Improving TSA's public image: customer-focused initiatives to encourage public trust and confidence
Bierle, Patricia S.
Smith, Paul J.
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The Transportation Security Administration (TSA) can improve its public image by looking at the problem from the customers perspective. This thesis explores TSAs public-image challenges and identifies customer-focused solutions. Research methods include a case study analysis on Southwest Airlines and Disney and an extensive literature review to identify smart practices that are applicable to TSA. TSA needs to implement customer-focused strategies that are more effective in dealing with the agencys public-image challenges. A TSA strategy designed to build a more positive work environment, improve messaging and information sharing, increase the focus on customer service, and utilize customer feedback to improve operations, will begin to improve public opinion. There is a disconnect between TSAs intentions and the publics perceptions, and it is time to seek new opportunities to improve the publics trust and confidence. It is easy for some to be critical about an agency that screens over 1.7 million passengers each day and often has to get into the passengers personal space in order to do so. TSAs first priority is and should be security, but public opinion is also important. Increasing public confidence in TSA may also result in more acceptance and cooperation with security processes, resulting in increased security effectiveness.
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