An analysis of the impact of various rewards systems on improved customer service A case study on British Airways

Harvard, 2500 Words

Table of Contents

1       Introduction

1.1       Rationale of this study

1.2       Research Aims

1.3       Research Objectives

1.4       Research Questions

2       Literature Review

2.1       Reward Systems

2.2       Ways of Reward System

2.3       Customer services provided by British Airways

2.4       Listening to customers by British Airways

2.5       Relationship between employee selection and service

2.6       British Airways extension of global network

2.7       Conceptual Framework

3       Research Methodology

3.1       Type of Investigation

3.2       Data Collection Method

3.3       Sampling Method

3.4       Ethical Issues

3.5       Anticipated Findings

4       Timetable

5       Conclusions

6       References



1        Introduction

Few businesses are as brutally competitive as airlines. British airways is one of the most competitive and successful airways which provides improved customer services. Many service companies ignore the fact that there also are plenty of customers in the lower end of the market who are willing to pay a little more for superior service. British Airways mainly focuses on customers comfort and they believe that satisfied customers will pay a little bit higher for improved services.  While the world airline industry has racked up billions of dollars in losses in the last five years, British Airways has remained solidly profitable and it became possible because of the unique services provided by BA, where other airways cut their cost by reducing customer services.


The CEO of British Airways, Marshal said that it is gaining a premium by “orchestrating service to fill customers’ value-driven needs.”  Revenue for the year 2013 was £11,421 million, up 5.5 per cent over the previous year. This included an increase in passenger revenue of £630 million or 6.6 per cent given strong improvements in both volumes and yields and passenger revenue was 6.6% better than the previous year. The increase in revenue is an indication of the customer satisfaction. Satisfied customers travelled more in British Airways which added directly to its revenue.