MKTG208 Service Marketing: Analysis of Jetstar Airways Services

This report provides a detailed analysis of Jetstar Airways' service marketing strategies. It examines the airline's service blueprint, servicescape strategy, service quality, complaint process, service recovery strategies, capacity management techniques, and integrated marketing communications. The report highlights how Jetstar Airways uses these elements to manage its service environment, operations, and consumer demand, emphasizing its mission to provide affordable air travel while maintaining good service quality. The analysis also touches on Jetstar's pricing strategies, social media management, and the use of advertisements to promote its services. This document is available on Desklib, a platform offering a wide range of study resources, including past papers and solved assignments.

SERVICES MARKETING
Name of the Student:
Overview of Organisation
 Jetstar Airways Pty Ltd., which also trades as
Jetstar is an Australian budget airline
(Jetstar.com. 2018). It is headquartered in
Melbourne ,Australia .
 It is a privately owned airlines and subsidiary
of the Qantas Group.
 The mission of Jetstar Airways is to provide
very good services of air travel , at the same
time provide affordable price to the customers.
 The Jetstar Airways provides domestic and
international flights services. It services also
includes hotel and car bookings .
 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 Organisation’s service blueprint
The Jetstar Airways designed the Servicescape
strategy in order to emphasize the impact of the
physical environment in which the process of service is
occurring (Dong and Siu 2013).
The organization 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
Service Quality
 It is evident from the SERVQUAL scale that Jetstar
Pty Ltd. provides service to the customers or
passengers efficiently
 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 complaint
registration form (Lovelock and Patterson 2015)
 The Jetstar Airways uses the Yield Management
techniques, which involves the segmentation of
customers markets and 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.
 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
(Ashley and Tuten 2015 ). They also make use of
advertisements and e-mails to promote their
services to the customers and target markets.
References
Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An
exploratory study of branded social content and consumer
engagement. Psychology & Marketing, 32(1), pp.15-27.
Dong, P. and Siu, N.Y.M., 2013. Servicescape elements, customer predispositions
and service experience: The case of theme park visitors. Tourism
Management, 36, pp.541-551.
Jetstar.com. (2018). Jetstar Airways - Australia | Jetstar. [online] Available at:
https://www.jetstar.com/au/en/home [Accessed 16 Oct. 2018].
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
Introduction
 The poster discusses the several aspects of Services
Marketing of Jetstar Airways Pty Ltd. , which is a
leading budget airline of Australia
 The poster 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 poster discusses about the
capacity management techniques and the integrated
marketing communications of the Jetstar Airways Pty
Ltd.
Figure 1: Service Blueprint of Jetstar Airways
(Source: Jetstar.com 2018)