Development suggestions for PRM customer journey in Finnair flight disruptions
Vikman, Marianna (2023)
Vikman, Marianna
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023121938428
https://urn.fi/URN:NBN:fi:amk-2023121938428
Tiivistelmä
The population of the world is aging at an unprecedented pace and with age, the chance of experiencing a disability increases. Despite the demographic change, or other global challenges and crisis that pandemics, geopolitical conflicts etc. present to us now and in the future, every person, with or without disability, should have an equal opportunity and access to experience life and other cultures. To enable universal inclusivity and accessibility the aviation sector needs to work together and continually develop sustainable ways of doing business.
This development-oriented thesis is commissioned by Finnair, and its topic combines the elements of social sustainability, customer experience, and flight disruptions. The purpose of this research is to acquire in-depth new knowledge about how passengers with reduced mobility (PRM) perceive Finnair’s services when their flights have been disrupted. The research approach for this project is a case study as the data was gathered from Finnair customer feedback. The study is conducted utilizing a qualitative data analysis tool to find out the emerging themes and patterns in the feedback. Some elements of quantitate data are also included. The expected results and development suggestions are intended to benefit Finnair in fostering social sustainability. Development of accessibility and inclusivity in today’s changed operating environment and market situation for the airlines also aims at strengthening Finnair’s competitiveness.
The theoretical framework of this study explains the key concepts and terms of PRM customer, customer journey, customer experience, flight disruption, and inclusive and accessible air travel. In addition, the regulatory framework binding the aviation sector is presented.
The results reveal that most PRM customers needed a wheelchair assistance during their customer journey, however, did not receive it at all or the service was in some way insufficient. The most typical flight disruption type was a delayed flight to Helsinki which consequently caused new challenges, such as a missed connecting flight, for PMR customers. Customers also perceived that lack of communication during flight disruption and prolonged travel time (due to rebooking) caused upmost stress, exhaustion, and feeling of disrespect.
Analysis and interpretation of the results is discussed in the last part of this thesis. An imaginary User persona was created to demonstrate the findings from a practical perspective. Based on the most significant deficiencies arising from the feedback the researcher suggests that the resources for the wheelchair assistance service at Helsinki Airport are optimized in a more accommodating way to consider disruptions in Finnair flight schedules. To improve customer communication in flight disruptions the researcher also recommends that Finnair App is developed to show a real-time status of a disrupted flight. Finally, to better assist also the hearing-impaired customers, the researcher suggests a new kind of Chat to be launched, a Disruption Chat.
This thesis was written between March 2023 and December 2023.
This development-oriented thesis is commissioned by Finnair, and its topic combines the elements of social sustainability, customer experience, and flight disruptions. The purpose of this research is to acquire in-depth new knowledge about how passengers with reduced mobility (PRM) perceive Finnair’s services when their flights have been disrupted. The research approach for this project is a case study as the data was gathered from Finnair customer feedback. The study is conducted utilizing a qualitative data analysis tool to find out the emerging themes and patterns in the feedback. Some elements of quantitate data are also included. The expected results and development suggestions are intended to benefit Finnair in fostering social sustainability. Development of accessibility and inclusivity in today’s changed operating environment and market situation for the airlines also aims at strengthening Finnair’s competitiveness.
The theoretical framework of this study explains the key concepts and terms of PRM customer, customer journey, customer experience, flight disruption, and inclusive and accessible air travel. In addition, the regulatory framework binding the aviation sector is presented.
The results reveal that most PRM customers needed a wheelchair assistance during their customer journey, however, did not receive it at all or the service was in some way insufficient. The most typical flight disruption type was a delayed flight to Helsinki which consequently caused new challenges, such as a missed connecting flight, for PMR customers. Customers also perceived that lack of communication during flight disruption and prolonged travel time (due to rebooking) caused upmost stress, exhaustion, and feeling of disrespect.
Analysis and interpretation of the results is discussed in the last part of this thesis. An imaginary User persona was created to demonstrate the findings from a practical perspective. Based on the most significant deficiencies arising from the feedback the researcher suggests that the resources for the wheelchair assistance service at Helsinki Airport are optimized in a more accommodating way to consider disruptions in Finnair flight schedules. To improve customer communication in flight disruptions the researcher also recommends that Finnair App is developed to show a real-time status of a disrupted flight. Finally, to better assist also the hearing-impaired customers, the researcher suggests a new kind of Chat to be launched, a Disruption Chat.
This thesis was written between March 2023 and December 2023.