HC2112 - Services Marketing & Relationship Marketing - Virgin Blue Airlines
Added on 2020-03-07
8 Pages1650 Words63 Views
Running head: SERVICE ORGANIZATIONSERVICE ORGANIZATIONName of the studentName of the universityAuthor’s note
1SERVICE ORGANIZATIONVirgin Blue Airlines that became Virgin Australia Airlines Pty Ltd is second-largestAustralia's airline.afterQantasand the largest airline fleet to use the 'Virgin' brand.Co-foundedby British businessperson Richard Branson with Brett Godfrey of Virgin Group the organizationis based in Bowen Hill, Brisbane. Started with only two Airline on a single route, the companyfound it’s pace with the fall of Ansett Australia in September 2001. Currently the Airline isdirectly serving 29 cities in Australia from hubs in Melbourne, Sydney and Brisbane. ENHANCINGFECILITINGPARKINGELECTRONICPAYMENTTRROUGH CC viainternet and phoneINFORMATIONSEEKING BYPHONEINFORMATIONSEEKING OVERTHEINFORMATIONSEEKINGTHREOUGHAAGENCYLAST MINUTEDESK BOOKINGAND PAYMENTTRANSFERTO AIRPORTBOOKINGPAYMENT BYCASH ORCHEQUE throughtravel agentTRANSFERTO AIRPORTPARKINGCHECK INBAGGAGEUse of Airport Facilities (business lounge, shops,restaurant, toilet)
2SERVICE ORGANIZATIONFront stage employees of a service organization are those employees who experiencefrequent service encounter with the customers. Front stage employees follow a strict code ofconduct as they are in direct contact with the customers. These employees are of paramountimportance for a service organization because they take timely action in case of service failure.The service encounters of the front stage employees create the perceived customer value of theservice on the mind of customers and hence play a vital role on customer relationshipmanagement and customer retention strategy of a service organization (Srisaeng, Baxter andWild 2014).The Virgin Australian airlines have front stage employees, which include the groundstaffs at the airport and the entire cabin crew of the flights who make the travel experiencejoyous for the customers.Ground staffs of Virgin Australian airlines are the first point of contact for the customers.They help customers to check-in at airport using self-check-in kiosks, help customers to gatherthe boarding pass and check-in their luggage and answer all quarries of customers till they boardthe flight. Feedback from customers is taken for service improvement.The cabin crew of Virgin airlines makes the in-flight experience worth remembering forcustomers as soon as they board the flight. The cabin crews greet the customers and guide themto their seats. In Virgin Australian Airlines, flight attendants are well trained to provide safetydirections to on-board passengers like fastening of seat belts, emergency landing etc. The flightattendants serve foods to the customers (Srisaeng 2015). A special food menu is offered tobusiness class customers and they get the privilege to enjoy the premium hospitability of thecabin crews. All members of crew are dedicated to customer satisfaction with the help of
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