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Fairness + Quality Service = Positive Passenger Experience. 

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Fairness + Quality Service = Positive Passenger Experience. 

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Fairness from a member of staff in an aviation setting, can encourage the same reaction from passengers.
When passengers feel like they have received fair but quality service increases total passenger satisfaction. In turn consumers will tell others about their experiences good or bad. That's why great word-of-mouth advertising is crucial for every company!

Every client a business interacts with is significant, thus everyone in a company. From the receptionist to the CEO, must be dedicated to customer satisfaction and understand their position. The level of quality is ultimately determined by the owner and managers. Whether they do it on intention or not, they do lead by example.

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Brown, L. (2019) Southwest Airlines Co.’s Organizational Culture & Its Characteristics: An Analysis. [Online] Available at: http://panmore.com/southwest-airlines-co-organizational-culture-characteristics-analysis#:~:text=In%20theory%2C%20corporate%20culture%20defines%20the%20philosophy%2C%20beliefs%2C,long-term%20growth%20in%20the%20global%20commercial%20aviation%20industry. [Accessed; 19/04/2022].

Butorova, H. (2022) The Importance of Fairness. [Online] Available at: https://citywise.org/importance-fairness/ [Accessed; 19/04/2022].

Evans, E. (2018) Airport baggage handler throwing suitcases caught on video: Manchester Airport. [Online] Available at: https://www.youtube.com/shorts/f-GHO1y10E4 [Accessed; 19/04/2022].

IEDP Editorial (2015). 5 HR Strategies for Customer Service Excellence. [Online] Available at: https://www.iedp.com/articles/five-hr-strategies-for-customer-service-excellence/ [Accessed; 19/04/2022].

ITV. (2018) Flights From Hell | Airport Customer Service Gone Wrong! [Online] Available at:|https://www.youtube.com/watch?v=a0_kjUjsR5E&feature=emb_title [Accessed; 19/04/2022].

KMI Learning. (2014).The Importance of Employee Training. [Online] Available at: https://www.youtube.com/watch?v=TsnFgV-eUP8&t=62s [Accessed; 19/04/2022].

Marcom, J., Jr. (1991). "Moment of truth", Forbes. [Online] Available at: https://web-s-ebscohost-com.ezproxy.herts.ac.uk/ehost/command/detail?vid=0&sid=35741f75-5233-4dca-88b9-5d3daa0b8fce%40redis&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#jid=FRB&db=bth vol. 148, no. 1, pp. 83. [Accessed; 16/04/2022].

Moyseos, P. (2019). The Effects of Lack of Employees Training. [Online] Available at: https://www.youtube.com/watch?v=t8et9Bc4HUs&t=1s [Accessed; 19/04/2022].

Sales Force. (2022) What is Customer Service? [Online] Available at: https://www.salesforce.com/resources/articles/what-is-customer-service/ [Accessed; 19/04/2022].

Wattanacharoensil, W., Schuckert, M., Graham, A., Dean, A. (2017). An Airport Experience Framework from an Air Traveller Perspective. Journal of Hospitality and Tourism Management 32. pp. 124-135.

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Nothing illustrates excellent customer service like a friendly airline hostess or steward, and no industry is more reliant on consumer loyalty than aviation.

In Singapore's Airlines (SIA's) HR strategy, recruitment is a critical step. As a result, employment at the airline is a hard and stringent procedure. Group and one-on-one interviews, as well as an English language proficiency exam, are all part of the process. SIA is looking for people who can empathise with travellers and who are upbeat, polite, and humble. "Each year, the airline receives roughly 10,000 applications for cabin crew positions, with only about 900 of them being hired" IEDP Editorial (2015). When hiring staff members with that of whom's quality and service is excellent, it is fair to their customers that they are receiving the best services as possible.

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Employees' philosophy, beliefs, traditions, core values, and behavioural expectations are defined by corporate culture, which affects every area of the business and is a vital success factor in the company's long-term growth in the global commercial aviation sector. In addition to this, a happy culture can help airlines enhance their connections with present passengers and even attract new ones.

"Southwest Airlines has a company culture that prioritises employee happiness. The company's management focuses on individual personnel as the core of its commercial aviation business while building and sustaining its corporate culture" Brown (2019). As a result, Southwest Airlines has a number of policies and programmes in place to boost employee morale, motivation, and work satisfaction. This part of the organization's culture contributes to satisfied employee performance, which leads to strong business results in the air travel industry.

People that are satisfied in their professions will go out of their way to make a customer happy.  Giving staff the tools they need to thrive and empowering them to behave as they see fit, tells them that they are valued members of the team and will go a long way toward ensuring delighted consumers. This in turn ensures fairness for the customers as they are receiving the best quality service.

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In every step of an aviation journey, passengers will directly and indirectly have interactions with all sorts of staff. These staff have a huge impact on the overall satisfaction of passenger experiences.

"When service staff are kind, courteous and have a positive attitude, customer satisfaction levels rise" Sales Force (2022) . From an airline perspective, service quality is one of the main ways they can be different from their competitors. Majority of airline products are similar, that is of providing aircrafts and flying to particular destinations, therefore service quality is important to enhancing passenger experiences and generating customer loyalty.

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"Showing and being shown fairness is intrinsically rewarding". Butorova (2022). As social beings, our happiness is intrinsically tied to the pleasure of others around us, so being a source of joy for others may also boost our feeling of purpose, which is crucial to our overall well-being.

Therefore ensuring fairness in an aviation setting can encourage passengers to treat staff with respect and compassion as well as appreciating the significance of honesty, sharing, sympathy vice versa for employees.

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Fairness relating to overpriced products and services

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Fairness relating to overpriced products and services

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Quality Service: "Moment of Truth" by Jan Carlzon

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Quality Service: "Moment of Truth" by Jan Carlzon

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Service quality was first recognised by Jan Carlzon, who was responsible from turning Scandinavian Airlines (SAS) into a successful customer driven company and Airline. He introduced the concept of "Moment of Truth as an episode of which a customer comes into contact with an aspect of the company, however remote, therefore providing opportunities of impressions towards a customer" Marcom, (1991). These interactions can include, viewing the website or a tweet, interactions with staff, luggage drop off etc. Each "Moment of Truth" is accessed by the passenger who makes a choice about how good or bad their experience was and holistically creates an impression of their overall passenger experience. By examining these moments and changing an airlines approach of flying aeroplanes to flying people, Jan Carlzon was able to highlight the critical role in how quality service can affect a customers passenger experience.

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KMI Learning.(2014).The Importance of Employee Training

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-Training is not a must be nice to have, its a must have.
-Customers will be safer, employees will be more productive and a company will earn more money.
-Working with a company that takes the time to care, know, respond, create and support its employees will build business together.

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ITV (2018) Flights From Hell | Airport Customer Service Gone Wrong!

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Customer Service is the support offered by employees within a company both before and after purchase of products or services. In an airport, tasks include encouraging customers to have an easy and enjoyable experience with the brand, making sure passengers and their luggage safely board the right aircraft at the right time, assist with check-ins, verify travel documents, follow safety and security measures, etc. These services are a huge part of creating a great passenger experience, with happy customers more likely to continue doing business with a company if the experienced service is excellent.

Seen in this video, a staff member whose job is to provide great customer service, will be the one factor in this customers experience that will discourage another booking. This is why, staff training is imperative to ensuring a positive passenger experience.

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Flights From Hell | Airport Customer Service Gone Wrong! | ITV

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Evans (2018) Airport baggage handler throwing suitcases caught on video | Manchester Airport

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Airport baggage handlers are tasked with transporting suitcases on and off a plane, and then on to a luggage carousel. Sometimes, this means bags are thrown around in a seemingly careless fashion which compromises the contents inside or can damage the case. But as you can see from this video, this member of staff has taken “thrown around” to a whole different meaning. Here we can see that this staff member has been allowed to perform poorly from lack of training and will continue to cause serious problems for the airport when this customer uses her video proof to show damage of her property and how it has affected her passenger experience.

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Airport baggage handler throwing suitcases caught on video | Manchester Airport

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Passenger films suitcases being thrown at airport. Watch the full video!Manchester Airport has pledged to "crack down" on baggage handlers after footage show...

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Moyseos,(2019). The Effects of lack of Employees Training

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-Poor employee performances.
-Unhappy Staff.
-Lack of employee development.
-Increased job turnover.

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The Effects of lack of Employees Training

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We as customers put all of our trust and respect into the operations of an airport when we chose to fly with them and in return of this it should be fair enough to assume we are being looked after by staff that should be correctly trained to do their job to the best and highest ability. To ensure fairness for customers regarding the treatment of staff and authorities at any and every point in their passenger experience, airports/airlines need to make sure their training standards are kept up to scratch.

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This study, by combining the perspectives of sociological, psychological, and service marketing/management, all of which affect the passenger experience, proposes a theoretical framework for the creation of the airport experience in correlation to an air traveller.

The airport experience has emerged as an important concept for an airports performance. This is due to the growing understanding that the airport experience can increase passenger satisfaction and potential of future visits, enhance travel, increase non-aeronautical revenue, and improve an airports competitive position.

From a psychological perspective, it is important to understand the crucial elements involved in creating a positive passenger airport experience. One main component related to this psychological dimension involves airport ‘fairness’ , which has the potential to create a high degree of stress related to passenger experiences. "With the subjectivity of the term ‘fairness’ being difficult to articulate, it is this which makes passenger experiences tough to clarify against any true injustices or ‘unfairness" (Wattanacharoensil et al, 2016).

With the aim of ensuring fairness for a psychological benefit to increase a positive passenger airport experience, this strategy will explain how the said aim can be achieved.