Airlines: Managing to Make Money / Edition 1

by Stephen Holloway

Overview

Drawing on recent developments in the services management, strategic management and brand management literatures, this stimulating and well-illustrated book presents critical new approaches to developing customer-centered airline strategies. Designed for a wide audience of aviation management students and professionals it acts as a linking text, using a services management approach to integrate strategy, marketing, human resources management and operations. Written in an accessible and practical style, it is the first book to draw together a broad range of knowledge from contemporary management fields to produce a framework specifically relevant to the airline industry. It is an unparalleled resource for students and airline managers alike.

Product Details

ISBN-13:	9781138381087
Publisher:	Taylor & Francis
Publication date:	08/23/2018
Pages:	456
Product dimensions:	6.12(w) x 9.19(h) x (d)

About the Author

Stephen Holloway is a Consultant to the air transport industry, specializing in both strategic and financial management.

Table of Contents

List of Figures viii

Foreword ix

Preface xi

Acknowledgements xiii

List of Abbreviations and Definitions xv

1 Strategic Service Management: What is Meant by 'Strategic'? 1

What is strategy? 1

The strategy-making process 5

The content of strategy 12

Summary 19

2 Competitive Advantage 23

Definition and sources of competitive advantage 23

The rest of the book 55

Summary 58

3 Competitive Scope and the Service Concept 61

Identification and segmentation of available markets 64

The competitive scope decision 76

The service concept 87

Summary 101

4 Designing the Service-Price Offer 109

The distinguishing characteristics of services 111

Service design: competitive strategy in action 119

The elements of service design 123

The service design and development process 127

Price 139

The service-price offer 143

Bridging the perceptions gap 145

Summary 148

5 Service Attributes 151

Passenger airline service attributes 152

Service processes 158

Service encounters 164

Servicescapes 178

Conclusion 184

6 Managing Communications 185

Brand identity and image revisited 185

Communication objectives 205

External communications: customers 210

External communications: other stakeholders 221

Internal communications 223

Development of an integrated communications programme 228

Conclusion 232

7 Managing Service Delivery 233

Processes 235

Resources, tasks, and activities 249

Organizational architecture 263

Conclusion 276

8 Managing Relationships 279

Stakeholder networks 279

Employee relationships 281

Customer relationships 299

Collaborative relationships 321

Conclusion 336

9 Managing Performance 337

Performance management systems 337

The micro-level: service failure and recovery 341

The macro-level: organizational performance as a whole 352

Conclusion 380

10 Change, Creativity, and Innovation 383

Change 383

Creativity 391

Innovation 392

Conclusion 401

References 403

Index 423

Editorial Reviews

’...the principle audience for this book is students on master-level aviation management programmes...it will no doubt serve this purpose admirably...a mine of insights into the complexities of competitive airline operations...enlivened by a profusion of many interesting and often amusing quotations to illustrate the messages.’ The Aerospace Professional ’...a good book and will bring sighs of relief to a lot of readers who have an interest in services management.’ Journal of Services Research 'It is indeed a thoroughly set-up book and will help you understand and visualise how you can manage an airline with customer put up front. At the same time this book will give you some hints and clues in what'should be the right direction of airline management with the customer at the centre of the enterprises' universe.' Aerlines Magazine (e-zine edition 23) 'A great information-packed book...' M2 Best Books (website)

From the Publisher