Services Marketing of Jetstar Airways: Service Blueprint, Servicescape Strategy, Complaint Process, Service Recovery Strategies, Capacity Management Techniques and Integrated Marketing Communications

The paper discusses the several aspects of Services Marketing of Jetstar Airways, which is a leading budget airline of Australia. The report examines and outlines the Service Blueprint and Servicescape strategy of Jetstar Airways. It also discusses about the complaint process followed by the Jetstar Airways and outlines about its Service Recovery Strategies. The report discusses about the capacity management techniques and the integrated marketing communications of the Jetstar Airways Pty Ltd.

Running head: SERVICES MARKETING
Services Marketing
Name of the Student:
Name of the University:
Author Note:

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Executive Summary
The paper discusses the several aspects of Services Marketing of Jetstar Airways, which is a
leading budget airline of Australia. The report examines and outlines the Service Blueprint and
Servicescape strategy of Jetstar Airways. It also discusses about the complaint process followed
by the Jetstar Airways and outlines about its Service Recovery Strategies .The report discusses
about the capacity management techniques and the integrated marketing communications of the
Jetstar Airways Pty Ltd.

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Table of Contents
Executive Summary.........................................................................................................................1
Introduction......................................................................................................................................3
Discussion........................................................................................................................................3
Service Blueprint.........................................................................................................................3
Servicescape Strategy..................................................................................................................5
Service Quality............................................................................................................................6
Complaint Process.......................................................................................................................8
Service Recovery Strategies........................................................................................................9
Managing Supply and Demand.................................................................................................10
Integrated Marketing Communications.....................................................................................11
Conclusion.....................................................................................................................................12
References......................................................................................................................................13

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Introduction
Jetstar Airways Pty Ltd., which also trades as Jetstar is an Australian budget airline
(Jetstar.com. 2018). The headquarters of the Jetstar Airways is in Melbourne, the capital of
Australia and the most populous city of Australia. The Jetstar is the fully owned subsidiary of
Qantas Airways, which is the largest airlines service in Australia . Jetstar was owned by Qantas
to provide low cost service and also to compete with Virgin Blue, which is also a low-cost airline
of Australia. The Jetstar Airways has an extensive domestic network operation and it also
provides international services from the Melbourne airport, which is the main base of the Jetstar
Airways. The secondary hubs of Jetstar Airways include the Auckland Airport, Brisbane Airport,
Sydney Airport, Gold coast Airport and Cairns Airport. The report outlines and examines the
Service Blueprint, Servicescape strategy, Service quality (based on the SERVQUAL scale),
Complaint process, Service recovery strategies, managing supply and demand and also examines
the integrated marketing communication.
Discussion
The report discusses, examines, outlines and defines the service blueprint of the Jetstar
Airways. It also discusses the servicescape strategy, service quality, complaint process, service
recovery strategies. The report also discusses how Jetstar Airways manages its supply and
demand and conducts its integrated marketing communications.
Service Blueprint
Service Blue printing can be defined as an important tool that helps in enabling the user
to devise a structure for viewing service improvement (Lim and Kim 2014). However, it is to be

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noted that the blueprinting does not guarantee success, it is a visual tool that is conceive in order
to provide valuable contributions to the service engineering process. The systematic and
organized process that that is used for developing new servicers is defined by the term Service
Engineering .Thus it can be said that the Service –Planning is a service planning help tool ,
which is used in order to develop a new innovating services and also to enhance the already
existing services. The quality of service processes is ensured by this method. This also helps to
provide training to the new employees or to show the clients the service cycle overview.
Figure 1: Service Blueprint of Jetstar Airways
(Source: Jetstar.com 2018)
The blue print of the services of the Jetstar Airways is shown in the above figure. The
figure provides the function of the front stage and back stage operation for the customers (Alter

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2013). There are many functions for the customers to be done. In the front stage function, the
team of airline addresses the customers and then during the security check functions, the team of
the airline checks the passengers. After the completion of security check, the Jetstar Airways
serves and greets their passengers .These all operations are done and completed in the front stage
of the Jetstar Airways. In the back stage the functions of operation includes the loading of bags
in the plane, pilot servicing and also involves remove\al of bags from the plane after the journey
is completed by the airline. Apart from these support process has been done by the airline, it
includes the online registration, registration system, metal detector and check plane function. The
line of visibility separates the actions, which are visible to the customers from the set of actions,
which are out of sight (Heinonen, Strandvik and Voima 2013). The line of visibility, front stage
and backstage activities and the key interactions between the passengers and employees of the
Jetstar Airways have been clearly depicted and explained in the Service Blueprint of the Jetstar
airways (Kirschenbaum 2013).
Servicescape Strategy
In order to emphasize the impact of the physical environment in which the process of
service is occurring, a model was conceived by Booms and Bitner, this model is called the
Servicescape .The Servicescape model is aimed to explain the behaviour of the people who are
present within the service environment . It is developed with the aim to design environment in
order to achieve the goals of the organization. The Jetstar Airways provides very good service of
air travel in affordable price in Australia. The company uses plus cost margin strategy in order to
price the services .The company is providing competitive pricing methods in order to provide
best services at affordable rates to gain an competitive edge against the competitors Virgin Blue ,
which also have a low budget subsidiary airlines ,Tigerair Australia. A symbol of star appears

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on Jetstar Airways. It has also several signs and arefacts in the airline, which are, present in the
airline in order to assist and guides the passengers in the airlines of Jetstar Airways.
Service Quality
The Service Quality (SERVQUAL) assess how the efficiency of the delivered service
that comply with the expectation of the clients (Basfirinci and Mitra 2015). Service business
operators like the Jetstar Airways often assesses the service quality that are provided to their
customers with the aim of improving their service and to identify and resolve the problems in
order to provide better satisfaction of the customers .
The SERVQUAL Scale is based on five dimensions that include tangibles, reliability,
responsiveness, assurance and empathy.
Dimension The SERVQUAL scale consists of five dimensions,
within each dimension there are several items
measured on the seven point scale
Tangibles  The Jetstar Airways possesses all the
modern looking equipment.
 The physical facilities and the
infrastructure in the airlines of Jetstar
Airways are visually appealing
 They maintain a neat and clean
appearance
 Materials associated with services
provided by the Jetstar Airways are

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visually appealing
Reliability  When Jetstar Airways promises a
service to any customer , they keep
their words
 In any case when the customers of
Jetstar Airways faces any problem ,
they exhibit a sincere interest to resolve
it
 They provide their service in the
promised time
 They insists on error free records
Responsiveness  The employees of Jetstar Airways
conveys their customer about the
services to be provided
 They provide prompt service to their
customers
 The employees of Jetstar Airways are
always willing to help and assist their
customers
 The employees of Jetstar Airways are
never too busy to respond to the

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requests of the customers
Assurance  The behaviour of employees of Jetstar
Airways instill confidence in the
customers
 The customers of Jetstar Airways feel
safe in their transaction s
 The employees are always courteous
with their customers
 They employees are knowledgeable to
answer the queries of the customers
Empathy  Jetstar Airways give their customer
individual attention
 They operate in the hours which are
convenient to the customers or
passengers
 The employees of Jetstar Airways
understand the specific needs of the
customers
Table 1: SERVQUAL Scale Table
(Source: Jetstar.com 2018)
Complaint Process
If the customers or passengers of the Jetstar Airways have any complaints regarding the
services provided by the Jetstar Airways, they can complaint to the Jetstar Airways through a

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complaint registration form expressing their dissatisfaction. In case of any queries and assistance,
customers and passengers can accesses the customer support through the phone numbers,
provided in the official website of Jetstar Airways. The complaints of the passengers or the
customers, which are submitted to the organization, are stored in their databases through their
official websites, the management view this records of complaints and dissatisfaction and try
their best to resolve their problems. Any complaints regarding the services of Jetstar Airways,
which are conveyed to the customer support are further forwarded to the management of the
Jetstar Airways so that that particular services can be improved by them. The feedbacks of the
customers are essential for the Jetstar Airways in order to improve their services that are
provided to their passengers or customers so that it does not result in any dissatisfaction among
the passengers or the customers (Filip 2013). It is necessary for Jetstar Airways to improve their
services considering the feedbacks and complaints of the customers in order opt compete with
other low budget airlines services like Tiger airways Australia (Gayathri et al . 2014)
Service Recovery Strategies
Service recovery involves the actions and the precautions that are taken by the company
in the case of failure in the services provided to the customers, in order to change the
dissatisfaction and perception of the customers. The service recovery plan should be supported
by the management of the company as poor or bad service can lead to the dissatisfaction among
the customers . If there is a failure in the services provided by a company , it would lead to the
negative impact on the company and the company is rated lower in comparison to the
competitors in the market . There are several number of strategies which the company can follow
by which they can obtain a successful service recovery (Casidy and Shin 2015). The decision-
making powers, judgment of employees and the actions are the key factors on which the

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successful recovery depends. The service recover process is very important for the airline
industry .An effective service recovery plan have many advantages and it is crucial to control the
failures of services and it also helps in minimizing dissatisfaction of the customers and aids in
building a strong relationship with the customers. The Jetstar Airways is one of the leading low-
budget airlines in Australia. The Jetstar Airways is deemed as the cost effective and affordable
for travelling by the customers. The Jetstar Airways have am appropriate service recovery plan
that they follow in order to help the company to curtail the dissatisfaction of the customers and
also improve the quality of services. The service recovery strategies of Jetstar Airways are as
follows:
 Identification of Problems - Jetstar Airways identifies the source of problem in service.
If there is major problem in the service, it can lead to dissatisfaction among customers
(Tsyganskiy et al. 2013) .The problems associated with the Jetstar Airways varies from
price, quality, employee behaviour, booking services, errors in website and many
others .Jetstar Airways identifies these problems and tries to solve it so that it can offer
better service to the customers.
 Recovery of problems – The main focus of Jetstar Airways is to recover the problems.
After the problem is identified, they are solved without any delay (Chou 2015). Jetstar
makes sure that the problems of the customers or passengers are recovered or solved
promptly to maintain its good image in the market and to gain a competitive edge over its
competitors
 Providing Alternative Options- Jetstar airways in order to create convenience for the
customers provides with alternative options until the problem is resolved. They also try to
ensure that the alternative options provided to the customers are effective so that they are

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able to make the customers or the passengers happy. The aim of the company, which it
primarily focuses on, is the satisfaction of the customers.
Managing Supply and Demand
The process of planning the resources that are required in order to meet the demands in
business defines the capacity management (Breitgand, Rochwerger and Satran 2014). The
capacity management techniques involve capacity forecasting, monitoring, planning and analysis
of the performance.
In order to combat the issues of variation in demand, Jetstar Airways have adopted the
capacity management techniques in order to meet the demands of the customers in an efficient
way. The Jetstar Airways uses the Yield Management techniques, which involves the
segmentation of customers markets and also it charges different prices to different segments in
such a way so that the capacity can be utilized fully and at the same time maximizes the revenue.
Jetstar Airways mainly use it during pre-bookings of the customers. Many times Jetstar Airways
book a number that exceeds the capacity of the airline, this is done because people tend to cancel
bookings. This technique helps Jetstar Airways to adjust its capacity by stretching their
capabilities in order to match the demands of the customers.
Integrated Marketing Communications
The Jetstar Airways uses some unique strategies to communicate its services to the target
customers. Some of the strategies of Jetstar Airways are as follows:
 The Jetstar Airways has dedicated team that manages the social media channels of the
passengers and customers who share their pleasant experience on social media
platforms .The team monitors the customer behaviour and offer real-time responses .This

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increase the reach of the organization and through social media channels they market
their brands to the target markets.
 The Jetstar Airways sends dedicated mails to communicate with their potential customers
about their services and any improvements in their services. They also convey the
customers or the passengers when they offer premium reward services like offering extra
miles to their customers.
 They also use various advertisement channels and other mass media channels like
newspaper and news channels to promote their services to the customers and target
markets .
Conclusion
After analyzing the report that examines several aspects of the Jetstar Airways Pty Ltd., it
can be said that Jetstar is the leading budget airline in Australia. From the blueprint of the Jetstar
Airways, it can be said that they have managed both the front stage and the backstage functions
effectively and efficiently. It is evident from the SERVQUAL scale that they provide service to
the customers or passengers efficiently. Jetstar Airways also provides the provision of lodging
complaints for their customers or passengers. They have well developed and organized service
recovery strategies. They follow proper capacity management techniques that are useful to adjust
the capacity to match customer demand. Jetstar Airways Pty Ltd. also has well defined strategies
for communicating its service offerings to the potential target markets and the customers.

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References
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Basfirinci, C. and Mitra, A., 2015. A cross cultural investigation of airlines service quality
through integration of Servqual and the Kano model. Journal of Air Transport Management, 42,
pp.239-248.
Breitgand, D., Rochwerger, B. and Satran, J., International Business Machines Corp,
2014. Policy-driven capacity management in resource provisioning environments. U.S. Patent
8,732,310.
Casidy, R. and Shin, H., 2015. The effects of harm directions and service recovery strategies on
customer forgiveness and negative word-of-mouth intentions. Journal of Retailing and
Consumer Services, 27, pp.103-112.
Chou, P.F., 2015. An analysis of the relationship between service failure, service recovery and
loyalty for Low Cost Carrier travelers. Journal of Air Transport Management, 47, pp.119-125.
Filip, A., 2013. Complaint management: A customer satisfaction learning process. Procedia-
Social and Behavioral Sciences, 93, pp.271-275.
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Using Customer Feedback and Analyzing Customer Behavior. International Journal of
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Heinonen, K., Strandvik, T. and Voima, P., 2013. Customer dominant value formation in
service. European business review, 25(2), pp.104-123.

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https://www.jetstar.com/au/en/home [Accessed 16 Oct. 2018].
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