Etihad Airways- Key Success Factors in Far East Countries
By Arshed Aydrose- University of WollongongEtihad’s Key Success Factors in Far East Countries
KEY SUCCESS FACTORS People Products and Services Route System Partnership and Alliance Revenue and Cost control
Etihad Airways People Award winning cabin crew Inflight Chef Training for communicative skills and crisis management Introduction of ‘iachieve’ – a performance based pay
Product and Services Vision- Best in class Customer Service and Reducing Cost. Inflight Developments: Economy Class on all far eastern destinations. Included Hot beverages, multiple course meal and hot desert. Japanese inflight service with traditional KAISEKI menu. Korean menu in all Seoul flights.
Product and Services Aircraft Developments: Inflight Entertainment system in all B777 and A340 aircrafts by end of 2010. Ground Product Offerings: Economy Class passengers have access to free wifi, printing, luggage storage, family lounges and prayer rooms at Etihad Terminal Abu dhabi.
Route Systems New and Increased frequencies From AUH to Beijing (five per week to daily flights) From AUH to Seoul (six per week to daily) From AUH to Bangkok ( 10 flights per week to double daily)
Partnerships and Alliances 28 codeshare agreement with leading airlines. Strategic alliance with Virgin Atlantic in Sep2010. Generated revenue up to 1billion AED in 2010 alone.
Revenue and Cost Control Express Dinner Service- Less weight, Less fuel. April 2010, New meal planning system (Automated Catering Process). High Altitude flying- Less pressure, Less fuel burnt.
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