Applying the concepts of simplicity and discipline for creating customers' value in a low contact services company: An exploratory study

Research output: Contribution to journalArticle

1 Citation (Scopus)

Abstract

It is proposed in this study that simplicity and discipline, the two dimensions in the rigid flexibility model could be used for creating customers' values. As for the dimension of simplicity, it can be induced that the best practices at AirAsia such as using the same equipment, simplifying the booking and sales through IT, simplifying the operations through limited choices of snacks and beverages, and simple organizational structure. These practices have created simplicity for its service operations. On the other hand, some practices and procedures that can be attributed to the discipline function; are the quality or excellence culture, training and development, performance measurement, and discipline of the staff. Overall, the best practices and procedures at AirAsia contribute to simplifying its operation and disciplining the system elements, contributing to its objectives of providing low budget travel for everyone.

Original languageEnglish
Pages (from-to)144-150
Number of pages7
JournalBusiness Strategy Series
Volume14
Issue number5-6
DOIs
Publication statusPublished - 2013

Fingerprint

Simplicity
Exploratory study
Customer value
Best practice
Excellence
Staff
Training and development
Beverages
Performance measurement
Organizational structure
Service operations

Keywords

  • Low cost airline operations
  • Operations strategy
  • Service operations

ASJC Scopus subject areas

  • Strategy and Management

Cite this

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