Service Marketing Analysis Structure

Running head: SERVICE MARKETING
SERVICE MARKETING
Name of Student
Name of the University
Author note

SERVICE MARKETING1
Table of Contents
Introduction..........................................................................................................................2
Discussion............................................................................................................................2
Company overview..........................................................................................................2
Identification of issues related to customer satisfaction..................................................3
Solution to the customer satisfaction problem.................................................................5
Immediate response to the crisis scenario for domestic customers.............................6
Immediate response to the crisis scenario for international customers.......................6
Additional benefits to passengers................................................................................6
Conclusion...........................................................................................................................7
References............................................................................................................................8

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Introduction
Service marketing refers to marketing process based on value and relationships. Service
marketing is usually done for marketing wither a product is a service (Kei 2019). Service
marketing is different from marketing of goods because of its features which includes-
intangibility, perishability, inseparability and heterogeneity (Barrows 2018). Service marketing
can be of different types based on the end user and therefore it can include- service marketing of
business to business, consumer service marketing, and industrial service marketing. In other
words, service marketing includes the promotion of activities undertaken by a company for its
customers or for other businesses (Chitty, D'Alessandro and Gray 2019). Therefore service
marketing includes a number of facilities including-rental cars, and wellness treatments and
various others. Service marketing is all about managing good relationship as compared to
traditional marketing approach (Chivandi, Samuel and Muchie 2019). Moreover it is important
for the service providers to carry out effective service marketing for the purpose of attracting and
retaining the customers. The Company selected for the case study is Qantas Airlines. The main
aim of the paper is to identify a service marketing failure of the company and provide a solution
to the same. The paper will therefore discuss about the identified service marketing failure and
provide an innovative solution for the same.
Discussion
Company overview
Qantas Airlines is the largest airline of Australia measured by its fleet size and it supports
international destinations and flights. It is considered to be one of the oldest airlines across the
globe. The QANTAS airlines is an acronym for Queensland and Northern Territory Aerial

SERVICE MARKETING3
services and if often called as the flying Kangaroo. It occupies about 65% share of the domestic
Australian flight and about 14.9% of all international flights. And Qantas airlines own the Jetstart
airways which is one of the low cots airlines operating both nationally and internationally. Some
of the major hubs and sub hub of the airlines includes- Brisbane airport, Sydney airport,
Melbourne Airport and Adelaide airport and also the Perth airport (Jiang and Zhang 2016). The
airlines have got an operating revenue of about 17.96 billion dollars and has a total of about
30,179 employees. The vision of the company is to become the leading choice for those
customers who have specific needs, and want a hassle free and comfortable experience and that
will also provide safety as an utmost priority (Cho and Bae 2017). It is one of the strongest
Australian brands and are known for their operational reliability, safety, customer service and
engineering and maintenance. The main business of the Qantas group is customers transportation
with the help of complementary airline brands.
Identification of issues related to customer satisfaction
The problem faced by Qantas airways in the year 2011 is a classic case of customer
satisfaction and service failure along with inappropriate staff management. This is so because
service products have three main elements that affects the customers satisfaction and determines
their loyalty (Othman et al. 2019). These three elements includes the core, the supplementary and
the delivery process. The core includes- main activities undertaken by the company to satisfy its
customers and it is usually provided by all companies, the supplementary services adds value to
the customers experience and the delivery process included the way the services were delivered
to the customers including the core and supplementary services (Lee, Patterson and Ngo 2017).
The facilitating factors or services includes- the ability of an organization to keep its customers
informed, the ability of an organisation to take order efficiently, the ability of an organization to