Adm 4326 Customer Satisfaction & Loyalty - Air Canada Paper

Application Project

Air Canada

ADM 4326 Customer Satisfaction & Loyalty

Table of Contents

1. Executive Summary…………………………………………………………….................3
2. Objectives…………………………………………………………………………………4
3. Industry Analysis………………………………………………………………………….4
4. SWOT Analysis…………………………………………………………………………...6
5. Services Provided………………………………………………………………………….9
6. Measuring Customer Satisfaction………………………………………………………..12
7. Recommendations…………………………………………………………………......…14
8. References………………………………………………………………………………..16
9. Appendices……………………………………………………………………………….18

1. Executive Summary

Air Canada is Canada’s largest airline providing scheduled services in the Canadian market, the Canada-U.S. trans-border market and in the international market to and from Canada. Air Canada is among the 20 largest airlines in the world and employs nearly 30,000 people, their corporate headquarters is located in Montreal. Air Canada’s services stretch far onto 64 airports in Canada, 60 in the United States, 98 in Europe, Africa, the Middle East, Asia, Australia, the Caribbean, Mexico, Central America and South America. In summation, Air Canada offers service to 1,300 airports in 191 countries (Air Canada, 2017). The monstrous company carried roughly 45 million passengers to more than 200 destinations on six continents in 2016. Air Canada’s operating revenue at $14,677 million and net income at $876 million as of December 31st, 2016 are substantial and prove the company’s undeniable success (Air Canada, 2017). Air Canada was named “Best Airline in North America” by the readers of Global Travel magazine and Premier Traveler in 2016. Other awards include, “Best North American Airline for International Travel, “Best Flight Attendants in North American, “Best North American Airline for Business-Class Service”, and “Best Airline Website” (Air Canada, 2017).

Air Canada Rouge is Air Canada’s leisure airline, most suitable for vacation travelers. This airline was incorporated in 2013 in efforts to effectively compete for vacation traffic and open new markets around the world. Air Canada Express is a brand name which four regional airlines operate flights for Air Canada. This system was put in place in efforts to enhance their North American domestic trans-border network. Jazz Aviation LP, Sky Regional Airlines Inc., Air Georgian Ltd. And Exploits Valley Air Services operate their flights under the Air Canada Express banner (Air Canada, 2017).