Fly Dubai Airline Essay Example | Topics and Well Written Essays - 1750 words

Fly Dubai Airline - Essay Example Reference is made, as an example, to a specific company, the Fly Dubai airline. The above firm’s services are described and evaluated so that the concept of quality of services, as applied in modern firms, is fully understood. 1.2 Service firms, description and types The key objective of service firms is the provision of services of various types to the public. Different criteria have been used in the literature for describing service firms. According to Faulkner & Campbell (2006) service firms ‘are concerned with providing customers with an experience’ (Faulkner & Campbell 2006, p.504). Moreover, Jin (2005) notes that the service firms represent a high percentage, about 60%, of ‘the markets of developed countries’ (Jin 2005, p.37). ... The first category incorporates those firms providing services directly to the consumers, such as a hairdressing; the second category incorporates a high range of service firms, including firms offering legal, accounting or advertising services (Onkvisit & Shaw 2004, p.300). 2.0 Fly Dubai airline 2.1 Profile and business activities of the company Fly Dubai is a low cost airline based in Dubai (Fly Dubai 2012). The firm was established in 2008 (Fly Dubai 2012). The firm offers a wide range of destinations, including India, Kuwait, Syria, Egypt and Jordan (Fly Dubai 2012). Recently, the firm ordered 54 new aircrafts, which, along with the firm’s existing aircrafts, will help the firm’s fleet to significantly increased (Fly Dubai 2012). 2.2 Quality of service delivered by the company In Fly Dubai, the quality of services is among the organization’s objectives. Still, failures have not been avoided. According to a Customer Scoring published by SkyTrax in 2012, Fly Du bai is scored with 6.7 out of 10 in regard to the quality of its services (Figure 1, Appendix). Different reasons are used for justifying the above score: for example, one of the customers, the first in the list of customers participated in the relevant scoring, highlights the delay in departure as one of the firm’s major problems (Sky Trax 2012); himself, he faced a delay of 5hrs when decided to travel using Fly Dubai (Sky Trax 2012). Another customer, 5th in the list, notes that customer service in Fly Dubai is ‘non-existent’ (Sky Trax 2012). Again, the delay in departure, as resulted to the missing of the connection flight, is highlighted as the firm’s key problem (Sky Trax