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2. Organizational Processes and Culture– Service Straight from the HeartCathay Pacific believes that its business is selling experience to the passengers.Theemotional bonding with the passengers is the key to building loyalty and one of the majorfactors that encourage the customers to repurchase the airline products. The biggestdifference of Cathay Pacific to its competitors is its people. The employees at Cathay Pacific
are the ones who bridge the gap between product development and customer expectation. Thepassengers in Cathay Pacific always feel welcomed, appreciated and reassured. Passengersthat travel with Cathay Pacific know that they are in good hands. Service Straight from theHeart is a programme that aims to develop cultural change within the airline focused onimproving customer service. Service is the principal means of differentiating between airlinesand is highly influential in customer choice. Cathay Pacific has expressed within itsprogramme its understanding of the importance of the people within the organization and itsrecognition of the contribution of those people to its success. 3. Customer Retention and LoyaltyCustomer retention and loyalty are among the primary causes of Cathay Pacific’ssuccess. Customer service is a very vital aspect of the company. Cathay Pacific maintains itsleader’s status in the airline industry through its constant improvement in service. Thecompany continuously makes effort to develop its self-help strategy in order to encouragegrowth among its employees. Self-help benefits are seen to make career management, careerplanning including blended learning opportunities possible within the company. Thedevelopment program aims to equip the employees with the necessary knowledge and skillsto fulfil their current positions as well as prepare them for future career advancements. One ofthe most significant improvements that Cathay Pacific employs is incorporating human touchin its high quality, reliable, and predictable service. The company wants to achieve growththrough sustained, profitable growth. The company is committed to employee developmentand continues to enhance service and equip the employees with the ability to control themeans of increasing the company’s productivity, reduce costs and ensure customer loyalty byfocusing on the areas that matter most to the customers. Emerging business needs andorganizational challenges inevitably require improved performance from employees.
Providing learning and development that are focused on critical performance improvementneeds is one of the methods by which managers continuously improve organizationaleffectiveness. A good ED system will generate substantial opportunity for performanceimprovement and serve to remedy deficient performance. Employee development also has animpact on employee morale. Cathay Pacific needs to make its employees feel important andshow concern for the personal health and welfare of the employees. The employee