Jetstar Airline Quality Evaluation

This assignment evaluates the service quality of Jetstar, a low-cost airline. It analyzes how Jetstar manages customer complaints regarding service issues, emphasizing their approach to complaint resolution. The report also examines Jetstar's integrated marketing communication (IMC) strategies, particularly focusing on their recent campaigns and the integration with previous efforts. Despite challenges in maintaining service quality for budget-conscious travelers, Jetstar strives to address customer concerns effectively.

Running Head: Service Marketing
Service Marketing

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Contents
Introduction......................................................................................................................................1
Service blueprint..............................................................................................................................2
Servicescape strategy.......................................................................................................................3
Service Quality................................................................................................................................4
Complaint handling process and service recovery..........................................................................5
Managing supply and demand.........................................................................................................6
Integrated marketing communication..............................................................................................7
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

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Introduction
A budget airline refers to as the low-cost carrier or airline. LCC airline does not provide most of
the outdated services provided in the fare that results in the lower fares and the fewer comforts.
Jetstar Airways private limited is an Australian low-cost airline, having headquarters in
Melbourne. This airline is the whole subsidiary of Qantas which is created to give the
competition to the other airlines like Virgin blue (Jetstar, 2017). The company carries 8.5% of all
the passengers who visit in and out of the Australia. The aim of the Jetstar Company is to offer
the low fares to the people so that they can fly to more places.
(Source: Jetstar, 2017)

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Service blueprint
A service blueprint is an operational planning tool that delivers the guidance on how a service
will be provided. This is a technique used for the service design and innovation by the company
(Polaine, Løvlie, and Reason, 2013). Jetstar Company also uses services blueprint technique that
shows the services provided by the company.
Customer Make
Reservation
Arrival at
airport
Security
check
Board
plane
Exit
Plane
Pick up Luggage
and leave the
Airport
Contact
process
On
Stage
Back
Stage
Great and
Take bags
Check
Passengers
Great
Customer
Send-off
Customers
Load bags
on plane Remove
bags
Support
Process
Online
Registration
Registration
system
Conveyer
Belt
Metal
Detector Conveyer Belt

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This is the service blueprint plan for the budget airline. This service blueprint diagram shows that
the company has divided the processes into the 3 categories such as customer, Contact process
and the support process.
Servicescape strategy
Servicescape is a model that is developed by the Booms and Bitner to emphasize the impact of
the physical environment in which a service process takes place. Jetstar Company also follows
the servicescape strategy. The corporate strategy will help in advancing the understanding of the
service. The servicescape strategy for the airline consists of both exterior and interior. Talking
about the facility exterior, the airline company provide certain physical facilities to the customer
such as exterior design, parking, landscape, surrounding and environment. The interior physical
facilities consist of the Equipment, layout, air quality and music (Maeng, and Park, 2015). Jetstar
provides the facilities such as waiting area, check-in-kiosks, airline gate area, security screening
area and the catering facilities. These are some of the facilities which airline should provide to
the customers to enhance the experience with the airline. These services enhance the customer
experience and meet the customer expectations which ultimately result in the customer
satisfaction (Kuhn, Spies, and Petzer, 2015). The airline does make sure that they provide the
facilities in the airline regarding the comfort of the seats, length of the seats and the leg room.
Though, for maintaining this service the airline owner needs to expand more so that they can
make the experience of the passengers memorable.

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Service Quality
The service quality refers to as the assessment of how well the services are delivered to meet the
client’s expectations. The Jetstar airline operator uses the concept of the GAPS model which
helps them in bringing the improvement in the service they are providing to the customers.
(Source: Zurich, 2017)
GAPS model consist of the Customer Gap (Expected service- perceived service).
 The gap between the customer expectation and management perception. Jetstar airline is
able to satisfy their passengers by providing them the favorite in the price of the tickets.
Though, over the passengers who are expecting the delight services in terms of the
physical evidence might be missing this create the customer gap.
 The gap among the service quality specification and the management perception. The
management of the Jetstar airline knows the requirement of the customer but then also
they are not able to fulfill requirement due to the lack of the resources. These resources
restrict the airline company to perform well in the market.

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 The gap between the service-quality specification and the service delivery. In the airline
company, the employees might be poorly that affect the quality of the services that the
Jetstar is willing to provide to their passengers. This how the airline will not be able to
meet the expectations.
 The gap between the service delivery and the external communications. Sometimes the
customer gets affected by the statement made by the Jetstar airline representatives. The
external communication affects the service delivery.
 The gap between the perceived services and the expected service. This gap occurs when
the customer of the airline misperceives the service quality provided by the company to
meet the expectations of the customers. This doesn’t mean that the company is not able to
fulfill the expectations of the customers.
The above customer gap shows that the company can easily fulfill the customer expectations by
providing them the quality in the services they are providing. The company should provide
proper training to their employees and should communicate the right message. Though, it is a
time-consuming process to fulfill the gap and company also take the right steps to accomplish
the objective of the filling the gap.
Complaint handling process and service recovery
The airline should follow the effective way of handling the customer complaints.
Listen clarify Explain Appologize Agree

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This is the way of handling the complaint, first comes listen, at an airport while receiving any
compliant the employee should listen to the complaint calmly and with sympathy. To clarify the
same the employee of the airline should repeat concern of the customer. After clarifying the
complaint service provider should make the customer aware of the cause of the problem.
Apologize to the customers when the problem caused because of the airline internal activities
which make the customer disappointed (Bougoure, Russell-Bennett, Fazal-E-Hasan, and
Mortimer, 2016). The employee should take the prior authorization before proceeding to the next
settlement. Take action to implement the solution once the customer gives the approval. Though,
for conducting the whole process the airline need to give training to their employees. With the
proper handling of the customers, a compliant airline will be able to satisfy the customer.
Service recovery plays a vital role in achieving the customer satisfaction. The service recovery is
an action which is taken by the company to retain the customers and for that, the company
implements the strategies for an effective remedy to safeguard the trust of the customers towards
the Jetstar airline (Jareankieatbovorn, and Cohen, 2016).
Managing supply and demand
Managing the demand and supply of the product and services is the challenge for the service
manager of the airline. It is must for the company to understand the demand of the customer for
the quality services and according to that, the airline should provide the services to the customer
(Heizer, 2016). Different customer demand for the different services from the company, it must
for the service manager to understand the service need according to the demand of the customer.
The Jetstar airline manager should manage the demand and supply after understanding the
severity of the requirements.

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Integrated marketing communication
IMC is a process that ensures that all forms of message and communication are linked together.
IMC is the dominating by the mass media advertising, through which Jetstar airline can easily
connect with the customers (Cornelissen, and Cornelissen, 2017). The customers are also willing
to get in touch with the company as they want to know more about the products and services
airline is providing. The last campaign which was started by the Jetstar airline was “Choice,
Choice, Choice” has been developed as one more campaign called “Low fares are just part of the
story” which is providing improved products and services. To enhance the advantage of the
marketing company integrated it with the previous campaign. Though, it is a very expensive
process for the low-cost carrier airline.

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Conclusion
The report talks about the evaluation of a budgeted airline. The budget airline selected for this
evaluation is Jetstar. It shows that how Jetstar airline is able to manage the quality of the services
it is providing to the customers. Though it is a challenge for the company to deal with the
customers who are facing the issues with the quality of the services but still company handles the
complaints nicely.

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References
Bougoure, U.S., Russell-Bennett, R., Fazal-E-Hasan, S. and Mortimer, G., 2016, The impact of
service failure on brand credibility. Journal of Retailing and Consumer Services, 31, pp.62-71.
Cornelissen, J. and Cornelissen, J.P., 2017, Corporate communication: A guide to theory and
practice. Sage.
Heizer, J., 2016, Operations Management, 11/e. Pearson Education India.
Jareankieatbovorn, N. and Cohen, G., 2016, June. An investigation of service failure attributions
on the relationships between service recovery strategies and marketing outcomes. In 4 th
International Conference on Contemporary Marketing Issues ICCMI June 22-24, 2016
Heraklion, Greece (p. 448).
Jetstar, 2017, About us, viewed on 4th October 2017, http://www.jetstar.com/au/en/about-us
Jetstar, 2017, Flights, viewed on 4th October 2017, http://www.jetstar.com/au/en/flights
Kuhn, S.W., Spies, H. and Petzer, D.J., 2015, Online servicescape dimensions as predictors of
website trust in the South African domestic airline industry. Southern African Business Review,
19(1), pp.44-71.
Maeng, H.K. and Park, J.W., 2015, A study on the effect of the physical environment in an
airplane on customer loyalty. Journal of Airline and Airport Management, 5(2), pp.81-100.
Polaine, A., Løvlie, L. and Reason, B., 2013, Service design. From Insight to Implementation,
p.202.
Zurich, L.B., 2017, Service Operations and Management.

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