Toronto Transit Commission: Service Quality and Customer Perception
(12 pages of text)
The chief public relations (PR) strategist for SG Media is using the Toronto Transit Commission (TTC) as an example in her public relations training session. In 2011, the TTC has been in the news because of a combination of poorly managed fare hike announcements and the perception of lax service quality. Consumers have taken to publishing, on social media sites, images of TTC employees seemingly in violation of service standards. The strategist is thinking about an appropriate PR strategy that the TTC could rely on to rectify its image.
This case introduces students to the difficulty of maintaining high service quality perception in a world where any issues can be highlighted and disseminated instantly by consumers who possess image and video capturing devices. In addition, the TTC's challenge is amplified because it is facing a funding shortfall. This case can be used in a service management or communications course.
Canada, Large, 2011
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