Dragonair Service Quality

Introduction

Dragonair is a Hong Kong-based international airline. It network covers 49 destinations across the Asia-Pacific region. (Dragonair, no date) The nature of Dragonair is to provide air transport service for the travelers. It ensures the flight safety and provides the excellence services to customers.

Dragonair provides customization service to satisfy the variability of customers’ needs. It also provides the low cost ticket sometime to solve the perishability problems. From the competitive, airline is not an easy entry industry. It needs high startup cost and professional technology. However, there are some low-cost airlines develop fast. That would be a threat for Dragonair.

As Dragonair is a regional airline company in Asia, there are a lot of competitors such as Bangkok Airways and SilkAir. According to ‘The World Top 100 Airlines’, in 2013, Dragonair was voted as twenty-three. However, it dropped to twenty-eight in 2014. (Skytrax, 2014) In the report, it will analyze Dragonair service operation and its quality. Also, it will find out the improvements that Dragonair could be better in services operation.

Service blueprint

In the following is the service blueprint of Dragonair. It shows all the procedure of the customers experience when they participate the Dragonair service. Besides, it shows the tangible and intangible parts of the service process which are provided from Dragonair.

According to Slack’s theory, there are three aspects of service design. They are concept, package and process. (Slack N. et al, 2007:115-116)

Applying on Dragonair, The concept of Dragonair is to satisfy the customers through the well-trained employees to provide excellent and caring service. It aims to ensure that the passengers’ experience is enjoyable and comfortable. The vision is to be the world’s best regional airline serving China and beyond. The missions are safety as the top priority, offer the exceptional service to the customers and build a loyal, productive and caring workplace to the employees. (Dragonair, no date)

The Dragonair package of the service is include the core service, which is the air transport service, also it provide flight attendants to assist the customers boarding and landing procedure and deliver the food, beverage, blanket and pillow etc. as the blueprint shown.  

As for the process, the blueprint shown that before the customers boarding on the plane, there are some mechanics to ensure the plane is safe, also before the meal delivery, the staff would prepare the food in the back stage.  

Dragonair designed all ingredients are according to customers oriented. Dragonair is attaches great importance to passengers. For instance, it provides seasonal menus and upgraded the in-flight entertainment system to satisfy customers’ wants.