Sustainability With Strict Policies

Airlines Strict Policies: Beneficial or Not

The airline industry is back to the 5% long-term growth rate, after facing impact of economic crunch and downturn along with other industries (Boing). It is becoming difficult for airline companies to survive and sustain in this changing and challenging conditions. The growth or sustainability of any business is directly linked to the satisfaction level of the customers. Same goes with the airlines, the sustainability and growth of any airline is dependent on the passengers' satisfaction level (Borenstein, & Rose, 2007).

It is expected that there will be a 6% increase in the passenger traffic in the following year. Apart from this it is also expected that there will be one billion fliers per year in 2021 (Pawlowski, 2011). This expected growth in the passenger traffic on one hand raise growth opportunities for airline industry but at the same time reflects the increasing competitiveness in the industry (Levine, & Yale, 1986). Different airlines have to come up with different strategic and competitive strategies and policies, in order to attract more and more customers (Wheelen & Hunger, 1986).

Apart from these growth opportunities, the cost of operations for airline industry is also increasing at a rapid rate because of increasing inflation and prices of fuel (Xiao, 2010). This is resulting in increase in ticket fairs and excessive strict policies on part of airlines. The strict policies of airlines sometimes cause annoyance and disturbance for the passengers. The important and crucial task for the airline policy makers is to judge the impact of these policies on the sustainability of the airline (Clougherty, 2001).

The important and crucial question which arises is that are these policies beneficial for the airlines or not? Are these strict policies of airlines affecting the profitability and sustainability of the airlines?

Business SUSTAINABILITY:

Before presenting an argument as an answer to above raised question it is important to understand the concept of business sustainability. The concept of sustainability is business that the business or company has no negative effects on the surroundings, environment, community, society, and economy (Barr, 2008). Another name for sustainable business is green business (Case, 2009). The sustainable business is the one which take into consideration the three important factors i.e. social, economic, and environment (Policy). The operations of business should not have any negative and harmful impact or influence on society, environment, and economy.

Sustainable

Viable

Equitable

Bearable

The people are now becoming more concerned about the sustainability of the businesses and companies have to incorporate the concept of business or corporate sustainability into their operations in order to survive and grow in this era of ongoing challenges and changes in the business environment (Arce, 2003).

AIRLINE INDUSTRY AND SUSTAINABILITY:

Like all other industries and businesses the concept of corporate sustainability is also being incorporated in the airline or aviation industry (Yilmaz, 2008). The airline industry has contributed a lot for the betterment of society and economy. Different airline companies have made international travel available and accessible to various people (Stefanie, 2009). The air transport has an integral and important part in the development of economy and society (Fenley, & Machado, 2007). The airline or aviation industry not only fulfills the travelling needs of different people but also serves different businesses and facilitates the transportation requirements (Himanen, 2006). Airline industry is a growing and innovative industry which is driving and facilitating the social and economic growth and progress (Hawkins, 1994).

Despite of increasing contribution in the economic and social growth a big question has raised on the sustainability of the different airlines and that is because of different strict policies and rules (Mowforth, 1998). It is customers on whom the growth and sustainability of any business is dependent on. No matter how much a business of company is contributing in the economic and social development and is social responsible, it cannot grow and sustain until and unless it meets the requirements of the customers and satisfy them. Same goes with all airlines, different airlines industry have strict rules and policies which are negatively affecting the satisfaction level of passengers and posing a serious threat to the growth and sustainability of different airlines.

STRICT POLICIES OF DIFFERENT AIRLINES:

Different airlines have various strict policies about different matters like size and weight of luggage, policies on travelling of pets, rules for bringing food onboard, and many more. Apart from the certain restrictions on carrying certain items the weight allowed per passenger is also fixed by different airlines and for any extra weight they have to pay more. Different airlines have different policies related to the travelling of pets either in cabin or with cargo. Apart from this airlines have different policies and rules related to bringing food onboard, very few airlines allow bringing food and this facility is also provided on payment of extra charges. These strict rules and policies are bothering and inconvenient for passengers and negatively influence the satisfaction level.

One example of such strict policy is that of United Airlines new policy about the passengers who cannot fit into a single seat. Such passengers will have to pay for extra space or have to upgrade to an upper class where there are larger seats or they will be not allowed to board on the plane (Baskas, 2009). This policy results in inconvenience and problem for the passengers who need extra space.

Because of all these strict policies of different airlines passengers have to face difficulty and hassle while boarding plane and results in loss of time and also money. These policies have negative effect on the customer satisfaction.