... DISCUSSION I. How competitive advantages is gained through service British Airways is the world's largest international passenger airline. Operating more than a thousand flights a day to 160 airports worldwide, it has a fleet of over 300 aircraft and a workforce of 60,000. In the highly competitive airline market, customer service is a key differentiator. The British Airways reputation has been built upon quality service provided by dedicated workforce. To continue to improve, the airline developed goals and values fundamental to achieving its mission including the provision of personalized service to its most valued customers. British Airways regards the whole process of obtaining travel information, booking, ticketing and checking in at the airport as important parts of the entire travel experience. E-ticketing: British Airways was one of the first airlines to offer electronic ticketing in 1997. Electronic ticketing replaces the paper ticket with a virtual "electronic" ticket. All the information that's traditionally ...

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