Create a report that summarizes the current status of customer service in the airline industry. As a marketer for a major airline, your company is facing difficulty providing acceptable service to the passengers and needs to find a way to emphasize the positive features of your airline’s service.

Analysis Questions:
Using the five variables of service quality (Chapter 12) as your guideline, what steps would you take (within your control) to close the gap between the level of service passengers expect and the level they have been receiving?
How might you attract other customers? Would you give them a level of service that is different from other consumers who are flying with you?

Unless the instructor tells you that these limits are strict, it is normally acceptable to be 10% above or below this word limit (so, for example, a 1600-word assignment should be between 1440 and 1600 words). If the assignment uses the words “up to” (as in “up to 1600 words”) that means you met the assignment requirement.


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