Reflective Essay: Service Marketing and Virgin Australia Analysis

This reflective essay analyzes the service management of Virgin Australia, examining both front-stage and back-stage operations. The essay explores various aspects of the airline's service delivery, including customer care, online booking systems, support vehicles, security checks, kitchen servi...Read More

HOLMES INSTITUTE
FACULTY OF HIGHER EDUCATION
UNDERGRADUATE PROGRAM
SUBJECT OUTLINE
HC2112 Services Marketing & Relationship Marketing
Trimester 2 / 2017
Holmes Institute is committed to providing the highest quality education
in a dynamic, student-centred learning environment. Holmes Institute fosters in its
students rational thought, intellectual integrity and social responsibility.
www.holmes.edu.au
Individual Reflective Essay
Student Name: Student ID:
Subject Name: Services Marketing & Relationship Marketing Subject ID: HC2112
Date Due: Professor Name:

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Introduction
Virgin Australia is a popular airline company of the country Australia. It has been founded in the
year 1999. From 1999 to till now the services of this organization has impressed the customers.
The head quarter of the airline has been situated in Bowen hills (Kleinschmidt, 2017). The
service of this company has been planned successfully as well as the overall culture of the
service has made to satisfy the customers. The airline has a well-integrated back-stage and front
staged operations that caters to its customers. Customers are the key driving force for catering to
services of the airline. Along with this the foods of Virgin Australia is very satisfied and
hygienic. The scope of this current essay depicts back stage, front stage operations for the
particular organisation utilizing reflective methods.
Analysis
Virgin Australian airline is very popular airline among the other airline available in Australia.
They give proper service to their customer. The company or airline has several promises towards
their passengers. I personally feel the backstage services of this company are very impressive
and with the help of backstage service, they have got successful to satisfy the customers
(Schaefer, 2017). However, backstage service is the services, which cannot be seen by the
customers, but they can experience the services thus the customers directly do not have link with
the services. I have seen that the company is more focused on their customer care services as
they always try to connect with their customers. Whenever the customers or passengers need any
kinds of help they can call the airline company (Busuttil, 2017). On the other hand, they also
have the service of booking tickets as well as communicating with the airline through internet.

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Their customer is also very satisfied with their services. They maintain their front stage as well
as back stage service very efficiently. In terms of their front stage of services I have identified
many things, such as they give proper facilities to the customer when customer needs their help.
Most of the customers buy airline ticket online. So the company put good web based application
for the customer as well as they main their overall service as well. This interaction is totally
manages by the bank (Ayres, 2017). There can be some gap in this process. After that I have
identified that they maintain support vehicles for their customer. Here the company informs the
customer where the luggage needs to be load. I have also identified that after the check it process
they go through the security control. All the documents of the customers have been checked this
in this process (Ybema, 2017). This process is mainly ensured efficiency and effectiveness.
Thus, in terms of the backstage services the kitchen services can come across. As I was working
in the company so that I could see the overall services clearly so that I have noticed that the
management authority of Virgin Australia has the motive to providing good services to the
customers in low cost (Sinkeviciute, 2017). The company also offers their passengers to choose
the ticket ranges but at first, they do not have this facility. Later the company has improved these
services and these all-backstage services are managed by the whole management authority
(Andersson, 2017). Then the offer bus service for get them to the actual plane. I have also
noticed that they maintain their front stage services very efficiently. They also give services of
the shops, bars and lets. They are mainly focusing on the customer satisfaction rather than the
supplementary services. In front of the plane’s door they offer mobile stairs to get people on the
plane. Also their luggages have been loaded on that time. The crew is ready to welcome the
customer (Schaefer, 2017). I have also identified that cabin crew is ready to solve all customer
quarries in an efficient way. Coats and hand baggages of the customers are also take care by the

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cabin crew. Hospitality is very important in the front services of the Australia virgin airline
company. I have also seen that they mainly focuses on give super services to the customer rather
than other services. These are extremely helpful for the company to manage the customer
interaction as well as give proper services to the customer. These are not strictly part of the
airline experience and but still it makes the airline service better (Stickdorn, 2016).
Figure 1
Sources: (Andersson, 2017)

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Service encounter is very important for any kinds of company as with the help of the service
encounter the company can provide good services to their customers. Basically, service
encounter can be identified as the opportunity in terms of providing the customer satisfaction so
that it is very important aspect for Virgin Australia as well. the overall quality of the services can
impressed the customers in a proper manner (Ybema, 2017). Thus, it can be stated that when the
customers will be satisfied with the help of the services or service encounter they can become a
permanent customer of the organization. As per my opinion in terms of the service encounter the
company always needs to identify the demands or the needs of their consumers so that they can
effectively bring services for satisfying them. It is very important part for Virgin Australia to
impress their passengers with the services by multiple interactions as well as high quality of the
services. The service manager of the airline wants to deliver effective services in low cost and to
earn high profit (Sinkeviciute, 2017). As when the company can manage their services or service
encounter properly they can definitely impress the customers and gain their profits also.
However, the customers always want to control the service encounter as they want to derive most
of the benefits from this. On the other hand, the service provider of Virgin Australia wants to
make their work or services manageable and less stressful by controlling the behavior customers
with their services. Therefore, I personally think that service encounter has very significance role
in the profits of the Virgin Australia (Ayres, 2017). .
Conclusion
In terms of the managerial implications it can be seen that the company Virgin Australia has
several services which impress the customers very much (Mustak, 2016). Managerial implication

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is the process which can be helpful for the company to develop the services as per the likes of
their customers. Basically, delivery of the services is the main part of the service encounter
process as with the help of proper interaction with the passengers Virgin Australia can bring
services like hygienic foods, impressive communication, negotiation service, opening and tone
setting, as well as closing the interaction of the and leave taking. Thus, these all services can be
managed by the service manager by managerial implication such as bring changes in the costs,
services, quality and so on. People like the service of low cost tickets as well as high cost tickets
as they can choose or select their tickets which they can afford this service has been adopted by
the manager. On the other hand, the service manager of this airline has decided to give business
travel this is also liked by the business persons (Wang, 2016). The company always provides
services to their passengers with high level of safety and the service provider looks into this.
Extensive customer services also satisfy the customers as they can get proper information about
the flights. The most important part of managerial implication is the marketing of the services
and this airline does their marketing through online sites. According to me the overall service
management process of Virgin Australia is very much successful in airline business.

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Bibliography
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