Essay Aviation Operations level 3

Kenocia Fernandes 244890
Unit 7 P5 and D1
Rita Rosemont- Hachani

CUSTOMER SERVICE IN THE AVIATION INDUSTRY

P5 Review different customer service models appropriate for
use in the aviation industry.

D1 Evaluate how customer service models and strategies
contribute to the delivery of effective customer service.

P5 Review different customer service models appropriate
for use in the aviation industry.

There are many different customer service models executed in the
aviation industry like the RATER and RESPECT models. The RATER
model is a convenient method to measure customer expectations. It
focuses on the difference between customer experiences and customer
expectations. The RATER consists of five factors which means
Reliability, Assurance, Tangibles, Empathy and Responsiveness.
Another model is the RESPECT model which is an action-oriented set of
communication and relational behaviours designed to build trust
across differences of race/ethnicity and culture.

The RATER model:

 Reliability

Reliability relates to the way in which the customer can rely on a
company. Customers attract the company and like to do repeat
business with those companies who can be reliable to them in terms of
consistency, accuracy, punctual. For example: If it turns out that a
provider is not able to deliver Internet services without issues, the
organisation’s reliability will decline.

 Assurance

Customers often tend to expect a higher service than they have asked
for and for their assurance, the company needs to make sure that they
trust their employees to handle any kind of situation faced by the
customers and be able to assure the customers that they will be taking

, Kenocia Fernandes 244890
Unit 7 P5 and D1
Rita Rosemont- Hachani

some sort of action against or in favour for the customer and
employee’s rapport to help them in their situation.

 Tangibles

The company which implements the RATAR model provide proper
training to their employees to be appealing/ approaching to the
customers in the physical aspects of service.

 Empathy

Empathy plays a vital role as a customer builds some sort of
expectation in their minds and may expect them from the company/
airline while travelling. The employees are the faces of the company
who needs to make sure that their customers are treated well, and
they are happy for their profits in later purposes (repeat business).
Empathising builds a rapport more quickly and the employee can be
able to bear the customer’s needs easily. For example, If a customer
has a complaint about a considerable delay at an airline, he wants to
feel heard by the employee. If there is not even a shred of empathy in
the employee’s response, the customer will be disappointed and
decide never to fly the airline in question again.

 Responsiveness

All of the above, I personally would say “responsiveness” is the main
key point to run a business, it completely depends on the company
how to respond to a customer or take an action which can show that to
what extent the company is willing to help the customers. Quality
service is vital. For example: If a commercial training institute does not
pay enough attention to a customer who requested more information
about a specific study programme, chances are the customer will look
for a different school. After all, the customer wants to start the
programme within a month. If it takes a month just to get a response,
he is likely to have found another study programme.

The RESPECT model: