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

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

1SERVICE MARKETING
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.

2SERVICE MARKETING
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

3SERVICE MARKETING
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