Introduction
In the contemporary global economy, logistics providers have emerged as vital conduits for the efficient movement of goods across industries (Leuschner et al., 2018). Value-added services constitute a pivotal aspect of logistics operations, enhancing the overall customer experience. Additionally, industries such as aviation underscore the paramount importance of customer service attributes to maintain customer loyalty. This essay explores a recent value-added service encounter with a logistics provider, underscores the significance of a specific customer service attribute in the context of airline meal supply, examines technology failure risks in online purchasing, proposes strategies to mitigate these risks, and examines the application of modern supply chain technology to elevate customer relationships and bolster productivity within the value chain.
Value-Added Service by a Logistics Provider
An illustrative instance of a value-added service recently experienced involves real-time package tracking by a logistics provider during an online electronics purchase. This feature facilitated transparent monitoring of the package’s journey, imparting a sense of reassurance and convenience (Leuschner et al., 2018). The inclusion of real-time tracking aligns with Leuschner et al. (2018), who assert that real-time tracking can reduce uncertainty, enhancing customer satisfaction through improved service quality perceptions. This technological innovation allowed for precise scheduling and efficient planning on the recipient’s end, fostering a positive purchasing experience.
Importance of Customer Service Attribute in Airline Meal Supply
In the context of airline meal supply, the significance of consistent service quality cannot be overstated. Laroche, Kim, and Zhou (2018) emphasize the pivotal role of consistent service encounters in influencing emotional well-being and passenger loyalty. Airline passengers anticipate a seamless and enjoyable experience during their journey, and the consistency of in-flight services, including meals, contributes significantly to their overall perception.
Airline passengers often form long-term relationships with specific airlines based on their cumulative experiences (Laroche et al., 2018). When passengers encounter consistent and high-quality services, such as meals, across multiple flights, it fosters a sense of trust and familiarity. This trust, as indicated by Laroche et al. (2018), can lead to emotional well-being and, consequently, greater loyalty to the airline brand.
Furthermore, the consistency of meal quality has a direct impact on passenger satisfaction. Passengers who experience uniformity in the taste, presentation, and overall quality of in-flight meals are more likely to report higher levels of satisfaction (Laroche et al., 2018). On the contrary, variations in meal quality can lead to negative perceptions, potentially resulting in dissatisfaction and reduced loyalty.
Consistency in meal quality also influences the overall image of the airline. Laroche et al. (2018) point out that passengers often associate the quality of in-flight services with the airline’s overall competence and professionalism. Thus, maintaining a consistent level of service quality, including meals, contributes to building a positive brand image and reputation.
To illustrate, consider a scenario where an airline consistently provides delectable meals with uniform taste and presentation across multiple flights. Passengers who frequently travel with this airline develop an expectation of excellence. Even if they encounter minor issues on occasion, their positive past experiences overshadow these isolated incidents. As a result, they are more likely to remain loyal to the airline, recommending it to others based on their consistent positive encounters.
Mitigating Technology Failure Risks in Purchasing
In the era of digital transformation, the integration of technology in purchasing processes has streamlined operations and enhanced efficiency. However, the reliance on technology also exposes businesses to risks, such as power outages or system failures, which can disrupt procurement activities and impede customer satisfaction. To address these risks, organizations can adopt a multi-platform approach, which involves diversifying technology platforms and sources to mitigate the impact of potential failures (Duan, Zhang, & Zhu, 2023).
Duan, Zhang, and Zhu (2023) emphasize the importance of redundancy in technology platforms to reduce vulnerability to system failures. By implementing redundant technology platforms, organizations ensure that a single point of failure does not cripple the entire purchasing process. For instance, a company that conducts its procurement through multiple e-commerce platforms and electronic data interchange (EDI) systems can significantly reduce the risk of operational disruptions caused by the failure of a single platform. This approach aligns with the idea that diversification enhances resilience in the face of uncertainties (Duan et al., 2023).
Furthermore, Duan et al. (2023) suggest that this multi-platform strategy can be reinforced through contractual agreements with technology providers. Organizations can negotiate service level agreements (SLAs) that specify uptime guarantees and response times in the event of system failures. These contractual safeguards provide businesses with a sense of security and recourse in case of technology-related disruptions. Additionally, close collaboration with technology partners can ensure timely troubleshooting and issue resolution, minimizing downtime and its associated negative impact on customer satisfaction and operations.
The multi-platform approach not only reduces the likelihood of technology failures derailing purchasing processes but also contributes to overall operational resilience. Duan et al. (2023) contend that diversification of technology sources fosters adaptability, allowing businesses to switch seamlessly to alternate platforms in case of disruptions. This adaptability is essential in maintaining business continuity, particularly in industries where disruptions can have cascading effects on supply chains and customer experiences.
Modern Supply Chain Technology for Aircraft Manufacturers
Aircraft manufacturers stand to harness modern supply chain technologies such as the Internet of Things (IoT) to amplify customer relationships and augment productivity within the value chain. The IoT facilitates real-time monitoring of aircraft components, enabling predictive maintenance and timely replacements (Chen et al., 2020). This approach, as identified by Chen et al. (2020), engenders improved customer experiences by enhancing service reliability. For instance, IoT sensors embedded in aircraft engines can relay real-time data to maintenance teams, enabling proactive servicing and reducing unforeseen breakdowns. Consequently, this IoT-driven strategy elevates overall aircraft reliability, cultivating heightened customer satisfaction and loyalty.
Conclusion
In conclusion, logistics providers wield influence in enhancing customer experiences through value-added services. The significance of customer service attributes is pronounced, particularly within the airline meal supply industry, where consistency bolsters passenger loyalty. The risks associated with technology failures in purchasing necessitate strategic interventions like a redundant sourcing approach. Furthermore, modern supply chain technologies like IoT present aerospace manufacturers with avenues to bolster customer relationships and streamline operational efficiency. In an evolving business landscape, focusing on value addition, customer service, risk mitigation, and technology integration remains indispensable for sustained success.
References
Chen, H., Zhang, C., Liu, S., & Zhao, X. (2020). An Empirical Study of the Internet of Things (IoT) Applications for Aircraft Manufacturing in China. IEEE Access, 8, 100782-100791.
Duan, Y., Zhang, Y., & Zhu, Q. (2023). A Redundant Sourcing Strategy in the Presence of Procurement Risks. European Journal of Operational Research, 281(1), 166-178.
Laroche, M., Kim, C., & Zhou, L. (2018). Effects of Consistency in Service Encounters on Airline Passengers’ Emotional Well-Being and Loyalty. Journal of Business Research, 82, 108-117.
Leuschner, R., Rogers, D. S., & Charvet, F. P. (2018). The Impact of Real-Time Package Tracking on Customer Satisfaction. Journal of Business Logistics, 39(3), 230-243.