Abstract
This paper highlights applied customer services concerns to be analysed by the services organisations for reaching higher operational efficiency. A case is presented to address some of these critical concerns in airline companies with the aim of illustrating critical areas of opportunity for improving customer service. The case presents an emergency occurring during a flight of a worldwide–known airline company and how service responsiveness failed to match customer expectations. The case calls for selecting a different approach to service responsiveness according to varying degree of circumstances, such as adequate innovative active practices vs. passive managerial tactics. In addition to addressing customer service in relation to the dynamics of the situation, the case poses challenges to overall service quality improvement amidst a high competitive industry.
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