1. Is Fiona a particularly tolerant person or was she right to be impressed by the way British Airways reacted? Fiona Rennie sat and enjoyed her coffee at the Warsaw airport. Returning home to the UK after a week of energetic academic research, she was pondering her over latest project – how service businesses have to be more aware of their customers’ needs and in order to compete, be able to offer a high level of customer service, especially if the intended delivery package has been compromised in some way.

She knew that airlines, especially, had well-developed recovery procedures. In the case of failure, the airline could activate various levels of preconceived and ad hoc customer care.

Warsaw airport was busy with passengers waiting to board the afternoon British Airways flight to London Heathrow, the anticipation growing as they passed through the scanners and walked down the aisle onto the aircraft. Safely in their seats, the 200 travellers were soon dismayed to hear from the captain that there was a slight mechanical problem and that their take-off would be delayed by approximately half an hour. This delay did not merit having to disembark and complimentary drinks were soon on the way round.