presenting the three service qualities they most desire in an air carrier. The following chart illustrates the ten factors that drive overall airline satisfaction according to J. D. Power and Associates (Airline Customer 3):
The success of America West is significant because it shows the trend in the service industry toward adding value to services and also making satisfying customers a part of management and employee mentality. America West has initiated companywide strategies designed to improve customer service and reliability of operations. The company initiated a program called Pride in All We Do. This program included engaging employees in defining goals and the means needed to achieve them. The employees held sessions called WorkOuts in which they brainstormed and then proposed recommendations for how to improve service and operational quality. The company also invested in another trend for many service industries in the modern era—technology. Without the latest technological innovations, it is difficult to compete with other airline carriers who are equipped with the means of providing faster, more efficient services.
Understanding the importance of technology in meeting the expectations of modern consumers, the company purchased technologies to help improve flight scheduling, fare pricing, passenger processing, baggage handling and accounting practices. Speed, efficiency and productivity were also boosted by a state-of-the-art reservation system. The program has paid off handsomely for the airline, which has integrated customer satisfaction as an inherent part of daily operations and employee mentality. According to a survey conducted by J. D. Power and Associates for Frequent Flyer magazine, that includes more the responses of more than 56,000 frequent flyers:
The study revealed that in addition to being ranked number one, we improved in nine of the 10 categories which contributed to the overall satisfact...