Top 5 Background
Readings:
1. Introduction
Top 5 Background
Readings:
Fish!: A Proven Way to Boost Morale and Improve
Results by Stephen C. Lundin , John Christensen, Harry Paul, and Ken
Blanchard
Delivering Happiness. by Tony Hsieh
Looking Beyond the Runway: Airlines Innovating
with Best Practices while Facing Realities by Nawal K. Taneja
Introduction to Cabin Crew by Beverley
Goodman
1. Introduction
According to Wenger,
(2014) motivation of the staff member in any organisation is necessary for the
delivery of higher level of performance. There is also is the need to generate
the process of motivation with the aim of bringing right level of customer satisfaction
in the competitive market.
The context of motivating
staff for developed organisational performance will be discussed in this
research paper, with British Airways as the Case Study. This research is about
the process of motivating the cabin crew in an airline, in terms of collecting
excessive level of customer satisfaction. The project basically understands the
importance and the role that the Human Resource department of an airline can
take in training and facilitating the crew cabin members so that they can offer
best of the services to the customers. In this pursuit, the case of
British Airways has been selected.
As reported by IAG (2014)
in the Annual Report and Accounts, 2013 of British Airways; under the strict
supervision of Keith Williams, the CEO and Chairman, British Airways, the
company earned a total Revenue of £11.421 billion in the FY 2013. This remained
possible only because of the extra edge participation of the company in
offering competitive facilities to its Cabin Crew members. As declared in the
report by IAG (2014), British Airways continued its mode of adding
technological support to its Cabin crew and other staff members, in order to
improve multifaceted service quality to the customers. In the same year,
British Airways even offered iPads to its senior cabin crew members. The
purpose is to enable them in offering enough insight into the preferences of
the customers from diversified areas and cultural entities. As for instance, in
case of a request for ‘Special Meal’ or onward plans for travel, the crew
members remain adequately informative and act with precise information to the
customers. Moreover, BA states,a
The main of our project
is to find the way British Airways is successful enough in gaining excessive
customer satisfaction, leading to customer loyalty in last 10 years by
motivating the Cabin Crew in the best possible way. In this approach the
consistent increase in the numbers of passenger counts to the British Airways
will be checked in relation with the developed attitude and performance of the
Cabin Crew towards the brand that is ‘British Airways’.
i. Analyzing service quality of
the Cabin Crew of British Airways that is increasing the level of satisfaction
and loyalty of the customer;
The literature section
will make specific analytic investigations over various literary sources, like
news articles, Journal Articles, Research Papers, Books and internet sources.
All the details will be declared in the Reference section.
Founded in the year 1974,
British Airways has completed 40 years in the airline industry. British Airways
(or as popularly known as BA) gets noted for being the carrier of the UK flag
representing the entire United Kingdom. It was established as the largest
airline from the UK in terms of the size of the fleet, extended international
flights and destinations (IAG (2014). It has been marked to be the largest airline
in the UK in terms of the count of passengers since 1974. From the time of its
establishment, British Airways gets centred at the main hub of London Heathrow
Airport that is noted as the second major hub at the renown London Gatwick
Airport.
According to Kotler et
al., (2002), quality must begin from demands of the respective customers and
the same must lead to ends as per the perception of the customers. This
directly refers to the practice of enhancing good quality-oriented perception
led by the customers. It is necessary for a company to understand that the
perception of the customer about the quality of service must remain positive
and comfortable (Sulzmaier, 2001). The positive assessment of customers is sure
to lead to service benefits. According to the research work of Kossmann (2006),
in case of airline industry, the benefits can be gained by means of offering
and maintaining absolute kind of service quality to the passengers by the cabin
crew. It can lay absolute positive impact on the customers. In instance of
superior mode of service quality must be used in the form of a tool in order to
attain success in the global competitive frontier. Delivery of superior service
by the cabin crew in particular and maintenance of consistent quality in the
same domain can help any aviation industry in leading the level of satisfaction
of customer that can lead to follow benefits (Eaton, 1996) –
Some of the very
effective motivational theories that can be implied to the cabin crew of BA are
- Equity theory, Expectancy theory and Hierarchy of Needs by Maslow. These
theories show the way to maintain service quality of the organisation by means
of motivating the staff in the way of offering right kind of services to the
customers.
The approach of Equity
Theory, as defined by Gill and Stone (2010) is about the belief on the
value of people and offering fair treatment to them the idea of this theory is
to generate motivational approaches with fairness among the organisation and
the employees in particular. In reference to workplace, there is the need to
maintain right kind of ratio about the inputs as against the outcomes, as -
Here, the inputs are
determined contributions led by employee towards the organization. The
process of offering rewards (outcomes) must be so structured
that the employee can realise the proportionate distribution of quality
versus quantity work contributed (inputs) by the employee. Guerrero, et al.,
(2007) marks that according to equity theory following features must be
maintained well by an organisation:
Figure 1 Maslow's
Pyramid for Motivation
Source: Maslow (1943)
It is through this motivational pyramid of Maslow that
there is a clear understanding about the growth of human needs through
psychological needs to meet the point of self-fulfilment can be achieved. On a
clear note Mittelman (1991) identifies that under organisational structure, it
is important for the management to know the basic needs of the employees, which
must get supported by the need for safety, followed by need for belongingness
and love, esteem needs must be handled for the achievement of self
actualization.
Following the theoretical approach of Equity theory
the HR of BA must make the employee feel the ground of fairness without any
instance of discriminatory working environment. It is the chief responsibility
of the BA HR to create right kind of working environment for the cabin crew
members, so that they can feel the implication of appropriate fairness to their
dedicated services. Offering additional rewards to the right candidate will
make the motivational process more effective. In the same way, the implementation
of Expectancy theory by the HR of BA too demands very specific kinds of
training sessions and working environment. It is the absolute duty of the HR to
make the cabin crew members understand their importance and that their
behaviour is one of the keys towards organisational success of British Airways.
As this research on a specific note aims in
understanding the process of gaining customer satisfaction, especially by
British Airways, in the context of motivated service quality by the cabin crew,
the design of the research lays focus over the mode of collecting data from
both primary and secondary sources under Qualitative research methodology.
After a wide ranged research, the selected research
methodology for this paper is the Inductive Qualitative Approach. This is an
approach, whereby the researcher is independent to collect necessary data by
means of diversified sources (Cresswell, 2007). Secondary research works and
primary opinions of the participants are made excessively implied to meet the
aims of the research. The selection of this approach is considered with the
objective of driving authentic and reliable data in the process of enhancing
service quality of the cabin crews through the professional motivational
training and facilities; especially in the way it has been initiated within
corporate structure of British Airways.
According to Saunders, et al., (2009) the entire way
of collecting data is about the mode of identifying research potentialities and
thereafter advancing the respective research aims. in following this
aspiration, this research through the qualitative research methodology aims in
collecting relevant data with the aim to enhance enough understanding about the
way British Airways if gaining higher modes of preferences from the customers,
particularly due to the well trained and motivated performances of the cabin
crew members. The collected data is subject to create the capability for
comprehending and thereby elaborately gaining in-depth realisation about the
reasons the customers prefer British Airways against its competitors. Further
the psychological changes in the professional domains of the cabin crew members
will be investigated to know the transformation within them in offering best
service quality for the development of the brand of the company that is British
Airways, as a whole.
The very foremost approach of collecting data will be
from the Secondary Sources, which will include Official declarations and News
published by British Airways and International Airlines Group (IAG). Further
various news from popular Newspapers, peer – reviewed Journal Articles,
Research Works, Books and reliably authentic internet sources will be
considered to understand the topic. Chief emphasis will be in understand some
of the basic concepts like, service quality in airline domain, motivational
approaches for the profession of cabin crew, role of HR in enhancing service
related performances of staff and above all the importance of gaining customer
satisfaction in any business, especially Airline Industry.
The collection of primary data will be initiated as
the secondary data seemed inadequate in offering some of the in-depth ideas and
psychological thoughts of the customers and the cabin crew members of British
Airways. The primary data will be based on some sessions of interviews with
regular customers of British Airways and randomly distributed questionnaires
among the cabin crew members of British Airways. The questions will remain
open-ended and will be based on the context of service quality that is offered
and expected to be offered during the flight.
The purpose of including questionnaire survey among
200 customers on a random basis and interviews of 15 crew members from British
Airways, aims in the process of collecting primary data that can support he
derivations of the secondary sources and further can authenticate the sense of
reliability of this research (Safwan, et al., 2012). There will be a
comparative analysis between the answers from the questionnaires and the impact
of motivational approaches of the Airline HR over the crew members in
developing service quality and maintaining the same on a long rum basis.
From the current derivations made by the Secondary
Sources, it has been noted that motivation must follo individualistic approach
and should get considered as an internal process that is liable to energise,
relevantly direct and established sustainable behaviour. For any HR management
department, it is important to take a note of the approaches of motivations as
noted by Equity theory, Expectancy theory and Hierarchy of Needs by Maslow, for
the employees in order to generate appropriate professional behaviour within
the organisational set up. As noted by the case study of BA by Nicolini and
Salini (2006) BA has already attained good reputation in terms of customer
service. However, the real challenge is in maintaining this hard earned
reputation. For this purpose, the role of HR remains very specific. In this
process there is the need to interconnect motivation as well as morale for the
attainment of job satisfaction among the cabin crew staff. It is through the
implantation of high morals among the cabin crew members that BA can have
dedicated services that will create long terms customer loyalty for this
Airline.
Conclusively, this research is a way to understand the
impacts of right kinds of motivational approaches that can support BA in
getting absolute professional services from its cabin crew. Notable support
from the primary and the secondary sources will be accumulated in order to get
reliable and authentic derivations. As a whole, the idea of this research is to
consider three very specific motivational theories - Equity theory, Expectancy
theory and Hierarchy of Needs by Maslow to meet the research objectives and
maintain service quality by the cabin crew of British Airways.
About Page BA (2014) History and heritage. British
Airways.
http://www.britishairways.com/en-gb/information/about-ba/history-and-heritage
[Retrieved on 6th Nov. 2014]
The context of motivating staff for developed organisational performance will be discussed in this research paper, with British Airways as the Case Study. This research is about the process of motivating the cabin crew in an airline, in terms of collecting excessive level of customer satisfaction. The project basically understands the importance and the role that the Human Resource department of an airline can take in training and facilitating the crew cabin members so that they can offer best of the services to the customers. In this pursuit, the case of British Airways has been selected.
As reported by IAG (2014)
in the Annual Report and Accounts, 2013 of British Airways; under the strict
supervision of Keith Williams, the CEO and Chairman, British Airways, the
company earned a total Revenue of £11.421 billion in the FY 2013. This remained
possible only because of the extra edge participation of the company in
offering competitive facilities to its Cabin Crew members. As declared in the
report by IAG (2014), British Airways continued its mode of adding
technological support to its Cabin crew and other staff members, in order to
improve multifaceted service quality to the customers. In the same year,
British Airways even offered iPads to its senior cabin crew members. The
purpose is to enable them in offering enough insight into the preferences of
the customers from diversified areas and cultural entities. As for instance, in
case of a request for ‘Special Meal’ or onward plans for travel, the crew
members remain adequately informative and act with precise information to the
customers. Moreover, BA states,a
“This autumn we began to
roll out very similar systems for ground colleagues in our main home, Heathrow
Terminal 5. This allows our staff to deliver a bespoke service to customers
with information at their fingertips and ensures we can provide up-to-date
information in times of disruption.” (IAG,
2014, p. 3)
This is definitely a
great step in creating enough space for the cabin crew members in the process
of customising the demands, queries and preferences of the customers.
Keeping this specialised
approach of managing and upgrading the Cabin Crew, of British Airways, this
paper concentrates in understanding the way an Airline company can adopt to
motivate the Cabin crew to gain absolute customer satisfaction and thereby attaining
long term loyalty of the customers. In this process the research is very
concerned about the kind of initiations led by British Airways to meet the
increasing competition that predominate the market of service quality on
international basis.
The main of our project
is to find the way British Airways is successful enough in gaining excessive
customer satisfaction, leading to customer loyalty in last 10 years by
motivating the Cabin Crew in the best possible way. In this approach the
consistent increase in the numbers of passenger counts to the British Airways
will be checked in relation with the developed attitude and performance of the
Cabin Crew towards the brand that is ‘British Airways’.
i. Analyzing service quality of
the Cabin Crew of British Airways that is increasing the level of satisfaction
and loyalty of the customer;
ii. Understand
the roles and responsibility of Airline Cabin Crew in developing the business
frontier of any Airline Company, with ref to British Airways.
iii. Assistance
and Facilities led by of HR in motivating the Cabin Crew for the delivery of
the best professional services to the customers of British Airways.
The literature section
will make specific analytic investigations over various literary sources, like
news articles, Journal Articles, Research Papers, Books and internet sources.
All the details will be declared in the Reference section.
Founded in the year 1974,
British Airways has completed 40 years in the airline industry. British Airways
(or as popularly known as BA) gets noted for being the carrier of the UK flag
representing the entire United Kingdom. It was established as the largest
airline from the UK in terms of the size of the fleet, extended international
flights and destinations (IAG (2014). It has been marked to be the largest airline
in the UK in terms of the count of passengers since 1974. From the time of its
establishment, British Airways gets centred at the main hub of London Heathrow
Airport that is noted as the second major hub at the renown London Gatwick
Airport.
According to Kotler et
al., (2002), quality must begin from demands of the respective customers and
the same must lead to ends as per the perception of the customers. This
directly refers to the practice of enhancing good quality-oriented perception
led by the customers. It is necessary for a company to understand that the
perception of the customer about the quality of service must remain positive
and comfortable (Sulzmaier, 2001). The positive assessment of customers is sure
to lead to service benefits. According to the research work of Kossmann (2006),
in case of airline industry, the benefits can be gained by means of offering
and maintaining absolute kind of service quality to the passengers by the cabin
crew. It can lay absolute positive impact on the customers. In instance of
superior mode of service quality must be used in the form of a tool in order to
attain success in the global competitive frontier. Delivery of superior service
by the cabin crew in particular and maintenance of consistent quality in the
same domain can help any aviation industry in leading the level of satisfaction
of customer that can lead to follow benefits (Eaton, 1996) –
· harmonious
relationship among the customers and company;
· offering
good reasons for preferring the airline for every trip;
· encouraging
long term customer loyalty;
· creating
word-of-mouth recommendation;
· image
of being good reputation among the customers; and
· increase
in profit margin of the organisation as a whole.
In the process of gaining
adequate level of satisfactory service quality, there is the need to motivate
the employees, especially the cabin crew in the means of offering the customers
with quality based services. In this pursuit it is necessary for an airline
company to understand the basic motivational theories and the same are
discussed in the section below.
Some of the very
effective motivational theories that can be implied to the cabin crew of BA are
- Equity theory, Expectancy theory and Hierarchy of Needs by Maslow. These
theories show the way to maintain service quality of the organisation by means
of motivating the staff in the way of offering right kind of services to the
customers.
The approach of Equity
Theory, as defined by Gill and Stone (2010) is about the belief on the
value of people and offering fair treatment to them the idea of this theory is
to generate motivational approaches with fairness among the organisation and
the employees in particular. In reference to workplace, there is the need to
maintain right kind of ratio about the inputs as against the outcomes, as -
Here, the inputs are
determined contributions led by employee towards the organization. The
process of offering rewards (outcomes) must be so structured
that the employee can realise the proportionate distribution of quality
versus quantity work contributed (inputs) by the employee. Guerrero, et al.,
(2007) marks that according to equity theory following features must be
maintained well by an organisation:
· Developing
input towards the output ratio among the employees.
· Inputs
must get recognised as efforts, dedicated services and hard work of the
employees
· Outputs
are the gain that is offered by the organization for profitable inputs.
Application of Expectancy
Theory is possible when an employee decides to behave in a determined
way under the process of motivation. This is structured as specific expected
behaviour from the organisation. Oliver (1974) comments about the management of
other’s behaviours as per expectation are possible only through positive modes
of motivational approaches. According to Montana and Charnov (2008), "This
theory emphasizes the needs for organizations to relate rewards directly to
performance and to ensure that the rewards provided are those rewards deserved
and wanted by the recipients."
Thus, the importance is
in creating a structured behaviour in the individual through which the
organisation can avail appropriate kind of behaviour in the respective
profession.
The last very important
theory in terms of understanding the motivational ventures for the employees in
an organisation is Maslow’s Hierarchy of Needs. This is a theory
that is based on understanding human needs and the way to
handle diversified classes of these needs. In this approach Maslow (1943)
offered a very dynamic pyramid –
Figure 1 Maslow's
Pyramid for Motivation
It is through this motivational pyramid of Maslow that
there is a clear understanding about the growth of human needs through
psychological needs to meet the point of self-fulfilment can be achieved. On a
clear note Mittelman (1991) identifies that under organisational structure, it
is important for the management to know the basic needs of the employees, which
must get supported by the need for safety, followed by need for belongingness
and love, esteem needs must be handled for the achievement of self
actualization.
Following the theoretical approach of Equity theory
the HR of BA must make the employee feel the ground of fairness without any
instance of discriminatory working environment. It is the chief responsibility
of the BA HR to create right kind of working environment for the cabin crew
members, so that they can feel the implication of appropriate fairness to their
dedicated services. Offering additional rewards to the right candidate will
make the motivational process more effective. In the same way, the implementation
of Expectancy theory by the HR of BA too demands very specific kinds of
training sessions and working environment. It is the absolute duty of the HR to
make the cabin crew members understand their importance and that their
behaviour is one of the keys towards organisational success of British Airways.
By the application of Maslow’ Pyramid for motivation,
even British Airways can derive the level of basic needs of the cabin crew and
develop it to the level of self actualisation. It has been further affirmed
that the use of rewards like salary hike and offering incentives, act
miraculously in reaching the level of self actualisation under organisational
set up (Maslow, 1954).
As this research on a specific note aims in
understanding the process of gaining customer satisfaction, especially by
British Airways, in the context of motivated service quality by the cabin crew,
the design of the research lays focus over the mode of collecting data from
both primary and secondary sources under Qualitative research methodology.
After a wide ranged research, the selected research
methodology for this paper is the Inductive Qualitative Approach. This is an
approach, whereby the researcher is independent to collect necessary data by
means of diversified sources (Cresswell, 2007). Secondary research works and
primary opinions of the participants are made excessively implied to meet the
aims of the research. The selection of this approach is considered with the
objective of driving authentic and reliable data in the process of enhancing
service quality of the cabin crews through the professional motivational
training and facilities; especially in the way it has been initiated within
corporate structure of British Airways.
Most importantly, since the research is related to the
process of understanding human behaviour and the psychology of the customers’
and the cabin crew staff members in particular, the application of qualitative
approach stays absolutely apt to this research (Parasuraman, et al., 2004).
According to Saunders, et al., (2009) the entire way
of collecting data is about the mode of identifying research potentialities and
thereafter advancing the respective research aims. in following this
aspiration, this research through the qualitative research methodology aims in
collecting relevant data with the aim to enhance enough understanding about the
way British Airways if gaining higher modes of preferences from the customers,
particularly due to the well trained and motivated performances of the cabin
crew members. The collected data is subject to create the capability for
comprehending and thereby elaborately gaining in-depth realisation about the
reasons the customers prefer British Airways against its competitors. Further
the psychological changes in the professional domains of the cabin crew members
will be investigated to know the transformation within them in offering best
service quality for the development of the brand of the company that is British
Airways, as a whole.
The very foremost approach of collecting data will be
from the Secondary Sources, which will include Official declarations and News
published by British Airways and International Airlines Group (IAG). Further
various news from popular Newspapers, peer – reviewed Journal Articles,
Research Works, Books and reliably authentic internet sources will be
considered to understand the topic. Chief emphasis will be in understand some
of the basic concepts like, service quality in airline domain, motivational
approaches for the profession of cabin crew, role of HR in enhancing service
related performances of staff and above all the importance of gaining customer
satisfaction in any business, especially Airline Industry.
The collection of primary data will be initiated as
the secondary data seemed inadequate in offering some of the in-depth ideas and
psychological thoughts of the customers and the cabin crew members of British
Airways. The primary data will be based on some sessions of interviews with
regular customers of British Airways and randomly distributed questionnaires
among the cabin crew members of British Airways. The questions will remain
open-ended and will be based on the context of service quality that is offered
and expected to be offered during the flight.
The purpose of including questionnaire survey among
200 customers on a random basis and interviews of 15 crew members from British
Airways, aims in the process of collecting primary data that can support he
derivations of the secondary sources and further can authenticate the sense of
reliability of this research (Safwan, et al., 2012). There will be a
comparative analysis between the answers from the questionnaires and the impact
of motivational approaches of the Airline HR over the crew members in
developing service quality and maintaining the same on a long rum basis.
From the current derivations made by the Secondary
Sources, it has been noted that motivation must follo individualistic approach
and should get considered as an internal process that is liable to energise,
relevantly direct and established sustainable behaviour. For any HR management
department, it is important to take a note of the approaches of motivations as
noted by Equity theory, Expectancy theory and Hierarchy of Needs by Maslow, for
the employees in order to generate appropriate professional behaviour within
the organisational set up. As noted by the case study of BA by Nicolini and
Salini (2006) BA has already attained good reputation in terms of customer
service. However, the real challenge is in maintaining this hard earned
reputation. For this purpose, the role of HR remains very specific. In this
process there is the need to interconnect motivation as well as morale for the
attainment of job satisfaction among the cabin crew staff. It is through the
implantation of high morals among the cabin crew members that BA can have
dedicated services that will create long terms customer loyalty for this
Airline.
Tucker, et al. (2002) declared motivation as a process
that is much efficient in enabling internal demands of fulfilment among the
employees and thus must be generated from the time of recruitment. It is
necessary to note Tucker, et al. (2002) as they state that against all kinds of
positive aspects of motivating the employees for gaining customer satisfaction,
there are some barriers that should be handled well by the HR of the
organisation. These barriers are practice of resignation among the employees.
This act displays negative emotional as well as personal impact on the other
employees. The next challenge in initiating motivation is the follow up of
recruiting patterns, whereby an organization must select absolutely right kind
people as the same is sure to remain as a motivational tool for the success of
the company. Further persuasion of poor training module can react negatively
over the motivational purpose of the company and thus HR needs to remain
careful in organising professional training sessions for the employees. There
is also one more thing that can turn up as a barrier to the motivational
ventures of an organisation. It is the wrong attitude of the employee or a
staff member. Uncontrollable attitude towards anger is a strict ‘No’-‘No’ in
case of handling consumers. Thus BA should be very particular in its process of
recruitment of cabin crew to be particular, and should not take anyone who
cannot handle his or her anger.
These are the barriers that this research will attempt
to understand (Stone and Henry, 2003). Moreover, with the aim of offering best
motivational environment to the cabin crew, this research will initiate some
unique recommendations for BA towards the maintenance of the same, and handling
the barriers to get long term customer loyalty.
Conclusively, this research is a way to understand the
impacts of right kinds of motivational approaches that can support BA in
getting absolute professional services from its cabin crew. Notable support
from the primary and the secondary sources will be accumulated in order to get
reliable and authentic derivations. As a whole, the idea of this research is to
consider three very specific motivational theories - Equity theory, Expectancy
theory and Hierarchy of Needs by Maslow to meet the research objectives and
maintain service quality by the cabin crew of British Airways.
About Page BA (2014) History and heritage. British
Airways.
http://www.britishairways.com/en-gb/information/about-ba/history-and-heritage
[Retrieved on 6th Nov. 2014]
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