International Service Marketing Essay Example | Topics and Well Written Essays - 2500 words

International Service Marketing - Essay Example The above flowchart shows a service profit chain that is encountered by each and every firm in the contemporary world. So, it can be claimed that higher profit generation can be experienced by firms only with the essence of superior quality of service. This is the era of consumerism and level of utility derived by the consumers from services of a company determines their loyalty towards the same in the long run. This essay tries to implicitly analyze the service quality of British Airways (BA). It is believed by scholars that a company’s service quality invariably undergoes four progressive transitional stages across its life cycle. These stages are Service Losers, Service Nonentities, Service Professionals and Service Leaders. The context of essay will estimate the most appropriate service quality stage, where the selected service of BA lies. In latter half of the essay, the selected service quality of BA will be precisely compared with that of other competitors in the market . Finally, recommendations will be also provided, whereby the company would be able to rectify certain existing limitations of the concerned service (Shaughnessy, 2013). The company of BA claims to have substantially improved the quality of its food and wine service. The company states that customers can experience better quality of food and drink on its flights in comparison to many popular food junctions on the ground. The food offerings are claimed to be prepared freshly on the flights itself. The on-board catering service of the company is distinguished in terms of the flight seat classes. The major dinning types offered by the company are economy dining, premium economy dining, business dining, first dining and special meals (British Airways, 2014). Under the menu of economy dinning, BA offers complementary snack or meal services to all flight boarders. Bar services are also provided by the company to all customers. The bar service of the airline serves assorted drinks to the