Value Proposition of Air China

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Commitment to service excellence, Universal acceptance by the public

The value proposition is the fundamental judging criteria and observed code of conduct that are accepted and adhered to by Air China’s employees. The value proposition gives guidance to the perception and activities of the Air China employees. Every employee of Air China should have a high regard for the value proposition in their routine work as demonstrated by their actions.

• Service is our principal product and the foundation for our survival and development. We are committed to the excellence of service, symbolizing a superior service standard and strive for excellence and continuous progress. The excellence is a dynamic standard, which we pursue constantly and diligently.
  
  
• Commitment to service excellence is the fundamental means to achieve Air China’s goals of making profits and achieving growth. Our commitment to excellence is pursued in both ground services and onboard services, from one single service point to the whole service chain between the different organizations of Air China. Every employee, every department and every team should have excellent service as their key objective and the basic value criteria for judgment, perception and action.
  
  
• We understand the commitment to service excellence from three aspects. First, as an airline, our company provides a high standard of services to customers and freight owners. All the Air China employees take part in delivering services with the highest working standard. Second, while we are delivering services to customers, we are happy to share in the customer satisfaction experience. Third, in terms of internal management of Air China, each employee should be committed to service excellence with creativity. When all employees deliver excellent service, Air China is able to improve their competitive ability, achieve the mission of meeting the customer’s demands and create mutual value. Only then is the individual value of the employees realized.
  
  
• Commitment to service excellence is a new concept for the Air China employees. The traditional service concept of the past focused on profit orientation. We will fulfill every task in our work with this consensus to realize the mission of the Company and value of individuals.
  
  
• Service excellence is the critical criteria for our work, which will be measured and endorsed by the public’s response. Whether or not our services are universally recognized and accepted by the public becomes the symbol of our measurement. Therefore, we must take customer satisfaction as the most important criteria for our work and it will determine and guide our work and activities.
  
  
• To achieve universal acceptance by the public, we are required to build a value proposition that is market oriented and fostered by a philosophy that focuses on customer demand. Market orientation requires that resource allocation and optimization is based on market demands and customer needs and that we cater to increasing demands. In the daily business operations, every employee should bear in mind the principle of customer orientation and regard it as the guideline for us to resolve problems and make further improvement in our work. We must bear in mind that gaining the acceptance and satisfaction from the public will determine the prosperity or decline and success or failure of Air China.