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close this section of the library Tavo, Maraia Sera Ratubalavu

View the PDF document Service delivery in a socio cultural context : a case study of Air Pacific Limited
Author:Tavo, Maraia Sera Ratubalavu
Institution: University of the South Pacific.
Award: M.A.
Subject: Airlines -- Customer services -- Fiji , Air Pacific Ltd
Date: 2012
Call No.: pac HE 9776 .T38 2013
BRN: 1190547
Copyright:Under 10% of this thesis may be copied without the authors written permission

Abstract: Achieving quality service delivery in Fiji remains evasive for most service firms and the understanding of the characteristics of quality is not easy to comprehend. The main purpose of the study was to discover the role of culture on service delivery. The study was carried out on the Cabin Crew of Air Pacific Limited, Fiji’s international airline. Both qualitative and quantitative methods of research were used and the field research was carried out over a period of 8 months. The results of the research highlighted that the achievement of quality service is achieved when organisation culture and employee culture complement each other. Cultural change cannot be measured literally but can only be observed and this remains a challenge for service firms. The awareness of such change is crucial to organisations and it is recommended that each culture should be aligned in order for service delivery to be successful. Furthermore, it was also revealed that the presence of a large power distance culture influenced the behaviours and attitudes of service employees. These results are important because Fiji relies on tourism as its main source of foreign exchange earner and the industry is the largest provider of employment. As a developing nation, tourism remains a lucrative alternative for the country and competition from other tourist destinations cannot be ignored. The strength of marketing Fiji lies in the hospitality of its people and its diverse culture. However, although this culture is an asset in marketing, the downside of this is that, culture also threatens the delivery of quality service.
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