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Case Title:

SpiceJet: Dedicated to Serve Customers with Excellence

Publication Month and Year : December 2009

Authors: Dr. Sunil Bharadwaj

Industry: General Business

Region: India

Case Code: OM0026

Teaching Note:  Available

Structured Assignment: Available


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Abstract:
SpiceJet, a Delhi-based profitable private domestic airline, extends its services to most of the cities in India. Having started its operations in mid 2005, it acquired second position among the privately-owned airlines with 12% market share. The main objective of the airline is delivering highest consumer value with lowest costs. Today, it became one of the preferred airliner for price sensitive consumers. It endeavours to provide affordable, comfortable and refreshingly efficient experience for all the travellers. The key features for success of the airline are – affordable and dynamic fare structure, power of technology, power of performance, power of safety and experienced management. However, the company is unable to maintain consistency in its services through out its operations across the country and is bugged with problems like flight delays, bahaviour of the staff, service levels, etc.

Pedagogical Objectives:

  • To understand the importance of service process selection and design
  • To identify the importance of dedicated service to the customers
  • To understand the applicability of service-system design matrix.

Keywords : Operations Management, Nature od Services, Operational Classification, Design Service Organization, Customer Service, Service-Sysytem Design Matrix, Low-Cost Airlines, Service Operations

Contents:

  • Introduction
  • A worthwhile service encounter
  • A worth mentioning service encounter
  • Suggested Questions for Discussion

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