1. This course is prepared under the Erasmus+ KA-210-YOU Project titled
«Skilling Youth for the Next Generation Air Transport Management»
Contemporary Managerial
Tools in Aviation
Service Operations Management in Aviation
Assoc. Prof. Dr. Savaş. S. Ateş
Dr. Şahap Akan
2. Service operations management, often referred to as service management, is a set of
practices and processes used by organizations to design, deliver, manage, and improve
services efficiently and effectively. It is a crucial component of service-oriented industries
such as healthcare, hospitality, IT, retail, and more.
The primary goal of service operation management is to ensure that services meet
customer expectations and deliver value to both the organization and its customers.
Service Operations Management in Aviation 2
Service operations management
3. • Service Design: This involves defining and designing the services to meet customer needs
and align with the organization's goals. It includes identifying service requirements, creating
service blueprints, and considering factors like scalability, reliability, and cost-effectiveness.
• Service Delivery: This phase focuses on executing the service according to the established
design and service level agreements (SLAs). It includes managing resources, scheduling, and
ensuring that services are delivered efficiently and in a timely manner.
• Service Quality Assurance: Maintaining service quality is critical to customer satisfaction.
Service operation management includes processes for monitoring and assessing service
quality, identifying and addressing issues, and continuously improving service delivery.
• Incident Management: When service disruptions or incidents occur, organizations need to
respond quickly and effectively to minimize the impact on customers. Incident management
processes are designed to identify, prioritize, and resolve incidents efficiently.
Service Operations Management in Aviation 3
Key components of service operations
management
4. • Problem Management: This involves identifying and addressing the root causes of
recurring incidents to prevent them from happening again in the future. Problem
management helps improve the overall stability and reliability of services.
• Change Management: Managing changes to services, such as updates, upgrades, or
new service introductions, is essential to minimize disruptions and ensure that changes
are well-planned and tested before implementation.
• Capacity Management: Ensuring that the organization has the necessary resources
(e.g., staff, equipment, and infrastructure) to deliver services as per demand and SLAs
(Service Level Agreement) is a key part of service operation management.
• Service Continuity and Disaster Recovery: Planning for contingencies and disasters is
crucial to maintain business continuity. Service operation management includes
developing and testing disaster recovery plans to minimize downtime in case of
disruptions.
Service Operations Management in Aviation 4
Key components of service operations
management
5. • Service Metrics and Reporting: Monitoring and measuring key performance indicators
(KPIs) to assess the performance of services and make data-driven decisions for
improvement.
• Customer Relationship Management: Building and maintaining strong customer
relationships are vital for the success of service-based businesses. Service operation
management often includes strategies for enhancing customer satisfaction and loyalty.
• Automation and Technology: Utilizing technology and automation tools can help
streamline service operations, reduce human error, and enhance efficiency.
Service Operations Management in Aviation 5
Key components of service operations
management
6. Service operations management is critically important in the aviation industry for
several reasons:
Service Operations Management in Aviation 6
Service operations management in
aviation
Safety Efficiency
Customer
Experience
Regulatory
Compliance
Asset
Management
Crisis
Management
Global
Operations
Profitability
7. • Safety: Ensuring the safety of passengers and crew is paramount. Service operations
management plays a vital role in maintaining safety protocols, including maintenance
schedules, quality control, and emergency response plans.
• Efficiency: In aviation, efficiency directly impacts profitability. Service operations
management helps optimize flight schedules, ground operations, and resource allocation
to maximize efficiency and minimize costs.
• Customer Experience: Passengers' satisfaction and loyalty are crucial. Service
operations management focuses on delivering a seamless and pleasant travel
experience, from check-in to baggage handling and in-flight services.
• Regulatory Compliance: The aviation industry is highly regulated. Service operations
management helps airlines and airports adhere to strict regulations, ensuring compliance
with safety, security, and environmental standards.
Service Operations Management in Aviation 7
Service operations management in
aviation
8. • Asset Management: Airlines operate complex fleets of aircraft and ground equipment.
Service operations management ensures these assets are well-maintained, reducing
downtime and enhancing reliability.
• Crisis Management: Aviation faces various challenges, including weather disruptions
and emergencies. Effective service operations management includes contingency
planning and crisis response to maintain passenger safety and minimize disruptions.
• Global Operations: Airlines operate worldwide, making coordination and communication
critical. Service operations management ensures smooth international operations,
including customs, immigration, and international safety standards compliance.
• Profitability: The aviation industry is highly competitive, with narrow profit margins.
Service operations management helps identify cost-saving opportunities and revenue-
enhancing strategies.
Service Operations Management in Aviation 8
Service operations management in
aviation
9. Service design is the process of creating and shaping a service to be customer-centric,
valuable, and easy to use. It involves designing the overall service experience, including its
features, processes, and interactions.
Service delivery is the process of executing and providing the service to customers in
accordance with the design and any service level agreements (SLAs) or standards that have
been established.
Service design and delivery are two interconnected aspects of service operations
management that focus on creating and providing services that meet customer needs and
expectations efficiently and effectively. These processes are essential for service-oriented
industries and are designed to ensure that services are not only well-designed but also
successfully delivered to customers.
Service Operations Management in Aviation 9
Service design and service delivery
10. Service Level Agreements (SLAs) are critical components of service operations
management. They are formal, documented agreements or contracts between a service
provider and a customer that outline the specific levels of service that the customer can
expect to receive. They specify the quality, availability, and responsiveness of a service.
SLAs are used to establish clear expectations, define performance metrics, and ensure
accountability in service delivery.
Service Operations Management in Aviation 10
Service Level Agreements (SLAs)
11. Service design in the aviation industry is of paramount significance due to its direct impact
on passenger experience, safety, operational efficiency, and overall competitiveness.
• Service design shapes passengers' initial impressions of an airline or airport. A customer-
centric experience during check-in, security, and boarding can set a positive tone for the
entire journey.
• Service design is key in creating comfortable seating, in-flight entertainment, cabin
layouts, and amenities.
• Service design impacts the quality and variety of in-flight services, such as meals,
beverages, and onboard entertainment.
• Service design integrates safety protocols seamlessly into passenger interactions,
ensuring clear and understandable emergency procedures and safety instructions.
Service Operations Management in Aviation 11
Service design in aviation
12. • Service design streamlines baggage handling, boarding, and aircraft turnaround to
enhance operational efficiency, reducing delays and improving punctuality.
• Effective service design allocates resources, including staffing, equipment, and
infrastructure, to meet demand and optimize resource utilization.
• Well-designed services optimize costs by reducing waste and inefficiencies, which is
crucial in an industry with thin profit margins.
• Effective service design ensures appropriate resource allocation, preventing overstaffing
or underutilization of assets.
• Service design ensures compliance with aviation regulations and safety standards,
preventing legal issues and fines.
• Service design incorporates sustainable practices, such as waste reduction, emission
minimization, and the use of eco-friendly materials, aligning with the industry's focus on
environmental responsibility.
Service Operations Management in Aviation 12
Service design in aviation
13. Service design in aviation is influenced by a range of factors that impact various
aspects of the passenger experience.
Service Operations Management in Aviation 13
Factors influencing service design in aviation
Passenger
Demographics
Regulations and
Safety
Aircraft Type
Competitive
Landscape
Technology
Cost
Considerations
Customer
Expectations
Space
Constraints
Efficiency and
Turnaround
Time
Environmental
Concerns
Cultural
Considerations
Economic
Factors
Customer
Feedback
Health and
Safety (e.g.,
Pandemics)
Technological
Advancements
in Aircraft
Design
14. • Airlines may tailor services to meet the specific needs and preferences of different passenger groups.
• Strict aviation regulations and safety standards play a significant role in service design. Aircraft layout,
cabin configurations, and in-flight procedures must adhere to these regulations to ensure passenger
safety.
• The type of aircraft used on a route affects cabin layout and amenities. Smaller regional aircraft have
different layouts and services compared to larger long-haul planes.
• Airlines often differentiate themselves through service design to gain a competitive edge. They may offer
unique in-flight services, seating configurations, or amenities to attract passengers.
• Advancements in technology (e.g., in-flight entertainment systems, Wi-Fi connectivity, and electronic
boarding passes) impact service design.
• Cost-effectiveness is a significant factor. Airlines and airports must balance service quality with
operational costs to remain competitive and financially viable.
• Passenger expectations evolve over time. Airlines and airports must stay attuned to changing customer
preferences and incorporate them into service design to enhance satisfaction.
Service Operations Management in Aviation 14
Factors influencing service design in
aviation
15. • Aircraft cabin space is limited, and airlines must optimize layouts to accommodate seating, galleys,
lavatories, and storage while maintaining passenger comfort.
• Efficiency in check-in procedures and aircraft turnaround times is crucial to minimize delays and optimize
aircraft utilization.
• Airlines are increasingly considering environmental sustainability in service design. This includes efforts
to reduce fuel consumption, minimize waste, and adopt eco-friendly materials and practices.
• Airlines operating internationally must consider cultural differences in service design (e.g., meal options).
• Economic conditions, such as fuel prices and economic downturns, can influence service design
decisions, including route choices, pricing strategies, and in-flight services.
• Airlines and airports often gather customer feedback to continuously improve service design.
• Public health crises, like the COVID-19 pandemic, have led to changes in service design to ensure
passenger health and safety.
• Advances in aircraft design, such as the development of quieter, more fuel-efficient aircraft, can influence
cabin layout and in-flight services to improve passenger comfort and reduce environmental impact.
Service Operations Management in Aviation 15
Factors influencing service design in
aviation
16. Service quality refers to the degree to which a service meets or exceeds customer
expectations and fulfills their needs in terms of reliability, responsiveness, assurance,
empathy, and tangibles.
Service quality is crucial in service design because it ensures that the designed services not
only meet customer expectations but also contribute to customer satisfaction, loyalty, and
the overall success of the organization.
Service Operations Management in Aviation 16
Service quality in aviation
17. Service quality is essential for businesses to gain sustainable advantage in an intensely
competitive environment. For this reason, it is seen that different measurement models for
service quality have been proposed in the literature.
Christian Grönroos, a Finnish service marketing scholar, developed a model that
emphasizes the process and interaction elements of service quality. He argues that service
quality is experienced during the service encounter. According to the this model, there are
two different elements in service quality.
• Technical Quality: This dimension focuses on the actual outcome of the service, such as
the accuracy of information provided or the effectiveness of problem resolution.
• Functional Quality: Functional quality relates to the process of service delivery, including
factors like responsiveness, empathy, and communication. It concerns how the service is
delivered.
Service Operations Management in Aviation 17
Service quality in aviation
18. • Interaction between technical quality and functional quality: Grönroos' model
suggests that technical quality and functional quality interact to create the overall
perception of service quality. Customers assess both dimensions during their
interaction with service providers.
• Customer as a co-producer: Grönroos also emphasizes the role of the customer as
a co-producer of service quality. In other words, the customer's actions, expectations,
and contributions during the service encounter affect the perceived quality of the
service.
Service Operations Management in Aviation 18
Service quality in aviation
19. Tangibles Reliability Responsiveness Assurance Empathy
The SERVQUAL model, developed by A. Parasuraman, Valarie Zeithaml, and Leonard
Berry in the late 1980s, is a widely used framework for assessing and measuring
service quality. SERVQUAL stands for "Service Quality," and it focuses on
understanding and improving the quality of services from the perspective of customers.
The model is based on the premise that customers' perceptions of service quality are
influenced by the gap between their expectations and their actual experiences with a
service.
Service Operations Management in Aviation 19
Service quality in aviation
20. Key dimensions of the SERVQUAL model:
Tangibles: Tangibles represent the physical aspects of the service environment,
including facilities, equipment, and appearance. They influence a customer's first
impression of the service.
Reliability: Reliability pertains to the service provider's ability to consistently deliver
accurate, dependable, and promised services.
Responsiveness: Responsiveness measures the service provider's willingness and
ability to assist customers promptly and address their needs.
Assurance: Assurance relates to the service provider's competence, courtesy,
credibility, and ability to instill confidence in customers.
Empathy: Empathy reflects the provider's ability to understand, care for, and provide
personalized attention to customers.
Service Operations Management in Aviation 20
Service quality in aviation
21. • Safety and Security: Service quality ensures consistent adherence to safety protocols,
minimizing risks to passengers and crew.
• Passenger Experience: High service quality enhances air travel comfort and enjoyment.
• Customer Loyalty: Satisfied passengers are more likely to choose the same airline or
airport again.
• Reputation Impact: Service quality directly influences an organization's competitiveness
and brand image.
• Operational Efficiency: Efficient service delivery reduces delays, optimizes resources, and
enhances operational performance.
• Regulatory Compliance: Service quality ensures compliance with aviation regulations,
preventing legal issues.
• Environmental Responsibility: It can reduce fuel consumption and emissions, aligning with
sustainability goals.
Service Operations Management in Aviation 21
Importance of Service Quality in Aviation
22. Customer satisfaction is a measure of how well a product or service meets or exceeds a
customer's expectations and needs. It reflects the extent to which a customer is content,
pleased, or fulfilled with their experience, purchase, or interaction with a business or
organization.
Customer satisfaction is often assessed through surveys, feedback, and customer
reviews to gauge the level of contentment and loyalty among customers. High levels of
customer satisfaction are typically indicative of a positive and successful customer
experience, which can lead to increased customer loyalty and repeat business.
Service Operations Management in Aviation 22
Customer satisfaction in aviation
23. Customer Loyalty: Satisfied customers are more loyal and likely to choose the same
airline or airport again.
Word-of-Mouth: Satisfied customers recommend the airline or airport to others, attracting
new customers and enhancing reputation.
Brand Image: Customer satisfaction directly shapes the brand image and reputation.
Competitive Advantage: Prioritizing satisfaction gives a competitive edge and reduces the
risk of customers switching to rivals.
Operational Efficiency: Satisfied customers lead to smoother operations and fewer
disruptions.
Safety Compliance: Customer satisfaction ensures consistent safety and security protocol
adherence.
Financial Sustainability: Satisfied customers contribute to the financial sustainability of
airlines and airports through repeat business.
Service Operations Management in Aviation 23
Importance of customer satisfaction in aviation
24. Service failures refer to situations where a service provided by a business or organization
does not meet the expected or promised standards, resulting in a negative experience for
the customer. Service failures can occur at any stage of the service delivery process and
may involve various aspects of the service, such as quality, timeliness, accuracy, or
customer interactions. These failures can range from minor inconveniences to significant
disruptions in the customer's experience.
Common examples of service failures include delayed flights, incorrect orders at a
restaurant, a malfunctioning product, rude customer service interactions, and billing errors.
Service failures can lead to customer dissatisfaction, frustration, and, in some cases, the
loss of business.
Service Operations Management in Aviation 24
Service failure and service recovery
25. Service recovery is the process by which a business or organization acknowledges a
service failure and takes proactive steps to resolve the issue and restore customer
satisfaction. Service recovery is a critical component of effective customer service and can
help mitigate the negative impact of service failures on the customer relationship.
Key elements of service recovery often include:
• Apology: Acknowledging the failure and expressing a sincere apology to the customer for any
inconvenience or disappointment caused.
• Resolution: Taking immediate actions to address and resolve the issue to the customer's
satisfaction. This may involve rectifying the error, offering compensation, or providing an alternative
solution.
• Communication: Clear and transparent communication with the customer, explaining the steps
being taken to resolve the problem and prevent it from recurring.
• Empathy: Demonstrating empathy and understanding towards the customer's feelings and
concerns.
• Follow-Up: Ensuring that the issue is fully resolved and following up with the customer to verify their
satisfaction and address any remaining issues.
Service Operations Management in Aviation 25
Service failure and service recovery
26. Service Operations Management in Aviation 26
Managing service failures and service
recovery in aviation
Managing service failures and executing effective service recovery in aviation is crucial for
maintaining passenger satisfaction, loyalty, and the reputation of airlines and airports.
Here are steps and strategies to manage service failures and service recovery in aviation:
• Real-time Communication: Use various channels (e.g., digital displays, apps, email,
texts) for prompt updates to affected passengers during service failures.
• Clear Explanations: Provide transparent explanations for disruptions, helping
passengers understand the reasons behind the service failure.
• Staff Training: Ensure well-trained customer service and ground staff can empathize
with passengers and offer solutions.
• Empower Frontline Staff: Empower them to make quick, on-the-spot decisions and
provide appropriate compensation or solutions, streamlining the recovery process.
27. Service Operations Management in Aviation 27
Managing service failures and service
recovery in aviation
• Swift Resolution: Act quickly to resolve the issue, minimizing passenger
inconvenience. This may involve rebooking, providing accommodations, or locating lost
baggage.
• Appropriate Compensation: Offer compensation (e.g., meal vouchers, hotels, travel
vouchers) commensurate with the inconvenience caused.
• Customer-Centric Approach: Demonstrate empathy, value passenger business, and
commit to a smooth experience.
• 24/7 Support: Ensure round-the-clock customer service availability, especially during
overnight delays or cancellations.
• Gather Feedback: Collect feedback from affected passengers after recovery to
understand their experiences and identify improvement areas.
• Root Cause Analysis: Analyze service failures thoroughly to identify root causes and
implement process improvements for the future.
28. Service Operations Management in Aviation 28
Managing service failures and service
recovery in aviation
• Utilize Technology: Use technology for real-time updates, self-service rebooking
options, and travel disruption management via mobile apps.
• Share Information: Disseminate relevant information through multiple channels like
airport screens, websites, and mobile apps.
• Standardize Processes: Ensure standardized, consistent service recovery processes
across all touchpoints and locations for a uniform service quality.
• Establish Accountability: Assign specific individuals or teams responsibility for
service recovery, monitoring and evaluating their performance to ensure customer
satisfaction.
