Prioritizing of airline service recovery solutions by service problem deployment technique with a case study in IranAir

Abstract: Nowadays, the competitive world of businesses forces organizations to
seriously increase their customer satisfaction and loyalty and the leading
companies have conducted and experienced almost all of the related
strategies. Meanwhile, customer complaints management and service recovery
solutions provide new competitive advantages to the organizations and those
who use more effective solution to manage service failures is more expected
to win the competition.
In this thesis, a new methodology has been proposed to prioritize service
recovery solutions, based on service failures. For this purpose,
literature has been reviewed and classified, considering its contribution
to different parts of the methodology. Two comprehensive sets of service
failures and service recovery solutions have been developed, which in turn
has supported the House of Quality (HoQ) analysis. The proposed
methodology has been examined in IranAir as the major airline in Iran.
Data had been gathered from designed questionnaires a statistically was
analyzed. After computing the matrix in HoQ, The total values of the
service recovery solutions have been found and prioritized. Then they have
been compared with the priorities from managers' point of view and the
differences have been finally highlighted.
The outcomes imply that the new methodology has the capability to be
specialized for particular airlines, such as IranAir. The difference
between the results of the proposed methodology and the managers point of
view outlines the fact that the new methodology is much more effective than
the traditional approaches, in which the service recovery solutions are
prioritized based on managers' point of view. However, some recommendations
and suggestions has been presented, by which the applicability and
effectiveness of the proposed methodology is expected to increase.