National carrier must improve services to move forward

idea of shutting down the national carrier or selling it should not be even thought of, but it is for the management to go down to the ground to see for themselves what ails Malaysia Airlines.

As a frequent traveller, I must say that its in-flight product has plunged to an all-time low. Many promises were made over the last five years about Malaysia Airlines Bhd (MAB) returning to the black and to improve the quality of food offered on international flights, particularly those departing from Kuala Lumpur. But nothing changes.

Having regained some market confidence, MAS, as a homebased airline, must make the concerted effort to improve food quality and quantity on flights. The ever-changing landscape of the aviation industry and liberalisation of markets make it even more competitive for full-service airlines to compete for a slice of the shrinking pie.

MAS cannot use the excuse that it is facing stiff competition for its inability to improve and turn around. Every airline, whether full-service or low cost, is going through turbulent weather.

The fifth restructuring exercise started in 2014 with the network shrunk and some 6,000 staff axed.

Thirty-five international destinations were axed under the five exercises.

A foreign aviation expert was seen as the best man to lead the carrier to higher ground, but he left just as fast as he started. Then, another foreigner took the helm to continue from where the previous had left. He probably found the situation too hot to handle and he, too, threw in the towel.

What the then Malaysia Airlines lacked in the past was a top flight leader with aviation experience and a deep knowledge of the complexities of the everchanging landscape of the industry.

Captain Izham Ismail, with a wealth of 38 years of experience with the airline, is seen as the best man to guide the airline to change the red ink to black. I can safely say that his greatest challenge since taking over is to manage the yield.

Regaining its former glory is a tough call for MAS, but there must be a will to at least improve and there should be no compromise.

MAS executives travel in premier cabins. What is important is for the management to see for itself what is being offered to your customers in the economy class as they are equally important as your premier cabin customers.

Two airlines in the region were in worse financial situation than the flag carrier, but the two have picked up the crumbs and expanded significantly, including refleeting with new aircraft.

MAS must boost its products to move forward. It is not just about transporting customers from one point to another.