Answer All questions. Your answer to each question shall have a minimum of 300 words. Question 1 Quality management of the airline service delivery is challengine, as the service component of the business can largely be characterized as "Intangible", "inseparable (or Simultaneous) and 'Heterogeneous for Variable) a. Exemplify the unique characteristics of airline service delivery in relation to the notions of Intangibility', 'Inseparability and "Heterogeneity? You are required to use specific airline service examples and/or processes to demonstrate your understanding of the issues and ideas. (3 marks * 5 points = 15 marks) b). Discuss quality management approaches, structures and procedures employed by the various airlines to maintain their desired service qualities. You need to use relevant airline activities and examples to show your comprehension of the subject matters. (3 marks x 8 points +1 extra point = 25 marks) Question 2 Airline Frequent Flyer Program (FFP) is one of the key service propositions of contemporary airline commercial business. There are basically 2 major categories or structures of FFPs, redemption (structured) program and recognition (structured) program a. Briefly identify the key features of these 2 major categories or structures of FFPS? (Many FFPS combine the 2 structures into single programs for operational reasons, though you should identify their respective features separately.) You are also required to use airline FFP examples to illustrate your understanding. (2 marks x 5 points = 10 marks) b. Your airline currently operates only a recognition program. Your customer loyalty management department is suggesting to establish an additional redemption program, however the senior airline management feel that the current recognition program suffices in terms of customer relations management. You are required to explain in writing to the senior airline management on the revenue benefits of a redemption program. Illustrate the basic revenue business model and flow of a typical redemption program. You might also want to perform a simple hypothetical calculation of the business model to exemplify the commercial returns. (4 marks x 5 points/illustrations = 20 marks)