SEAMLESS SERVICE: British Airways‘ First‐Class Chinaware

Abstract

THE DESIGNED ELEMENTS that support or “facilitate” a service are features that have a major impact on the consumer's assessment of quality. To emphasize the complexity of seamlessly integrating these facilitating elements into a successful service package, Paul Coughlan reviews the decision‐making process behind the development of British Airways' First‐Class china and distills important lessons for designers and design managers.