MKT203 Services Marketing: Jetstar Airways Service Offering Blueprint

This report provides a comprehensive analysis of Jetstar Airways' service marketing strategies. It includes a detailed service offering diagram, categorizing services into core, supplementary, and augmented components, such as low-cost travel, reservation facilities, and customer support. Furthermore, the report presents a service blueprint diagram illustrating the processes involved in the customer experience, from reservation and airport arrival to security checks, boarding, and luggage retrieval. The blueprint highlights the roles of customers, on-stage and backstage staff interactions, and online support processes in delivering Jetstar's services. This analysis offers insights into how Jetstar manages its service delivery to meet customer expectations and maintain its competitive edge. Desklib provides access to this and many other solved assignments.

Service Marketing
8/9/2018
Jetstar Airways

Service Marketing 1
Contents
Introduction......................................................................................................................................2
Overview of company..................................................................................................................2
Service offering...............................................................................................................................3
Service offering diagram.............................................................................................................3
Core services............................................................................................................................4
Supplementary services...........................................................................................................4
Augmented services.................................................................................................................5
Service Blueprint.............................................................................................................................6
Service Blueprint diagram...........................................................................................................6
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

Service Marketing 2
Introduction
Service marketing refers to as both (B2C) business to customers and business-to-business
services (B2B) and includes marketing of the services which is offered by the brand. The aim of
the report is to apply the marketing and concepts to the real world company. The company that
has been selected for the analysis is Jetstar airline. The report includes the services offering
diagram which helps in understanding the core, supplementary and the augmented services that
are offered by the company to their customers. In addition, there is a service process blueprint of
the service organisation which shows the different steps of processes followed by the Jetstar
organisation.
Overview of company
Jetstar Airways is a well known Australian low-cost airline with the headquarters in Melbourne.
The airline is the whole subsidiary of Quanta’s which is created to give tough competition to the
other airline which includes airways like Virgin Blue (Jetstar, 2018). Jetstar Company carries
approx. 8.5% of all the passengers who visit in or out of Australia. The service which is offered
by the airline is a facility of visiting from one place to another (Jetstar, 2018).

Service Marketing 3
Service offering
The service offering includes the major services that are offered by the Airline to meet the needs
of the customers. The services are segmented into the three major categories which include core
services, supplementary services and the augmented services (Lovelock and Patterson 2015).
The diagram related to the service offering helps in understanding the services offered by the
Jetstar Airways.
Service offering diagram
Luggage
services
Parking
services
Medical
services
Flight
entertainment
Meals in the
flight
Checking of
baggage
Reservation
facility
Core Services
Jetstar core service is
service of travelling
from one place to
another at low cost.
Supplementary services
Augmented Services
Customer
support call
centres
Effective
communication
Personalised
Services
Staff
interaction
Customer
query counter
Luggage
safety
service

Service Marketing 4
The above diagram is prepared which shows the service that is offered by the Jetstar airline.
These services are divided into three parts which are explained below: -
Core services
Core services include the major services that are offered by the Jetstar Company to their
customers. These services include the service of travelling of passengers from one place to
another at low cost. The customer can avail the service offered by Jetstar as they will be able to
save their cost of visiting the other place. Along with this, most of the tourist makes use of this
service so that they can save the additional expenses of travelling.
Supplementary services
These services are the service-related activities that surround the core product and offered to the
customers. The supplementary service complements the core services of the company (Rabetino,
2015). Jetstar offer: -
 Reservation facility: - The online and offline reservation facility is offered so that
customers can make the reservation for their tickets. The company majorly accept the
pre-booking because it is difficult to adjust for the seats at the end time.
 Luggage service: - The luggage services are offered by the company in which every
individual customer can carry luggage with a particular weight depending on the tickets
and destination the customers are willing to visits. In general, the customers are allowed
to carry 15 kg or 20 kg of weight.
 Parking service: - The parking service is available at the airport for the visitors who
come to meet or to receive their relatives and friends.

Service Marketing 5
 Checking of luggage: - The checking of luggage is done properly so that airline doesn’t
get affected.
 Entertainment: - The entertainment facility is provided to customers in terms of TV,
Music and others.
 Meals in flight: - In the long distance, the customers can also avail the facility of meals
in the flight.
 Medical services: - In the flight, the first aid services are offered to the customers in case
of an emergency.
Augmented services
Augmented product is the non-physical part of the services. This service generally includes the
value-added service that is offered to the customers as this helps the airline in meeting the
expectations (Hilken, et al, 2017).
 Customer support call centres: - The customer support call centre service is provided to
the customers so that they can take the confirmation related to the arrival and departure
timings.
 Luggage safety service: - The airline does offer the luggage safety services to the
customers as the luggage of the customers go along with them. In case they miss any
luggage then they take the responsibility to make it available to customers safely.
 Effective communication: - The communication which is done at the airline is
effectively done.
 Customer Query counter: - The customers find the query counter which helps them in
asking for things if it is not clear.

Service Marketing 6
 Staff interaction: - The interaction which is done by the staff within the airline
contributes to enhance the customer delight.
 Personalised services: - The airline ensures that they acknowledge to their each and
every customer.
Service Blueprint
A service blueprint is an operational planning tool that offers the guidance related to the way
through which the services will be provided to the customers (Pöppel, Finsterwalder and
Laycock, 2018). The different steps of the processes that are followed by the Jetstar Company
are explained with the help of the diagram.
Service Blueprint diagram
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
Hail and
Take bags
Check
Passengers
Great
Customer
Send-off
Customers
Load
luggage
bags on the
plane
Remove
luggage
bags
Support
Process
Online
Registration
Registration
system Conveyer
Belt
Metal
Detector Conveyer Belt

Service Marketing 7
The diagram reflects that there are three major processes which are followed by the Jetstar which
include: -
 Customer: - The customer performs the different functions which include reservation,
reaches an airport, go through security check, board the plane, leave the place at the
destination and pick up luggage to leave the airport.
 Contact process: - In the contact process, there are two main functions which include
onstage and backstage. The staffs at the airport address the customer and take the bags
after they arrive at the airport. After this process, they check the passengers and address
the customers so that they can send off customers. This process takes place on stage and
the customers are an important part of this process (Pöppel, Finsterwalder and Laycock,
2018). The backstage process includes loading bags on airline and removing the luggage
bags when arrived on destination.
 Support process: - The online support which is offered includes online registration,
conveyer belt, metal doctor, a conveyer belt. All these services help the customers as they
can easily satisfy the needs of customers.

Service Marketing 8
Conclusion
In the end, it can be concluded that Jetstar airways are a well-known service brand who offer
services to the customers. Jetstar is the service brand who offers the product to the customer at
low prices. The services that are offered to the customers are explained with the help of the
service offering diagram. The diagram explains the different types of services that are offered.
Along with this, the service blueprint diagram shows the role of customer and staff members to
regulate the services through different processes with the help of a diagram.

Service Marketing 9
References
Hilken, T., de Ruyter, K., Chylinski, M., Mahr, D. and Keeling, D.I. (2017) Augmenting the eye
of the beholder: exploring the strategic potential of augmented reality to enhance online service
experiences. Journal of the Academy of Marketing Science, 45(6), pp.884-905.
Jetstar (2018) About us [Online]. Available from: http://www.jetstar.com/au/en/about-us
[Accessed on 9th August 2018]
Jetstar (2018) Flights [Online]. Available from: http://www.jetstar.com/au/en/flights [Accessed
on 9th August 2018]
Jetstar (2018) Food and drinks [Online]. Available from:
https://www.jetstar.com/au/en/flights/food-and-drinks [Accessed on 9th August 2018]
Lovelock, C. and Patterson, P. (2015) Services marketing. Australia: Pearson.
Pöppel, J., Finsterwalder, J. and Laycock, R.A. (2018) Developing a film-based service
experience blueprinting technique. Journal of Business Research, 85, pp.459-466.
Rabetino, R., Kohtamäki, M., Lehtonen, H. and Kostama, H. (2015) Developing the concept of
life-cycle service offering. Industrial Marketing Management, 49, pp.53-66.