Quality Management: Cathay Pacific Airways Essay


Cathay Pacific Airways is an international air hose registered and based in Hong Kong. offering scheduled lading and rider services to over 80 finishs around the universe.

They are profoundly committed to Hong Kong. where the Company was founded in 1946. They continue to do significant investings to develop Hong Kong’s air power industry and heighten Hong Kong’s place as a regional transit hub. In add-on to their fleet of aircrafts. these investings include providing. aircraft care and land handling companies. every bit good as their corporate central office at Hong Kong International Airport ; Cathay Pacific and its subordinates and associate employ 25. 000 staff in Hong Kong. The airline’s two major stockholders are both Hong Kong companies listed on the Hong Kong Stock Exchange. as is Cathay Pacific itself.

Cathay Pacific is the major stockholder in AHK Air Hong Kong Limited. an all lading bearer that offers scheduled services in the Asia part. and is a stockholder in Hong Kong Dragon Airlines Limited.

They are besides a founding member of the one universe planetary confederation whose combined web serves over 570 finishs worldwide. Other members of one universe are Aer Lingus. American Airlines. British Airways. Finnair. Iberia. LanChile and Qantas.

Quality Management Defined

In a entire quality scene. Quality is every bit determined by the client and employees produce it. Thus quality of a service is the customer’s perceptual experience of the grade to which the service meets their outlooks

Six-sigma quality is a criterion and a doctrine of client satisfaction. The six-sigma doctrine requires an on-going audit mechanism that identifies chances for betterment and alterations in client outlooks.

Stress the importance of client satisfaction. Specify a quality ends and aims and interpret these into existent service and service bringing activities. There are some types of ends and aims need to see.

-To satisfy clients.

-To encourage uninterrupted betterment.

-To regard societal and environmental demands.

-To Foster a corporate committedness to quality.

-To improve the efficiency of service bringing.

-To clearly define client demands and outlooks.

-To expression for chances to better service quality.

Define service quality duties and give your forces the authorization to transport out these duties. Make certain that senior direction retains the duty for developing. measurement. scrutinizing. and bettering your service quality system.

Assorted interviews and client studies conducted throughout the twelvemonth. clients are invited to take part in the Cathay Pacific Voice of the Customer study. conducted multiple times per twelvemonth to find where clients are satisfied and where they can better. These study consequences are so used to develop programs to move on your suggestions. bettering the solutions and experiences client get from Cathay Pacific. They greatly increased client satisfaction with Cathay Pacific service.

Customer Expectation

In a entire quality puting. clients define quality and employees produce it. Customers were considered foreigners who used a company’s merchandises and providers were foreigners who provided the stuffs needed to supply the good service. Every organisation has both internal and external clients. An external client is the 1 spoken to in the traditional definition. An internal client is any employee whose work depends on that of employees whose work precedes theirs.

Cathay Pacific Airways have much different sort of clients and with any age. Cathay Pacific have sponsor immature people from Asia to go to a particular ecological class in South Africa. Over 190 pupils from around the universe have traveled here to analyze Chinese linguistic communication and civilization at the Chinese University of Hong Kong. In add-on. they sponsor the pupil exchange coders at the Chinese University of Hong Kong and the City University of Hong Kong severally. Besides they can be a bourgeois or people who is traveling merely for tourer. Each twelvemonth Cathay Pacific patron wheelchair jocks from Hong Kong to vie in the 10km wheelchair race in Vietnam.

The organization’s endurance depends on the client. Customers who are satisfied with the quality of their purchases from an organisation become dependable clients. So client satisfaction is indispensable. Supplying high quality service ensures client satisfaction.

Companies have to look to clients when they set criterions for mensurating quality. Products and services need to be improved with clip to run into the changing demand of the clients.

To clear up how clients perceive quality. there are summarizes the four foundations of sensed quality: Merchandise Quality. Service Quality. Brand Image and Personal Cost. Customers perceive quality on the undermentioned basic touchable rules:

1. Performance

2. Features

3. Dependability

4. Serviceability

5. Lastingness

6. Appearance

7. Customer service

Customers expect to hold a best service with lower monetary value. Therefore Cathay Pacific ever believes in Service Straight from the Heart. From their front-line staff to those behind the scenes. the dedication of every individual at Cathay Pacific remains the drive force behind our service. It’s about handling people as persons and handling them like your best friend.

They call it Service Straight from the Heart because it stems from within. Thus their staff led their personal lives in the same manner they embrace their professional 1 with ardor. unity and optimism

This positive life style may stem from an exercising regimen in the pursuit to remain fit and watchful and ever ready for the following large challenge and to present outlooks. It could go around around a uninterrupted thirst for cognition that leads to self-improvement and bettering the lives of others. Or else it may be a personal passion for going that offers unbelievable penetration on what makes an unforgettable travel experience.

Repute is something that can be good or bad for a Cathay Pacific by clients. It is built upon the competitory elements such as quality. dependability. bringing and monetary value. Once a Cathay Pacific acquires a bad repute for quality. it takes a really long clip to alter it. Reputations good or bad can rapidly go national reputes.

Customers tend to retrieve merely the bad quality they receive. For illustration: If 99 % of flights arrives is on clip. the client will merely retrieve the 1 % of flight arrives tardily.

Quality and client satisfaction may non be plenty to keep on to clients. Cathay Pacific must besides construct relationships with clients. Customer keeping is a more accurate contemplation of an organization’s success than quality or client satisfaction. Customer keeping is affected by factors that the company can command. like service betterments. and factors that are controlled by the market place. like pricing flexibleness. Strong relationships with clients can increase keeping by inquiring clients the right inquiries. truly listening to what they have to state. and supplying feedback to them on the consequences of action programs. Quality and client satisfaction are still really of import. but client keeping should be the organization’s ultimate trial of success.

Customer satisfaction is achieved by bring forthing high-quality services that meet or exceed outlooks. The key to set uping a client focal point is to set employees in touch with clients so that client demands are known and understood.

Scholtes’s six-step scheme for placing client demands is as follows: speculate about consequences. develop an information assemblage program. gather information. analyse the consequences. look into the cogency of decisions and take action.

Customer demands are non inactive. Therefore. changeless contact with clients is indispensable in a entire quality scene. Whenever possible. this contact should be in individual or by telephone. Written studies can utilize. but they will non bring forth the degree of feedback that personal contact can bring forth.

Measuring client satisfaction entirely is non plenty. Many clients who defect are satisfied. Cathay Pacific should mensurate client keeping. They should travel beyond fulfilling clients to making value for them in every provider client interaction.

Cost of Quality

Cost of quality as defined by Crosby “Quality Is Free” . Cost of quality is the sum of money a concern loses because its merchandise or service was non done right in the first topographic point. In early April. Cathay Pacific reduced their rider capacity in response to the autumn in rider traffic originating from the SARS eruption. They cancelled 45 % of their rider flights and parked 22 aircraft. The unity of their web was maintained. although services to Fukuoka and Sapporo were temporarily suspended. This is the concern loses by the suddenly SARS occur or a severely performed service. concerns lose money every twenty-four hours due to hapless quality.

Quality is the meeting of client outlook and realisation. It is indispensable that every organisation is cognizant of the cost of quality. which consciousness must. In Cathay Pacific. the lowest possible degree of defects. which can be achieved merely by an aggressive hunt for and riddance of the beginnings of mistake. is a requirement for an internationally competitory public presentation.

There have four major countries of the cost of quality: Prevention. Appraisal. Internal Failure. and External Failure. Prevention involves costs of any attempt to extinguish defects in service. When supplying service. an first-class service with strong planning can surely forestall the happening of mistakes and other jobs down the line.

Appraisal includes the cost of mensurating. measuring and scrutinizing services to guarantee conformity with demands. If a defect occurred on the assembly line. the defect was thrown out irrespective of the cost of stuffs and labour.

Internal failure refers to costs required to measure or rectify service non conforming to demands prior to supplying services. This could include rework. operations disciplinary actions. re-inspections. and labour losingss. In Cathay Pacific. this can include the demand for rescheduling different flights when they are mutualist and mistakes occur. e. g. . in the computing machine system. Reports have to be rewritten. Other internal failure occurs when mistakes in incorrect informations affect other sections within the Cathay Pacific.

External failure refers to the cost of failure after supplying services to clients. This includes ailments. liability. good will. and both lost gross revenues and clients. If clients are lost. this type of failure is most expensive. particularly sing that new clients are estimated to be five times every bit expensive to get as the cost to keep bing clients.

Quality Program

The ground of SARS originating in early April. Cathay Pacific reduced their rider capacity in response to the autumn in rider traffic. Cathay Pacific Airways have to implement preventative steps to guard against the spread of Severe Acute Respiratory Syndrome ( SARS ) at airdromes served. in proviso of in-flight service. and related to its land and in-flight forces.

In any concern. besides need to continuous betterment to maintain endurance in the universe. Quality Function Deployment ( QFD ) is an attack to continual betterment that brings clients into the design of services. It translates what the client wants into what Cathay Pacific provides. A QFD matrix takes form of a house. An illustration will demo in the following page.

QFD outputs the following benefits to Cathay Pacific that is interested in continual betterment: client focal point. clip efficiency. teamwork orientation and certification orientation.

QFD besides makes usage of several specialised tools including Affinity diagrams. which are used to advance originative thought. The interrelatedness diagraph is used to convey logic to the procedure of placing relationships among thoughts. The tree diagram identifies all undertakings that must be accomplished to work out a job. Matrix diagrams are used to place connexions among duties. undertakings and maps.

Cathay Pacific can utilize QFD to closely supervising the SARS state of affairs in accommodations to its flight agenda. harmonizing to rider demand. That’s why they can place the jobs of SARS and happen out the solution to extinguishing the job go on occur once more. Cathay Pacific can implement steps to guard against the spread of the SARS virus as follows:

Protective steps for all staff in all maps:

? Wear surgical mask and latex baseball mitts every clip that work is conducted on the aircraft upon flight reaching from an affected state as determined by the World Health Organization ( WHO ) .

? Check-in staff supplying rider service at airdromes in affected states must have on surgical masks at all times when supplying service proviso.

-After work has been completed. staff must cleanse their custodies exhaustively with clean H2O and disinfecting soap.

-Used surgical mask and latex baseball mitts must be disposed of in a specifically designated container. labeled consequently.

-Disinfecting spray must be used on all flights returning from states considered affected countries.

Measures related to in-flight service proviso:

-Disinfecting spray must be used on flights going from states considered affected countries.

-Cabin crew must detect riders for SARS symptoms related to the respiratory system. such as high febrility. coughing. sneezing. and supply surgical masks for riders to have on.

-Cabin crew must divide the rider suspected to hold SARS symptoms from other riders. or divide the rider in a designated country. and inform the International Communicable Disease Control Office under Cathay Pacific. before the flight lands.

Measures related to client service:

Check-in and get oning gate staff working at airdromes in Taiwan. Singapore. Vietnam. China? in Hong Kong. must detect riders for SARS symptoms. If riders are observed to hold high febrility. coughing. and trouble external respiration. they must supply a doctor’s missive saying they are fit to go. If the rider does non hold a doctor’s missive. the doctor on responsibility at the several airdrome must be contacted to analyze the rider with related symptoms. If there is any uncertainty to the nature of the passenger’s unwellness. the rider may be denied embarkation.

Troubles or Restriction

Customer information is the most of import for uninterrupted betterment. We have to roll up dependable information to place the cause of job. This is hard to guarantee all the information is dependable. Sometimes the information is harmonizing by the service-testing editor for magazine or newspaper gives the service a attempt and writes an article indicating out failings.

Customer information falls into two wide classs: feedback and input. Feedback is given after the fact. In Cathay Pacific. this means after a job has been occur. Feedback is valuable and should be collected. However. it comes excessively late in the procedure to assist guarantee that client demands are met.

Input is obtained before the fact. In Cathay Pacific. this means during the job go oning. Roll uping client input during service provides allows alterations to be made before the worst job occurs. Roll uping input is more valuable than roll uping feedback.


The eruption in mid March of untypical pneumonia or SARS had a annihilating impact on Cathay Pacific rider concern.

The interim public presentation of Cathay Pacific Catering Services ( H. K. ) Limited was severely affected by the eruption of SARS. The company implemented rigorous cost controls. All abroad flight kitchens were impacted by SARS and besides implemented cost control measures. SARS had small consequence on the airfreight concern and the company reported a satisfactory interim net income. Hong Kong Airport Services Limited reported an interim loss due to the big figure of flight cancellations.

After an air quality monitoring programmed. undertaken in aircraft cabins. showed that the air is of a good quality. A comprehensive programmed to screen and recycle paper stuffs such as newspapers and in-flight bill of fare cards has been implemented on all inward flights. The impact of SARS resulted in a conjunct attempt to cut down energy ingestion in Cathay City. Measures taken include temperature accommodations. reduced lighting and restricted handiness of lifts and escalators.

We can see the SARS had a small consequence to the Cathay Pacific. Hence they need to utilize QFD to continual betterment that brings clients into the design of services. It translates what the client wants into what Cathay Pacific provides.


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