This case addresses the concepts of quality in services and the role of information technology in providing breakthrough service. By capitalizing on an opportunity created by the deregulation of the airline industry, Rosenbluth has used technological innovation and a commitment to the service deliverers to add value for both the end users of business travel services as well as to reduce travel expenses for the corporations themselves. This case illustrates that people are at the heart of service delivery, but Rosenbluth has given its associates a system that enables them to deliver value to the customer. Most organizations would have been happy to have achieved those aspects of quality management described in the case, but Rosenbluth wants more. Kathy Veit is faced with determining how to build upon a very structured approach concentrating on training which occurred during the previous eighteen months. Her concern is how to inculcate quality into key business initiatives across the organization.
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