Essays on Tiger Airways Complaint Handling Case Study

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The paper "Tiger Airways Complaint Handling" is a good example of a marketing case study.   Tiger Airways is one of the leading airlines in Asia that was founded in late July 2013. It operates majorly in Australia and hence being well known throughout the country. It has made travelling easy such that customers connect flights easily without having to clear with immigration or move around with their luggage. The main competitors of Tiger Airways are Australian Domestic Airlines, Virgin Australia, Jetstar and Rex. John complains that he boarded a flight from Sydney to Melbourne at Tiger Airways with all his luggage intact and confirmed only to lose it upon arrival to Melbourne.

The airways officials on duty confirmed his possessions and thus were responsible for the safety travel of John at Tiger airways. In reply to John’ s query the manager accepts that despite the luggage having been marked for the destination John was heading to, it ended up in a different direction. Some of the factors that could have caused this are: poor social ethics within the Airways staff; disputes or poor relations between the workers of the airline could have led to them ignoring one another hence leading to this service failure. Low morale and limited feedback among staff can lead to improper communication whereby no accurate information is being communicated from one person to the other hence poor performance between staff.

Poor supervision of workers or situations where errors by the employees are not reported by their counterparts if noticed at the airline could have led to negligence of duty by workers could have caused the luggage to end up being taken to a different destination; unskilled or unqualified personnel would bring in the essence of informalities and poor coordination hence service failure, lack of enough personnel to serve the duties at the airline could be a factor leading to service failure since some jobs would remain unattended to; poor management of the airline whereby the top managers have no proper quality control of services can cause poor performance of the service provider hence such a mistake and also poor working conditions that don’ t favor the workers of the airline to render their services appropriately can lead to service failure. A situation where workers are being overworked and have no enough time to rest may lead to poor service delivery hence causing a service failure like in the case of John Doe.

From Lazarus stress theory, different workers react differently to prolonged durations of work and hence some of them may cause a service failure (Parasuraman, Zeithaml& Berry 1985) Little or no confirmation of progress of events may cause poor performance of the airline since coordination between activities is limited and in some cases lead to a service failure.

The level of technology used to process items and to coordinate events at Tiger airways is also put into question since when a piece of luggage is directed into the wrong airplane it implies that the checkpoints overlooked it hence causing a service failure. Customer relations at the airline should also be put to concern; given that John had submitted his details of travel then it should have been quite easy to trace his luggage to his destination.


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