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MKT203 Services Marketing Assignment | Qantas Airline

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Services Marketing (MKT203)

   

Added on  2020-05-08

MKT203 Services Marketing Assignment | Qantas Airline

   

Services Marketing (MKT203)

   Added on 2020-05-08

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Name 1Qantas airline management service marketingStudent’s name University Course Date
MKT203 Services Marketing Assignment | Qantas Airline_1
Name 2Qantas airline management service marketingIntroduction Qantas Airlines describes itself as one of the most world’s most experienced airline that offers unique services all over the globe. The airline has flight routes all over the world and its success has been attributed to business techniques that are used to manage service quality and customer demands that keep on increasing (Qantas, 2016, P. 1). Through its complementary airline brands of Jetstar and Qantas, customers the airline gives customers different service qualities based on their affordability. This essay analyses Qantas airline business and the techniques used to manage quality and demand from customers.Critique of the airline’s service blueprint,A service blue print is an operational tool for providing guidance on how services within the organization are provided. This specifies physical evidence, staff actions and other support systems required to provide quality service (Flieb & Kleinaltenkamp, 2004, P. 395). Some organizations use the service blue print to dragonize operational efficiency and develop solutions. Qantas airline operates on a service blue print with five main areas of physical evidence, customer and actions, on stage employee contact, backstage employee contact and support processes (see appendix 1.). This blue print shows different activities that take place within the process of service the customer. However, it lacks appraisal systems where customers can give feedback about the servicethat they receive. However, it would have worked better if the customer was requested to give feedback before they alight the plane. This will avoid biases and ensure that customers don’t forget to give their feedback. On the other hand, all the activities are linked to top management
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Name 3rather than linking to line managers who then link to the top management. This eases decision making and ensures that customer problems are resolved on time.Servicescape strategyServicescape strategy is a model that focusses on the impact of the environment and the way the behaviour of people within the business context leads to accomplishing of business goals. This has organizational benefits through influences on customer perceptions about the service that they receive (Hoffman,, et al., 2010, P. 2010). This can also influence the nature and quality interactions that exist between employees and customers. Qantas Airline servicescape strategy exists in several business areas that suit customer needs. First, the airline offers two unique services Jetstar and Qantas which have different services. The customer can choose any service according to the amount of money that they have. Bookings can be done online through an online portal that enables the customer determine the flight that suits their needs. With this, the customer keys in the amount of money that they have and allow the system to choose a flight for them that fits the needs that they have (Qantas, 2016, pp. 3). This improves efficiency and ensures that customers are conveniently served.As part of keeping up with technology changes, the company bought the Boeing 787-9 Dreamliner that is being used by many flight companies. This is the best flight in the market that gives customers quality service. As part of branding, the airline updated its Kangaroo logo to align it with the new flights system and give it a new look to the customer (World Airline News, 2016, pp. 4). The seats in the plane are designed to differentiate between the two classes of flights available. Further, the airline is designed well with enough ventilation to give customers quality flights.
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