Question 1Relate the three dimensions of justice theory to service recovery (or lack thereof) of Emirates in this case study.Question 2What lessons can any service marketer learn from this?

Question 3

What would Emirates have to do to recover this customer? Or do you think it is an impossible task?Question 4By Maddy Andrews, Rachael Loudoun, Priscilla Shu-Kiu Wong and Carrie ChoiEmiratesProblems

Insufficient staff trainingLack of communicationPoor online services

Staff training:

It is very important as staff training ensures “their commitment to and their understanding of the brand values” (McDonald, de Chernatony & Harris, 2001, p.343).

Value proposition:

“The specified package of benefits and solutions that the firm intends to offer and how it proposes to deliver them to target customers” (Lovelock, Patterson & Wirtz, 2011, p.7).

“Consumers’ perception of the bundle of benefits offered by a supplier to satisfy the consumers’ needs and/or wants.” (Stolk, P., 2014).

An effective value proposition needs to:

Be relevantto customer needsProvide compelling reasons to purchaseBe associated with a credible firm

to purchase fromContain a distinctive offeringcompared to competitors(Stolk, P. 2014)

“Your glossy advertisements and promises of a superior flying experience are quite removed from the reality of the product offering.”

Lovelock’s “Flower of Service” Ways to recover customers(Smith and Bolton, 2002; Smith and Bolton, 1998; Smith et al., 1999), (Sparks and McColl-Kennedy, 2001) 

Emirate's service recovery tactics Identifying and Correcting Service Quality Shortfalls:Parasurman, Zeithaml & Berry’s (1985) Gaps ModelIdentifying and Correcting Service Quality Shortfalls:Parasurman, Zeithaml & Berry’s (1985) Gaps ModelCompensationService Recovery ParadoxService recovery‘involves actions taken by the organisation to put things right for a customer following a service (core or supplementary) failure.’ (Lovelock, Patterson & Wirtz, 2011, P.415). Justice theoryThe three dimensions of justice theory are known as:

Procedural justiceInteractional justiceEmirates representatives did not reply regarding the unhappy service.Therefore, there was no explanation to the consumer and no effort at all from Emirates.Outcome justiceThere was no compensation for the consumer’s loss Gold card was an unconnected incident To show his anger and disappointment the consumer cut the gold card up and sent it back to them. Therefore... Emirates have failed to recover from their service letdown The complaint the consumer went out of their way to write was completely ignored. The letter writer also works within the travel industry, this can lead to work

colleagues and anyone associated to the consumer that made the complaint to also not trust Emirates due to the negative experience being told and spread throughout word of mouth.EmiratesThe airlines Hub City is based in DubaiThe airline is a subsidiary of The Emirates Group, which is wholly owned by the government of Dubai's Investment Corporation of Dubai.Founded in 1985Emirates has been awarded the ‘World’s Best Airline’ award, presented by Skytrax at the 2013 World Airline Awards.Emirates scooped up a further two awards including ‘Best Middle East Airline’ and for a record ninth year in a row, ‘World’s Best Inflight Entertainment’.

(Emirates Australia, 2014)“Comfort and attention to detail you can rely on whenever you travel” (Emirates, 2014).

"Whether it’s your first flight or simply your latest, we work to anticipate your every need" (Emirates, 2014)

The Emirates Experience Discussion Questions

"While customers are primarily interested in the final output, the manner or way in which they are treated during the process of service delivery also has a significant impact on their satisfaction and value perceptions" (Lovelock, Patterson & Wirtz, 2011, p.9).“Wherever your travels take you, you’ll find comfort, convenience, and exceptional service are part of the Emirates experience" (Emirates, 2014).Emirates HolidayArabian AdventuresCargo Partnersdnatadnata Contact CentreEmirates EngineeringEmirates Flight CateringEmirates High Street

(The Emirates Group, 2014) 

The consumer wrote the letter concerning his disappointment interesting in an explanation from EmiratesThe letter writer received no response Therefore, Emirates did not take responsibility for the bad service

Have you ever flown with Emirates, If so was it a good experienceWould you consider to fly with emirates after hearing the complaint?How would you resolve the issue with the customer?flying first class does not always live up to expectationsThe service provided was inconvenient.Service encounter failure.Core service failure.Competition.Response to service failure.Flying First Class does not always live up to expectationsCASE BACKGROUNDLetter of complaint from a bad customer experience"I heard that the airline had undergone a number of enhancements and was positioning itself as a serious competitor" says Mr. CSeveral service failure pointsNo service recovery paradoxWait for serviceService mistakes: downgrade from business class to economy.