By Ahmed F Hamouda
When it comes to the airline industry, brand management is critical to success. A strong brand can set an airline apart from its competitors, and help build customer loyalty. However, brand management isn’t just about logos and advertising campaigns. It extends to every touchpoint that a customer has with an airline – including ground handling.
Ground handling refers to the services provided to an aircraft when it is on the ground, such as cleaning, catering, refueling, baggage handling, and more. While it may not seem like the most glamorous aspect of the airline industry, it plays a crucial role in brand management.
Firstly, ground handling can impact the overall customer experience. For example, if a passenger’s baggage is mishandled or lost, it can lead to frustration and dissatisfaction with the airline. This negative experience can then lead to negative word-of-mouth reviews, which can harm the airline’s reputation and brand image.
On the other hand, if ground handling is done efficiently and effectively, it can enhance the customer experience and contribute to a positive brand image. For example, if a passenger’s baggage is handled quickly and arrives at the destination on time, it can lead to a positive experience and increase the likelihood of that customer choosing the airline again in the future.
Secondly, ground handling can impact safety and security – two critical components of an airline’s brand. Ground handling personnel are responsible for ensuring that the aircraft is safe to fly and that all security protocols are followed. Any breaches in safety or security can lead to negative press coverage, which can harm the airline’s brand and reputation.
Thirdly, ground handling can impact operational efficiency. If ground handling is not done efficiently, it can lead to delays and cancellations, which can harm the airline’s reputation and brand image. For example, if an airline consistently experiences delays due to inefficient ground handling, it can lead to negative reviews and a decrease in customer loyalty. In conclusion, ground handling plays a critical role in airline brand management. It impacts the overall customer experience, safety and security, and operational efficiency. As such, airlines must prioritize ground handling and ensure that it is done efficiently and effectively. This can help build a positive brand image, increase customer loyalty, and ultimately contribute to the success of the airline.
