Service Marketing: Qantas Airlines

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MARKETING
Service marketing
4/9/2019
Student’s name

Service marketing 1
Service marketing
Service marketing is broadly categorised the marketing strategies which majorly focus on
selling anything that is not in physical terms. Service marketing organisation provides various
services by the use of various services marketing strategies and they are classified into two
broader terms one of B2C business to customers and another is B2B business to business
(Huotari, and Hamari, 2012).
Overview of company
Qantas airlines one of the well-known Australian domestic and international airlines which
was founded in the Queensland in 1920 which is widely regarded as the world’s longest
distance airline and one of the strongest brands in Australia. Their reputation was built on the
basis for been excellence in safety, operational reliability, maintenance and lastly customers
services (Zhang, Wang, and Fu, 2017).
What are services?
In terms of services, it is a bundle or a package of different services likewise, tangibles and
intangibles, which together forms the services. The main service or the core services are
referred to peripheral services, and supplementary services, which are the part of service
package and helps in making the organisation competitive those other firms. Services can be
core, supplementary and augmented services.

Service marketing 2
Core services
For a Qantas airline business, the core services are to transport the passengers’ from point of
origin to the ultimate destination. Other than this, the passengers’ who are travelling through
airways the core requirements is to be transported fast, safely and comfortably.
Supplementary services
In terms of supplementary services, updating the information regarding the flight schedules,
ticket fares, promotion scheme, new policies and the system setup are made available to the
ultimate customers are considered as the supplementary services. (Lovelock, and Patterson,
2015)
Augmented services
The augmented services in general help in exceeding the customers’ expectations. As Qantas
airline is well known for its quality of the experience provided. Hence, in terms of augmented
services aspect, Qantas airline provides baggage handling facilities, on board food, on board
entertainment, reservation systems, post flight customers care services, airport desk and lastly
on board flight assistance (Simplicable, 2017).
Qantas Core
services:
Being transported,
fast, safety and
comfortably
Qantas
Supplementary
services
Informatio
n
Consultation
Exceptions
Order -taking
Hospitality
Billing
Qantas Augmented
services
Post- flight
customer care
On- board
food
On- board
flight
assiatance
Reservation
system
On-
board
entertai
nment
Baggage
handling