjoy professional and friendly service and their needs can be fully met. "Being the first choice for passengers" has pushed British Airways to become the first leading brand in the world, and particularly emphasized that the name of British Airways represents meticulous service and is a brand. According to the strategy of market segmentation, Bazaar launched two brands, namely "World Club" and "European Club" in 199 1, and launched two service brands, namely "World Traveler" and "European Traveler" respectively.
The following picture 1 is one of a series of cabin service advertisements launched in cooperation with the "World Club" brand. A young mother gently held her baby in her arms and looked at her baby with joy and motherly affection, but the baby's face was replaced by an image of baldness, white beard and tie. The "old man" in his mother's arms fell asleep sweetly, with a happy dream-like smile on his face. Obviously, the attraction of the brand is that you can enjoy the comfort and relaxation of the "cradle seat of the New World Club" by joining the British Airways Club. British Airways flight attendants provide you with meticulous care, but British Airways does not provide "lullabies". Creativity shows British humor both visually and in copywriting. From the use of color and creative techniques, it is not difficult to see that this mature brand has a subtle combination of functional appeal and emotional appeal strategy.
British Airways' cabin service has always paid attention to design and innovation, which is not only reflected in the brand, but also in the transformation and upgrading of hardware. For example, the continuous updating of the first-class seat design of British Airways has not only created intangible assets for the brand, but also won many international awards every year. The service target of BA World Club is mainly aimed at international tourists, and its key appeal is the substantial improvement of seats.
There is a child sitting in the middle of the spacious and comfortable sofa (Figure 2), and a lovely teddy bear is sitting next to it. Similarly, children's faces are hidden behind adults' faces. Creativity exaggerates that the seats provided by the World Club have been improved, and the comfortable and spacious space makes the guests sit up like a child, leaving a lot of room. The small body in creativity and the big head of adults form a strong visual impact. Sofa creates a family-like warmth in the cabin of British Airways, and the image of wearing a bow tie caters to the psychological expectation of target customers to become members of the world club.
Today, British Airways has developed from a British airline to a global multinational brand. The red, blue and white logo, unique cabin service and high-level service quality, which have been launched for more than two years, show the new positioning and commitment of the company to passengers and employees all over the world: diversity, creativity, friendliness, vitality and worldview.
Chapter II Quality and Cabin Service
-Demonstration
The cabin service of air transport has undergone great changes through the activities of improving service quality, service commitment and creating excellent service mode carried out by the whole industry, and has begun to enter the track of legalization, standardization and scientific management. However, in the face of the increasing quality demand of consumers, there is still a certain gap in cabin service of air transport. Among them, the unstable service quality is a prominent problem. This is not only a hot issue of social concern, but also a key and difficult issue that needs to be improved urgently in civil aviation.
The instability of civil aviation transport service quality usually means that civil aviation transport service cannot maintain its high level in a certain period of time, and the fluctuation of service quality characteristics exceeds the normal level. Mainly as follows:
The time difference between service and work is usually reflected in the phenomenon of "cold, hard, top, push, drag and block" in service attitude and work. Passengers are not satisfied with the service under special circumstances, the flight is abnormal, and so on.
According to the analysis, the main factors affecting the stability of transportation service quality are as follows:
1, personnel quality. The main body of cabin service in air transport is the flight attendants related to cabin service. Because of their different conditions, there are significant differences in professional ethics and professional skills. This difference is manifested in the strength of service consciousness, quality consciousness, emotional self-control ability and work control ability, which often determines the quality of employees' own work. The work quality of any cabin service personnel will have different degrees of influence on the overall quality level of airline cabin service.
2. Operating specifications. Various regulations, working methods and operating procedures of cabin service in air transport have a very direct guarantee for improving the quality of cabin service. Whether the various rules and regulations formulated by civil aviation enterprises and institutions are scientific, reasonable, sound and applicable, and whether they can be truly implemented in practical work will directly affect the quality of transportation services.
3. Operating environment. With the flow of transportation and production, cabin service operates in a certain space and under certain natural and safe conditions. Among them, weather conditions, air traffic service, airport support capability and the support function of civil aviation electronic system have obvious effects on cabin service quality. In addition, the social, political and economic situation will also have different degrees of impact on the quality of cabin service.
In the fierce competition in the same industry, airlines must attach great importance to management and strengthen quality management if they want to beat their competitors. The operation of airline quality management can be roughly divided into three steps:
The basis of service design is the work result of the market development process, that is, the service summary is formulated according to the market demand, and then transformed into specifications. Service specification is what is commonly called service quality standard. The purpose of designing service specifications is to comprehensively and accurately describe and specify the quality characteristics of services such as functionality, economy, safety, comfort, timeliness and civilization. The above quality characteristics should be reflected by qualitative or quantitative specific indicators. While formulating service specifications, we should also formulate acceptance standards accordingly to ensure that the quality indicators of to-do items are implemented. When designing service provision specifications, we should focus on the types and quantities of facilities, equipment, materials and other material resources needed in the process of service provision, which must meet the requirements of service specifications; The number and skills of required personnel, and these human resources must meet the requirements of meeting service specifications; The reliability of sub-suppliers and the support ability of sub-suppliers required by services must meet the requirements of service specifications; The working procedures and operation methods necessary to provide services must meet the requirements of service specifications. The design of service quality control norms should identify key activities that have an important impact on service quality, conduct in-depth and detailed system analysis of key activities, select the characteristics of key activities, establish control means, and formulate control procedures according to the characteristics.
Service provision Service provision is the concrete realization of service, which is embodied in the working process of service. The process of service provision is a process of implementing service specifications, service provision specifications and quality control specifications to ensure that the requirements of service summary are met and the needs of users and society are met. Managers of service organizations should define responsibilities and assign them to all functional departments and personnel related to the service delivery process. Through strict management, the responsibilities are implemented to ensure that all services provided can be carried out normally and meet the requirements of relevant specifications. In the process of providing services, any first-class service organization should focus on the following three points: first, make the service provision process conform to the established service provision norms; The second is to review whether the service provision process conforms to the established service specifications and conduct on-site supervision; Third, when there are problems and deviations in the service delivery process, analyze the process and make necessary adjustments.
Quality control Due to the non-storability of civil aviation transportation services, it is required that each service must be successfully provided once. The key to ensure success lies in the self-control of service providers. Control one's emotions in the best state, and control one's behavior in full compliance with professional ethics and service provision norms, and meet the requirements of service quality regulations. The key points of organizational control should be: first, the control of personnel. Provide cabin service personnel with necessary education and training in job qualifications and knowledge updating, provide them with a good working environment and stable jobs, and encourage employees to contribute to improving cabin quality by rewarding their achievements. Individual personnel who are really unsuitable for cabin service should be resolutely replaced by introducing a competitive mechanism. Second, the control of material resources. All cabin service facilities, equipment and service articles should have strict management procedures from procurement, storage to use, so as to ensure that their quantity and quality can continuously meet the needs of meeting service quality standards. Third, the control of service process. In the whole process of cabin service quality control, service organizations should establish quality management points in key links and implement key monitoring to ensure that the work quality of key parts or key processes fully meets the design standards. Fourth, the control of the operating environment. When designing service specifications, we should fully consider the influence of uncontrollable factors on service quality and avoid designing unrealistic and unattainable so-called high standards. Another very important content of working environment control is to put forward clear requirements for the work quality of subordinate units.
Chapter III Quality and Brand
-Theoretical application
At present, domestic civil aviation competition is keen on price wars and obsessed with ticket discounts. For service competition, many airlines neglect to invest energy and financial resources, and even disdain to provide more benefits from the standpoint of passengers. In fact, at present, the ban on air ticket prices has been loosened, and some "prescient" passengers have learned to go to the sales agency to buy air tickets. After shopping around and bargaining, they can get the ideal discount fare from the agent. The price war on air tickets can only be played for a while. In the long run, with the further opening up of the country, the service brand competition between Chinese and foreign airlines is more profound and cannot be taken lightly.
It is a feasible way for airlines in the future to show their own service brands, think more about passengers, take more measures to facilitate passengers and pay more attention to the characteristics of cabin service.
For example, China International Airlines, the flagship company of domestic civil aviation, put forward "Air China's six-year service quality improvement plan" last year to effectively establish the cabin service quality system, improve the service quality and establish the company brand.
Planning is divided into three stages:
The first stage: through the efforts in 2002, the overall cabin service quality of the company has been significantly improved, reaching the advanced level of the same industry in China.
Mainly reflected in: sincere and enthusiastic service attitude, unified and standardized service work. The environment of the "two cabins" is elegant and comfortable, the service facilities and equipment have been improved, the normal flight rate has reached 90%, the passenger load rate and satisfaction rate have been significantly improved, reaching 92%, and the accidents of transportation service level have been eliminated.
The second stage: in 2003-2004, the company's transportation service quality reached a new level, ranking among the upper-middle level in Asia and forming a well-known brand of cabin service.
Mainly manifested in: the transportation service facilities and equipment are relatively complete, the service information is relatively smooth, the service process is simple and convenient, the in-flight entertainment service has been fundamentally improved, and the meal service has formed its own characteristics. The normal flight rate reached 9 1%, and the comprehensive passenger satisfaction rate was significantly improved to 95%.
The third stage: during the three years from 2005 to 2007, that is, before the 2008 Olympic Games, the overall service quality and service quality of the company's transportation service window units should be close to or reach the level of internationally renowned airlines, forming the overall service brand of Air China. z
Mainly manifested in: advanced service quality management means; Service personnel have high service skills and foreign language level, that is, strong ability to deal with special situations; Service information is smooth; Modern service equipment and elegant and comfortable service environment; Passenger and cargo sales and ground services have reached the level of well-known brands; The normal flight rate reached 92%; Passenger satisfaction rate is 96%; Air China's high service level has begun to produce famous brand effect in Asia and even the world.
With the implementation of international service quality management standards, more airlines will follow the concept of service to win the trust of customers and integrate it into the strategy of brand building.
Chapter IV Brand and Benefit
-Concluding remarks
"Enterprise management is quality management", aiming at the forefront of international quality theory and practice development, making full use of contemporary advanced quality management theories, concepts, methods and technologies, successfully transferring the quality management theories, methods and technologies representing the international advanced level to civil aviation enterprises, building a multi-dimensional, multi-functional and well-structured complete quality system, and strictly implementing it to ensure "safe flight, normal flight and excellent service" in air transportation, is China Civil Aviation.
Establish an effective quality system that conforms to international norms and adapts to the actual situation of civil aviation in China. It is not only the need to stabilize the service quality, but more importantly, through system control, the cabin services provided by civil aviation service agencies can meet the needs of passengers, enhance market competitiveness and improve economic benefits. This is an important measure for civil aviation enterprises and institutions to adhere to the all-round development path of safety, quality and efficiency and realize the sustained, healthy and efficient development of civil aviation.
Facing the fierce competition in the international civil aviation market and the inevitable trend of "aviation liberalization" after China's entry into WTO, what we should do is not to panic, not to be at a loss, not to give up and hand over the vast market of China's civil aviation, but to face all this calmly, based on our current reality, try our best to strive for success!
References:
1, (USA) Tom Duncan (T.), moriarty (S.), translated by Liao, 2000, Brand First: Integrated Marketing to Create Ultimate Value, Beijing Huaxia Publishing House.
2. Li Xiaochun, Zeng Yao, 2002, Quality Management, Beijing University of Posts and Telecommunications Press,
3. Sun, 1996, Random Talk on Flight Attendance Etiquette, China Civil Aviation Publishing House,
4. edited by Chen Zhitian, 200 1, Fundamentals of Quality Management, China Metrology Publishing House,
5. Civil Aviation Management, Journal of Civil Aviation Management;
6. International Aviation News, an international aviation newspaper;
7. China Civil Aviation News and China Civil Aviation News;
8. China Civil Aviation Resource Network, www.carnoc.com;
9. People's Daily Overseas Edition, www.rhwx.com;
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Postscript: Through three years' study in Civil Aviation College of China, under the guidance of the teacher step by step, I gradually understand my major direction and find that I have deeply liked this major. Graduation is just around the corner, and the best way to repay the training of the country, schools and teachers is to hand in an excellent graduation thesis. This paper is the result of my efforts, combining my professional knowledge and practical experience in airlines, and using various methods. However, due to my limited knowledge and shallow understanding, there must be some shortcomings and views to be improved in the paper. Here, I would like to express my heartfelt thanks to the instructor who reviewed my paper and ask the teacher to correct the mistakes in the paper. Thanks again.
At the same time, there is one thing I want to mention: during the writing of this article, the smoke of the US-Iraq war is still pervasive, and the cloud of SARS hangs over the world. These two world-famous focuses are full of newspapers and magazines and become hot topics, but they are also affecting social economy and people's lives. For the air transport industry, which has a strong correlation with war, politics and disease, it is undoubtedly facing an extremely severe situation. At present, affected by these two factors, especially atypical pneumonia, aviation operation is facing a severe test. As a member of airlines, how do we view the current situation? As cabin service personnel, how should we give full play to our abilities in our posts and share our worries for the company? How to build confidence, overcome difficulties and obstacles, unite as one and tide over difficulties together? This is a question that each of us should think about. If the sense of crisis makes us understand the situation clearly, self-confidence is the inexhaustible motive force for us to overcome difficulties, and the deployment of superiors points out the direction for us, then positive actions are the guarantee for us to finally get out of the predicament.
Recognize the situation clearly, take active actions, work together to tide over the difficulties. As long as I unite as one, accept the challenge frankly and work together, the final victory must belong to the confident, United and strong people!
Dude, your 200 points are really hard to get …