Cathay Pacific Case Study

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1. Introduction (4 Reference) The Cathay Pacific Airways is a local company in Hong Kong. Our company are getting different rewards, like the “Winner of the AirlineRatings.com Best Business Class award for 2014” and safety 2015. 2. Customer Relationship Management When service issues arise, we will collaborate with team members to find fast solutions that keep our customers happy and ensure that we remain their airline of choice. As well as, we need to more care about our loyal customers and meet their needs. It can keep the relationship with our loyal customers. - Concepts: The Wheel of Loyalty - Reward Based Bonds 3. Service Communication Cathay Pacific is the largest and most reputable names in the aviation industry – as well as in Asia The Cathay Pacific Airways’ “The Spirit of Hong Kong” campaign was held in 2013. This activity was attracting more than 5000 people to apply their idea to us and their ideas also can explain the spirit of Hong Kong and what the city means to the contestants. In addition, the Cathay Pacific Spirit of Hong Kong Community Flight was held in 2014. This event invites more than 160 residents from 69 less-advantaged single-parent families into the skies over the city and they are never having the opportunity to fly together with their families before. So, these two events are the opportunity to build up the social responsibility image of our company to the public and increase the value of the company to the Such as “Hong Kong ruby seven”, “Hong Kong Chinese New Year Parade” and “The Wine and Dine Festival in Hong Kong”. We sponsor this event in every year. Because it can build up the brand image to the public and improve the awareness of the company in the customer’s mind. E. Service Delivery Channels The service outlets of our company is using 4. Performance Measurement The purpose of performance measurement are communication, motivation, control and improvement. The performance drivers should include this few parts, personnel development, employee attitudes, public responsibility, balance between short-range objective and long-term goals and product leadership. And these parts should affect the customers’ satisfaction of our company. - Customers Satisfaction, Concept: Expectancy Disconfirmation Model - Benefits CS - Measuring CS - Understanding

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