British Airways is aware of the close collaboration with its customers to develop a positive user generated content concerning the company. What is meant here is the fact that British Airways focuses on the formation of the positive company-customer relationships and the customer satisfaction. In this regard, British Airways attempts to reach the high level of the customer satisfaction through the provision of services of the high quality. Online services provided by the company contribute consistently to the formation of the positive attitude of customers to the company and their high satisfaction. As customers can book a ticket and plan their trip online using the customer support service of British Airways, they naturally grow satisfied with the quality of services offered by the company. If they enjoy their trips and services of British Airways, they can and do share their impressions online. Thus, they generate content that affects consistently the brand image of British Airways because the positive feedback generated by users online contributes to the overall improvement of the brand image. On the contrary, if customers are dissatisfied with the quality of serviced provided by British Airways, they leave their feedback online, using social networks, for instance, or specialized websites. The negative user generated content can deteriorate the brand image of the company. This is why British Airways attempts to provide services of the high quality and to reach the high level of the customer satisfaction to increase the share of positive content concerning the company generated by users.
The formation of the positive brand image is particularly important for British Airways today, in the time of the economic recession and deep financial crisis. Obviously, the company is responsible for the brand image shaped by the user generated content because the higher level of the customer satisfaction is the better is the feedback of customers which they share with other users online. Today, internet has become a powerful tool that influences the brand image of the company. Therefore, British Airways pays a particular attention to the user generated content concerning the company. Moreover, the company attempts to track the user generated content concerning the company and respond to it through introducing improvements in the company’s operations and services. In such a way, British Airways attempts to increase the customer satisfaction that will lead to the improvement of its brand image online.
Thus, taking into account all above mentioned, it is possible to conclude that British Airways still remains one of the leading airline companies in the world. The market performance of the company is characterized as positive, though there are some really disturbing trends such as the growing competition and possible slowdown of the growth of the profit of the company. Nevertheless, the current position of British Airways provides the company with larger opportunities to continue its development and international market expansion, especially after the deregulation of North Atlantic flights. At the same time, the company should be ready to the considerable change in the future business environment. It proves beyond a doubt that the competition on the global market will grow stronger, while national markets will be less protected from foreign expansion. As a result, along with new opportunities British Airways will get new problems. The problem of the formation of the positive brand image is one of the most challenging ones. The company attempts to use the full potential of internet to form a positive brand image. In this regard, the provision of customers with services of the high quality and the high level of the customer satisfaction are keys for the positive user generated content concerning the company that will contribute to the formation of the positive brand image online.
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