ISYS1051
Business Analysis
Analysis Report
for
Qantas Online Service
Student Number: s3233031
Student Name: Emily (Wan Jun) Mai
Emily Mai
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ISYS1051
Business Analysis
Table of Contents
1.0 Executive Summary ........................................................................... 3
2.0 Introduction of Qantas Airline ............................................................ 4
3.0 Analysis of Online Services Model .................................................... 5
3.1 Formal System Model .................................................................. 5
3.2 Ticket Booking ............................................................................. 6
3.3 Hotel Room Booking ................................................................... 7
4.0 Recommendation ............................................................................... 9
5.0 Conclusion ......................................................................................... 9
6.0 Reference ......................................................................................... 10
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Business Analysis
1.0 Executive Summary
Due to the sound development of internet and the computer technology, the computers
and online services now are popular all over the world. People could buy food,
household, clothes and almost everything online. Online services even replace the
formal call service. Customers could get the information online and communicate
with the customer service of certain companies online. It seems like that everything
could be done online. Companies might have the data storage online and then
customers could search for the information, seek for help or even book tickets online
(Malek, Reitenspiess, Kaiser & LINK (Online service), 2005, p67). And the development could
save a lot of money for company for the cost of online services. It might be cheaper
than the formal call services and leave out the Counter Services. There are at least
three parts for online services: information research, booking and complaining. This
report aims to research of ‘Qantas’ flight online business. As an Airline, Qantas
providing online services such as: clients could search flights, book tickets and
booking the hotels. Briefly explain how the ‘Qantas Airway’ system running and
analyses the workflow of online services by using data flow diagrams, flow chart.
Leaks and problems during the process will be discussed. Figure out what they need
to improve and give it some suggestions. Let the more online business ventures being
success.
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Business Analysis
2.0 Introduction of Qantas Airline
Qantas Airline is the airline company which has the third longest history in the world.
‘Qantas’ is stand for ‘Queensland and Northern Territory Aerial Services’. (Qantas,
Wikipedia,) This company could be dated back to 1920 in which it had been founded.
(Qantas,2010 )From then on, Qantas was once the service contractor for Royal
Medical Wing Service. And it began its international airline service in May 1935.
After World War II, Qantas had been controlled by Australian Government and the
international airline services had been enlarged. After 1958, Qantas became one of the
global airline companies in the world (Mason, 2003, p1938). It was rare at that time.
In 1966, Qantas enlarged its services and set foot in the hotel industry. It ran the
Sofitel Sydney Wentworth which is the hotel with more than four hundred rooms in
1966. And in the following year, Qantas began the use the name Qantas till now. In
the following decades, Qantas enriched its flights and plants and till 1979 it became
the only Airline in the world which use Boeing 747 only in the fleet. Also it
introduced the business class to the world. In 1993, Qantas began the privatization.
From 1990s, Qantas began to promote the cheap flight in order to react to the
competition in the airlines industry. And nowadays, customers could book the tickets
and hotel rooms by visiting their website. The online services could be a new
revolution in Qantas and in this report, the online services process would be studied.
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Business Analysis
3.0 Analysis of Online Services Model
The online service came into being as the result of the development of internet (Lerner,
2000, p80). With the development of internet, customers would be able to
communicate and enjoy the service online. In this report, Qantas online service would
be studied. The major online service for Qantas would be flight research, tickets
booking and hotel booking. For different services, the process would be different.
3.1 Formal System Model
Flight research could be the easiest and the most basic service of Qantas Airline
website. Customers could enter the date, place of departure, destination and time, the
system would give the flights detail which meet the need. This process could be
analyzed by the Formal System Model as below.
Inputs
(Customers’ need,
including date,
place of
departure,
destination
and time)
Environment
Resources and Target
Decision
and Control
Sub-system
Performance
Monitoring
Sub-system
Operational
Sub-system
Other
Sub-system
Output
(Flight
information)
Formal Systems Model
In this diagram, it could be found that the output of the system would be decided by
few parts. And for the flight research, these elements might affect the result of the
research and it might cause the dissatisfaction of customers and have the service
failure (Evanschitzky & Iyer, 2007, p26). These things could happen when the system has a
mistake or the database did not update on time. These mistakes might cause the mass
in the database and could cause the service failure. However, as the online service,
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Business Analysis
especially the flight research service would be done automatically, these mistakes
might not be found until the offline check had been carried out. Therefore, it could be
suspected that the flight research needs to be improved or the online service might
destroy the corporate image.
3.2 Ticket Booking
For the ticket booking part, the process for online services could be more complicated.
The flight research might be done first and then the payment would be settle. And all
of these processes would be done online. The flow chart would show how the online
order would be settled.
Register/log in
Choose Item
Edit
Payment
Information
Confirm Detail
Customer
Obtain Confirmation
& Log out
Use Cases diagram
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Start
Book any tickets?
Register/ Log in
No
No
Check & Validate Reg/
Log in
Payment Information
Obtain
Confirmation &
Log out
Yes
Correct Details
Edit/
Information
Search for Flight
Validate
End
Select the Flight
Add
Cart
to
Confirm
Details
Finalize Transaction
Shopping
&
Flow Chart: Online Ordering
From this diagram, it could be found that the online service would help customer s
save a lot time. Flight detail shows clearly on the website. Also employees don’t need
to do the counter service. The function of computer would enable one employee to
service several customers at the same time. However, it could be found that all the
payment of online service would be paid by e-bank or credit card online. All the
disadvantages the online merchant account would have would bother airlines
companies. Besides this, the maintaining of the database and the booking system are
very important.
3.3 Hotel Room Booking
For the hotel booking service, the same problems tickets booking meets might happen
to it again. The process for booking hotel rooms would be similar with the tickets
booking. And the process would be as below.
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Business Analysis
Customers
Hotel
Customer order
Receipt
Receive
the
customers’ order
Room Order
Room Order information
Update
Data
Room
Update
Room Data
Booked Room Data
Empty Room Data
Room Data
Daily Room Book
Amounts
Empty
Empty Room
Room
Report
Management Daily Empty Room information
Management
Report
Online Service
Manager
Level 0 DFD diagram
As the ticket booking, customers for booking rooms in the hotels need to offer the
date they would check in and the date they would check out. Also they need to
provide some details about what they need. Any mistake in the system would cause
the service failure. However, in the case of hotel room booking, the payment does not
need to worry about. The customers could pay it when they check out. But the most
complicated problem for room booking is about the data collection. Some customers
would cancel they reservation before they check in. This action would cause a lot of
changes in the system and this should be put on the daily management report which
would be given to the online service manager in order to keep the data correct.
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Business Analysis
4.0 Recommendation
From the analysis above, it could be suspected that, the online service system might
have lots of advantages nowadays and it is the result for the development of internet
technology and the globalization. However, it would have the disadvantages which
exist as one part of its nature. From the analysis, it could be found that the database is
very important to online service. The database would include the flight detail,
available flight ticket data, ticket prices and hotel room data for Qantas online service.
A complete database would be the key to a successful online service. The incomplete
database would cause the fail online service. Therefore, for a successful service,
Qantas should pay more attention to the database maintaining and it should be
updated every day in order to make sure the information it provides is true. Also, the
online payment could be another problem for online service. As the online merchant
account would have a large service fee, online service might cost a lot for the online
account. However, these problems could be solved by negotiation with banks.
5.0 Conclusion
In conclusion, the development of online service is a positive thing for Qantas Airline.
Online service would be more effective than phone service or counter service. And it
would enable the customers all over the world to search airline information, book
tickets and hotel rooms. Though there are some disadvantages of online service, they
could be solved by negotiation or by technology support. Management of online
service in Qantas should notice one thing that the updating of database is very
important to the whole system. An on-time updating might be the key to the
successful system. Otherwise, it would cause the failed service online.
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6.0 Reference
Evanschitzky H. & Iyer G. R., (2007), E-Services: Opportunities and Threats Journal of Value Chain Management Vol.1 No 1/2, Wiesbaden, Springer Science
+ Business Media, p26
Lerner M., (2000), Middleware Networks: Concept, Design, and Deployment of
Internet Infrastructure, Netherlands, Kluwer Academic Publishers Group, p80
Malek M., Reitenspiess M., Kaiser J. & LINK (Online service), (2005), Service
Availability: First International Service Availability Symposium, Berlin,
Springer-Verlag, p67
Mason P., (2003), Tourism Impacts, Planning and Management, Burlington,
Butterworth-Heinemann, p1938
Wikipedia
(2009),
‘Qantas’
http://en.wikipedia.org/wiki/Qantas
Retrieved
20th
© Qantas Airways Limit (2010) ‘Qantas company’ retrieved
http://www.qantas.com.au/travel/airlines/company/global/en
Emily Mai
August
22th
August
2010,
2010,
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