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Services Marketing Management Assignment

   

Added on  2020-05-16

14 Pages4134 Words38 Views
RUNNING HEAD: Services Marketing Management 0THAI AIRWAYS NTERNATIONAL PUBLIC LTD.Services Marketing Management

Services Marketing Management 1ContentsProcess improvement.................................................................................................................2Purpose:..................................................................................................................................2Application:............................................................................................................................3Limitation...............................................................................................................................4Human aspects...........................................................................................................................4Purpose...................................................................................................................................4Application.............................................................................................................................4Limitation...............................................................................................................................6Managing resource capability....................................................................................................6Purpose...................................................................................................................................6Application.............................................................................................................................6Limitation.............................................................................................................................10Conclusion................................................................................................................................10References................................................................................................................................11Appendix..................................................................................................................................13

Services Marketing Management 2Thai airways is a public limited company of Thailand. It operates domestic, regional and international flights. The company started it’s operations in 1960. It was established as a joint venture between Thailand’s domestic carrier, Scandinavian airlines and Thai airways company. It’s first intercontinental services were started in 1971. The company got listed in July, 1991. Process improvementPurpose:The service process improvement creates the best customer experience and outcomes. It is essential in Thai airways to manage cost and quality in every single process from start to finish and provide good quality to passengers. Service process improvemet has a great role in bringing customers back and use services on regular basis. The service process is an important part of operation and binds employees, material, equipment and customers together. Thai airways monitor it’s service process to ensure that process are effectively designed to attain customer satisfaction. The philosophy of Thai airways is to offer finest service to passengers with maintaining highest standard of service. It can be accomplished byit’s services. The company aims to improve process improvement by four V’s such as .volume dimension, variety dimension, variation in demand dimension and visibility dimension. The improvement in process increases the number of sales. Improvement brings

Services Marketing Management 3better results in the productivity. The company has further expanded services by providing Wi-Fi internet services to use laptop, smart phones or tablets. Application:It explains how That airways makes use use of 4V theory in it’s business. Volume dimension (Low): The volume dimension is an amount of services which have been produced for customers. Thai airways is one of the famous companies of airways which provide the best travel experience to customers. It provides high volume of service based on the booking class codes reserved(Kowalkowski, et. al. 2015). The volume of operations is the key how business is organised. The competitive price fares are provided for all classes. The programme designed by company enables small and medium size companies enjoy significant saving at the time they travel with Thai (Grönroos & Gummerus, 2014). The employeees perform a variety of tasks which results in higher unit costs. Variety dimension (High): The Thai airways has service to 35 countries and popular destinations. The services provided through Thai airways is standardised. It provides more convenience to customers through reservation, instant payments, electronic tickets, coupon serial and easy refunds. The reservation can be made before 6 hours and maximum of 11 hours. Thai provides standardised services in every country (Nilsson & Ballantyne, 2014). The refund can be made at any Thai city ticketing office. Other than the airline business Thai has other related business which contains passenger services, pre and post flight preparation, aircraft fuel service, travelling support service, aircraft maintenance service and duty free products. The process of company is smooth not complex. Variation in demand dimension (Low): The customers who once travel from Thai airways like to travel often from Thai airways only. The company meets customer requirements in an appropriate manner. It creates strong culture of organisation by bringing out the best from it’semployees. Thai can forecast the number of customers coming and availing services. Therefore, the company makes enough arrangement for the customers (Hutchinson, et. al.2015). It supervises the business acording to the international standards to generate sustainable growth. Visibility dimension (High): Thai airways have 21998 employees operate in 35 countries to provide service and take care of employees. Thai airways serves a holistic freight for domestic and international flights. It focuses on the standard, safety and convenience of

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