Service Marketing: Qantas Airlines

This article discusses service marketing strategies and focuses on Qantas Airlines as a case study. It explores the concept of services, core, supplementary, and augmented services, and provides an overview of Qantas Airlines' services.

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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

Service marketing 3
.Qantas service process map/ blue print
The first and the foremost process is bit time consuming. After that company clarifies about
the moving up to the checking desk, at this time people keep their luggage and keep an
update about their boarding pass, documents, and barcode tags on their luggage. When
luggages are checked and are sorted (Wu, and Cheng, 2013). Then, customers goes to the
security control, here the customers hand bags and the various others things are checked and
further when security check is done then, customers goes to the gate where Qantas airlines
employees check the boarding pass of the customers then customers leave for the bus and
then they finally reaches to their ultimate flight. By this, there are the numerous services,
which the customers faced (Zhang, Wang, and Fu, 2017). Augmented services likewise, on
board services for that while entering inside the plane the crewmembers is ready to welcome
their customers and helps them in settling, assistants also provide the on- board entertainment
services such as newspapers, headphones, foods, drinks, movies, music so that the passengers
can enjoy (Hunt, and Ivergard, 2014).
Reservation
are done at
first
Security
and
checking
is done
Pick up
Luggage
and
leave
the
Airport
Boarding
Arrival
point of
airport
ExitConsumers
Send-off
Customers
Great
Customer
Checking
of
Passengers
Hail and
carry bagsOn Stage
Back
Stage
Contacti
ng
process Load
luggage
bags in
flight
Online
Registration
Registration
system
Remove
luggage
bags
Supporting
Process Conveyer BeltMetal
Detector
Luggage
checked
on
Conveyer
Belt

Service marketing 4
Conclusion
From the above report, we can conclude that there are three major types of services, which
are classified as core, supplementary and augmented services. Core the most the most basic
and the important services, which is needed to be provided by every organisation to their
ultimate customers. Other is the supplementary services, which majorly highlights about the
information and the consultancy aspect are considered. Lastly, the augmented services which
mainly highlights about the further and extra services to an ultimate customers.
Secondly, this report highlights about the service providing company, which is Qantas
Airlines, one of the well-known airline company of Australia. Their services are also
segmented into core, supplementary and augmented services. This is all illustrated through
proper diagram and various services provided to the ultimate customers.

Service marketing 5
References
Hunt, B. and Ivergard, T., (2014) Designing service excellence: people and technology. CRC
Press
Huotari, K. and Hamari, J., (2012) October. Defining gamification: a service marketing
perspective. In Proceeding of the 16th international academic MindTrek conference (pp. 17-
22). ACM.
Kawamori, T. and Lin, M.H., (2012) The way of offering vertically differentiated airline
services. Operations Research Letters, 40(5), pp.374-377
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
Simplicable.(2017). 9 types of augmented products [Online] Available from:
https://simplicable.com/new/augmented-product [Assessed 9/04/2019]
Wu, H.C. and Cheng, C.C., (2013) A hierarchical model of service quality in the airline
industry. Journal of Hospitality and Tourism Management, 20, pp.13-22
Zhang, Y., Wang, K. and Fu, X., (2017) Air transport services in regional Australia: Demand
pattern, frequency choice and airport entry. Transportation Research Part A: Policy and
Practice, 103, pp.472-489