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Study for Service Recovery Strategy on Airline Company Overbooking

Author: WangHongYing
Tutor: LuoLi
School: Sichuan University
Course: Business Administration
Keywords: Flights Overbooking Service Recovery Tactics
CLC: F562
Type: Master's thesis
Year: 2007
Downloads: 521
Quote: 2
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Abstract


In the context of economic globalization, the increasingly fierce market competition, the breaking down of trade barriers is exacerbated by the competition, which makes the fight for customers, maintaining customer become important strategic objectives of enterprises, especially service enterprises. Service characteristics of intangibility, perishability, inseparability, differences, as well as the complexity of customer expectations, service quality evaluation subjectivity and uncertainty of the environment and other characteristics, doomed generation of service failure can not be completely avoided . Service recovery is a service failure occurs \Customer first is no longer an external slogan mere formality, it has become a business from the customer feel constantly adjust and improve their product quality, to explore and discover the business space, improve customer satisfaction and corporate the visibility of a business strategy. Excellent service recovery to eliminate or at least reduce the negative impact of service failures on customer, increase customer satisfaction and loyalty, improve corporate image. Service recovery is both a customer satisfaction business concept, it is a competitive strategy. Service recovery is more and more concern and attention of scholars and managers have become an indispensable part in the service marketing and management research. Foreign airline revenue management, overbooking is not only in theory, an important part of history's longest, at the same time, the earliest and most widely used means of a revenue management is also used in the practice of foreign airlines. In recent years, domestic airlines also began to try to use overbooking to increase revenue, however, overbooking problem in resolving the seat wasted, increase airline revenue at the same time has also brought negative impact, for example, suffered a overbooking customers feel dissatisfied with the serious will convert service provider. If a set of well-executed service recovery strategies, not only to regain customer satisfaction, and to prevent the loss of customers, which has important implications for the survival and development of the airline. Based on this, the application service recovery theory analysis of the status of the domestic airlines overbooking service failure, remedial strategy, and the strategy used in an airline overbooking service recovery practice, the results prove the service recovery strategies proposed in this paper is feasible and a strong guiding significance. In this paper, the completion of the research work of the following four areas: a summary and review of previous research in service recovery theory; airline overbooking theoretical research and application of analysis; Third, the combination of theoretical study and survey service failure of airline overbooking, the airline overbooking service recovery strategies;, service recovery strategy for an airline overbooking practice of service recovery. The results of this research service recovery theory research, and play an active role in actual use will be the airline's revenue management.

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CLC: > Economic > Transportation and economic > Air transport and economic > China 's air transport
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