Essay
aviation industry, gain customers
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Essay of 7 pages for the course Sales and Marketing at The University of West London
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How operations managementwithin the aviation industry
helps to gain customers and
allow airlines and airports to
compete?
, This essay will analyze and evaluate how operations management within the aviation
industry helps to gain customers and allow airlines and airports to compete. The essay will
also look at operation management, its process and model and the four Vs (the volume,
variety, variation and the variability. The example it will use would be Singapore and
EasyJet airlines, Changi and Heathrow airport. In addition to, this will look at Order
Winning factors and Order qualifying factors, Servuction model and Servicescape.
Operations management refers to planning, organising and supervision in the
circumstances of production or manufacturing the products and services. In this way, it
ensures the delivery services of an organization successfully turns inputs to outputs in an
efficient manner. In addition, it has a major impact on both revenue and cost and therefore
profits. (TopMBA.com,2014)
All operations create products and services by changing inputs into outputs using 'input –
transformation-output' process. This process is modelled as a general 'input-
transformation-output process'. They all have inputs of transforming resources that are
usually divided 'facilities' and 'staff. And transformed resources that are some mixture of
customers, materials and information. (Slack, Johnston and Brandon-Jones, 2011) For
example, Singapore airlines is a global company that provides air transport services of the
highest quality. To provide the highest quality possible, they use different resources and
information as well as the recruitment process to choose the right candidate for the
company. For Cabin Crew, there are 5 stages which would be done in about 2 days. They
conduct walk in interviews, once they pass the interview then they will measure their
height and if they are successful they will be asked to attend the group interviews. On the
final stage, they check everything including weight, height, bad skin, walk as well as the
visible tattoos. (Fly Gosh, 2017)
The successful candidates are required to go through medical checkup again in their city at
their own choice of clinic appointed by Singapore airlines. It should be completed within a
week after your successful interview. They will receive an email after about 2 weeks
regarding their medical check. If they pass the medical, then they will undergo a four-
month training programme, one of the longest and most comprehensive in the airline
industry. From the training, they would gain knowledge about products and services, be
customer oriented, displaying initiative and a team player. As a result, staff would know
exactly how to greet, meet and exceed their expectations thus satisfied passengers meaning
they are more likely to travel again and bring their friends or families through word of
mouth. (singaporeair.com, 2018)
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