Move Beyond Quality Service Competition with Cathay Airlines

The College of Business and Public Management (CBPM), the Institute of Asia Industry Competitiveness (IAIC), and Cathay Airlines recently held the “Move Beyond Quality Service Competition.” Cathay Airlines, a company renowned for its service quality, adds value to the initiative and potentially enhances its impact. The competition was open to all students at Wenzhou-Kean University and aimed to promote awareness of the importance of customer service.

The 'Move Beyond Quality Service Competition' was a resounding success. Nearly 200 students showcased their creativity and understanding of service quality through their posters, which covered a wide range of topics related to service quality and approaches and were a testament to the high quality of the competition.

Since the kick-off on April 10, Professors Han-Chiang Ho and Candy Lim Chiu, majoring in marketing at the College of Business and Public Management, and the three Managers of Cathay Airlines (Michelle Lu - Senior Trade Sales Manager, Iris Hu - Passenger Sales Account Manager, and Fred Guan - Passenger Sales Account Manager) have led the students to intensively learn relevant knowledge about Cathay Airlines service quality and explain how to conduct marketing campaigns systematically to propose innovative marketing strategies.

The creative posters were displayed on the first floor of the CBPM at Wenzhou-Kean University. The exhibition, open to the public from May 8 to May 25, attracted considerable attention. The competition raised service quality awareness among students and the wider community who visited the exhibition.

The 'Move Beyond Quality Service Competition' was not just a platform for students to showcase their creativity, but a transformative experience that catalyzed personal and professional growth. It encouraged students from various disciplines to think critically about service quality, inspiring them to strive for excellence in their lives and careers.

The Empower Me Service Group, which won first place in the competition, focuses on serving the strong demand for college students to travel during holidays in China. The proposed pricing strategy is “Fly Smart, Save Big—Your College Gateway,” which includes late-night and off-peak discounts, student mileage, round-trip ticket bundles, special seating discounts, and group booking.

The second prize winner, I Want Disney Group, focused on the environment-friendly airplane lunch box. It created awareness that Cathay cares about the environment while providing high-quality service to its customers and making every customer journey a testament to environmental protection and the love of the planet.

The 3rd prize winner, 996 Queens, focused on Chinese consumers' keen interest in exploring cultural heritage, often through visiting museums, which serve as an essential way for demonstrating Chinese culture. As Cathay Airlines seeks to deepen its connection with mainland consumers, tapping into the affinity of museums and traditional culture offers a strategic opportunity.

Wenzhou-Kean University and Cathay Airlines extend their heartfelt gratitude to all the students who participated in the competition and to all the students who managed and coordinated the event with the managers of Cathay Airlines, such as Zhou Cheng, Wang Guozhi, Yao Limin, Pan Mingzhu, Hung Zhao Viryenni, Cui Shuwen, Yan Jin and Xu Junzhe. The success of this event would not be possible without the help of our excellent students. The competition is a valuable learning experience for students, encouraging them to think critically about service quality and its practical applications.