Marketing Services for Qantas Airways: A Study on Service Offering and Blueprint

This study focuses on the service offering and blueprint of Qantas Airways, Australia's largest domestic and global airline. It analyzes the supplementary and augmented services offered by the airline and the marketing services needed to enhance customer satisfaction.

MARKETING SERVICES
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Introduction
Qantas airlines are founded in the Queensland location in the year 1920, that has tended to
grow as Australia's largest domestic and global airline. The airline is registered as the
Queensland and Northern Territory aerial services. However, the airline industry is now
broadly known as the world's largest long distance service airline with one of the strongest
brand name in Australia (Qantas, 2018).
The major service of Qantas is to transport customers through the use of two complimentary
airline brands- Qantas and Jet Star. Apart from these they also offer subsidiary business
services consisting of airlines, business and different markets such as Q catering. In this
context, the brand functions in regional, local as well as international services. Moreover, the
group’s boards portfolio related to subsidiary business entails from Qantas Freight
organisation to Qantas frequent flyer (Annual Report, 2017).
Figure 1: Service offering diagram
(Source: Qantas, 2018)
Augmented service
Qantas Airways are the most popular airlines in Australia known mostly for delivering a
quality experience to the customers. In this study, a flower of service theory has been applied
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Qantas
Transport
Customer
s
Local
Airline
Service
Internatio
nal
Services
Airline
Maintena
nce
Service
Regional
Airline
Service
Q
Catering

to break down all the supplementary and core services of the organisation consisting of the
original flight in comparison to their competitors.
In this context, it will be observed from the service offering diagram that the organisation
and its working partners including airport employees, assisting vehicles to have to give a lot
a efforts and resources for maintaining the supplementary services while the original flight
services has a small part in delivering international, local regional services (Annual Report,
2017). These facilitating services are important and are considered most by the customers in
terms of hygiene. Therefore, if the organisation fails to satisfy the customers in terms of
hygiene for which the customer is paying. The company may lose its brand loyalty and
popularity.
Figure 2: Supplementary service offering diagram
(Source: Annual Report, 2017)
The pre-service
This service refers to the price that customers pay while booking the flight including the
supplementary services. The core service is the transportation from location to other.
However, all the other services related to the core services are signified as supplementary
services. These following steps are important for offering service before the customers
boarding of flight.
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Core
Service Safe
And Fast
Transportat
ion
Website
Airport
Longe
Reservatio
n System
On Borad
Entertainmn
et
On Board
Support
System
Baggae
Handling
Airport
Desk
On Board
Meal

Information collection
This specific process starts with the collection of information before attending the airline.in
this context, it is necessary for the airline to promote effectively for helping the customer in
differentiating the service from their competitors.
Consultation
After booking the flight tickets, it is necessary for the agent to consult with the customers
about the required information. Process in travel agencies may be higher than the online
booking. Therefore, agents are required to consult and clarify the query of the customer
before as well as after the flight transportation.
Service process map/blueprint
Service process map or a blueprint provides a way or medium to encourage communication
between the functions and the marketing effort taken by the organisation that in turn helps to
highlight the significant issues that may take place within the organisation.
In this context, the Qantas marketing and communication group covers a broad area of remit.
The department of marketing and communication consists of a specialised area for marketing
and team of sponsorship (The Economist, 2018). Moreover, the department has a group of
corporate communication that helps to manage media relation and companywide internal
issues with the communication expertise that are present throughout the organisation.
Breaking down method of the Qantas service
Here, in this, a detailed illustration of all the actions will be needed to complete the process of
service from the starting till the end. However, in order to simplify the process of service the
customer reservation process has been highlighted:
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Figure 3: Service process Map of Qantas
(Source: Qantas, 2018)
In this, the first step the customers take is to seek information about the details of the flight
from the internet sources. From the part of the organisation, it indicates that the IT system has
been set up in integration with the online web application for appending the internal system
of booking (Financial Report, 2016). Therefore, when the customers decide to avail the flight,
they can pay with the help of their credit card through the internet.
After having completed this process, the customer goes to the airport through a private car, or
by a public transport service or a shuttle service. In the last case, the airline organisation
needs to plan and manage the information about the supplementary services informed to the
customers. After the customers visit the airport they need to check in within the desk of
check-in (Hinnen et al. 2017). The informative system present there helps the customer with
that. Thereafter, the check process of the customer’s luggage is being checked along with
their documents, printouts and boarding pass along with the tag for the luggage. This process
is being done with a lot of propelling present in the airline. After the check-in process, the
customer needs to go through security control and personnel check of hand baggage. After
this check-in process, the customer can board the flight enjoying the supplementary services
till the transportation are over (The Economist, 2018).
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Figure 4: Service process Blueprint
(Source: Hinnen et al. 2017)
Conclusion
Therefore, from the above study, it is evident that Qantas service offering entails from
supplementary and augmented service. The entire process of blueprint and service of the
company is complicated as there are ranges of services used. Customers have to pass all these
processes for boarding the flight in support given by the attendees and agents of the company.
These are associated with the marketing services that are needed to be effectively provided to
enhance the satisfaction of the customers.
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Reference list
Annual Report (2017) Home: Positioning For Sustainable Growth. Available at:
http://investor.qantas.com/FormBuilder/_Resource/_module/doLLG5ufYkCyEPjF1tpgyw/
file/annual-reports/2017AnnualReport.pdf [Accessed 12/08/18]
Financial Report (2016) Home: Qantas Limited Airways and Control Entitles. Available at:
https://www.asx.com.au/asxpdf/20170223/pdf/43g733cqz83lft.pdf [Accessed 12/08/18]
Hinnen, G., Hille, S.L. and Wittmer, A., (2017). Willingness to Pay for Green Products in Air
Travel: Ready for Take‐Off?. Business Strategy and the Environment, 26(2), pp.197-208.
Qantas (2018) Home: Australian Domestic Airline. Available at:
https://www.qantas.com/au/en/flight-deals/domestic.html [Accessed 12/08/18]
The Economist (2018). Qantas starts flying non-stop between Australia and London. [Online]
Available at: https://www.economist.com/gulliver/2018/03/27/qantas-starts-flying-non-stop-
between-australia-and-london [Accessed 9 Aug. 2018].
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