International Service Delivery Process: Improving Lion Air Customer Service

International Service Delivery Process
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International Service Delivery Process: Improving Lion Air Customer Service
Introduction
The aviation industry in Indonesia is growing rapidly, especially with the increase in airlines offering low-cost carrier options. The Indonesian public interest in using service flights as a means of transport has grown. More Indonesians tend to use flight services because of the nation's unique geographical nature, whereby a majority of the major cities are separated by mountain ranges and seas hence making transportation by sea and land tedious and lengthy (Banuara & Purba, 2018). Further, tickets have become more affordable because of the growth in low-cost carriers. In 2000, the Indonesian government deregulated the aviation industry, which accelerated the development of the aviation sector. The move has led to an increase in airline passengers from 9 million in 1990 to about 109 million in 2017. At the same time, the country's continued economic growth and the rise in the number of affluent middle-class families have increased the number of people who can afford flight services. One of the leading airlines in the country is Lion Air, a low-cost airline based in Jakarta (Bowen, 2019). It is the country's largest privately-owned airline, the second largest low-cost airline in Southeast Asia, and Indonesia's largest airline. Lion Air has both domestic and international flights. Despite Lion Air's growth in the low-cost market, it faces customer management challenges, with more complaints about poor quality service offered to clients.
Challenges facing Lion Air
Despite the popularity of Lion Air, the airline has been associated with frequent delays and operational problems (Susilo, 2019). More than often, the airline has been accused of delaying flights. The move inconveniences passengers who are on tight schedules. It is frustrating when a flight is delayed without an understandable reason. Clients are inconvenienced and forced to adjust their plans. For instance, in 2015, Lion Air was delayed for about three days at the height of the Chinese New Year, hence throwing Soekarno-Hatta international airport into chaos. As a result, the delay affected thousands of passengers, with others storming their airline's offices. Operational problems are expected when the airline handles the clients (Metwally, 2013). It is common for clients to report that the company's customer management is poor. Customer dissatisfaction is very high among passengers using the airline's flight services. Instances of mismanagement of passengers are common. Poor customer management has negatively affected Lion Air's brand image (Foster, 2018). Consequently, it is critical to develop a solution to address the company's issues in customer service.
Service design
Lion Air can use service design to improve its customer management processes. The most crucial factor in service design is the emotional bond between providers and clients (Lee, Oh & Choi, 2020). The biggest problem of developing an emotional bond between a business and the clients is the potential communication barriers between the supplier's intentions and the client's experiences with the actual ser...