PRODUCT STANDARDS AND TRAINING OF CONTACT PERSONNEL OF THE AIRLINE

Mikhail A. Solntsev ()
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Mikhail A. Solntsev: Plekhanov Russian University of Economics

Annals of marketing-mba, 2020, vol. 1

Abstract: Taking into account the similarity of the services offered and technologies used, it becomes much more difficult for airlines companies to compete with each other and show their unique value proposition to the customer. The advantage is provided by implementing soft skills into service. The author will share, how to refine product standards, to support first line staff in combining execution of standard procedures at points of contact with a positive effect on the emotions and feelings of the passenger and thereby create an unforgettable experience. According to the expert, taking into account the complexity of using scripts in interaction with different clients, it is necessary to train first line staff providing more empowerment to them.

Keywords: service standards; hard and soft competencies; customer value; airline product; cross-cultural interaction; language of emotion (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2020
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