The paper “ Service Product Marketing, Service Failure, and Recovery Experienced by British Midland Airways Limited” is a convincing example of a case study on marketing. Service failure and the eventual service recovery efforts in diverse service institutions have been cited as having adverse impacts on the level of consumers’ satisfaction in that particular organization. This also influences the quality of long-relationship that will be emanating from these interactions (Mostert, Meyer & Rensburg, 2009, p. 118). This paper will explore an instance of service failure experienced at British Midland Airways Limited in the U. K, namely the failure of an online booking process culminating in delayed flight.
The eventual service recovery efforts will also be analyzed aimed at arriving at feasible recommendations to minimize these phenomena. However, it is imperative to briefly explore the undertakings of this company aimed at gaining an insight into some of the activities they are involved in and the initial reason for choosing them as the prudent service provider prior to the service failure scenario. Brief company profile According to BMI (2007, p. 1), this company launched its operations in 1938 as Air School Ltd with a primary specialization in RAF pilot training.
In the 1950s, BMI ceased the training of RAF pilots and instead undertook the expansion of the cargo routes worldwide as well as passenger routes across the UK and the wider Europe. In 1964, the company adopted the name British Midland Airways. In 1965, the company shifted from its home at Burnaston to the East Midland Airport which had been newly opened before an eventual merger with Invicta Airways in 1969.Since then, the company has enjoyed extensive expansion which is best epitomized by the fact that today, BMI operates close to 2,000 flights per week over a system of 69 airports in the UK, Middle East, Africa and Europe (BMI website, 2012, p. 1). American Chambers of Commerce in the Armenia website (2012, p. 1), IBI is a renowned innovator and a market leader with its developments and evolution being forged to meet the passengers’ needs.
There is thus widespread embracing of technology at BMI, for instance, e-ticketing, self-check-in and online booking at the airport which has been key in heightening efficiency as well as the betterment of consumers’ experience.
This expansion method has been in the effort to meet the dynamics in consumer needs as well as increasing technological competition in the industry. Service failure phenomenonIt is worth noting that diverse service failures are encountered in the operations of the airline industry. Bejou and Palmer (1998, p. 8) cited that the majority of the service failure in this industry emanates from the service processes which are usually put into the utility in service delivery. Coye (2004, p. 60) noted that despite the fact that there might be a tendency for the passengers to hold heightened expectations before their impeding flight, research has shown that there are a number of causes that often result to service failure in diverse airlines, which includes overbooking of flights, cancellation of flights, strikes, attitudes of the cabin and ground staff as well as problems in reservations (Bamford & Xystouri 2005, p.
314). As stated in the preceding section, British Midland Airways Limited has diverse services. Nonetheless, my experience in service failure was related to online booking resulting in delayed flight among other implications which will be explored in a subsequent section.