Conference On Contemporary Marketing Issues -Myassignmenthelp.Com

Question: Discuss About The Conference On Contemporary Marketing Issues? Answer: Introduction A budget airline refers to as the low-cost carrier or airline. LCC airline does not provide most of the outdated services provided in the fare that results in the lower fares and the fewer comforts. Jetstar Airways private limited is an Australian low-cost airline, having headquarters in Melbourne. This airline is the whole subsidiary of Qantas which is created to give the competition to the other airlines like Virgin blue (Jetstar, 2017). The company carries 8.5% of all the passengers who visit in and out of the Australia. The aim of the Jetstar Company is to offer the low fares to the people so that they can fly to more places. Service blueprint A service blueprint is an operational planning tool that delivers the guidance on how a service will be provided. This is a technique used for the service design and innovation by the company (Polaine, Lvlie, and Reason, 2013). Jetstar Company also uses services blueprint technique that shows the services provided by the company. This is the service blueprint plan for the budget airline. This service blueprint diagram shows that the company has divided the processes into the 3 categories such as customer, Contact process and the support process. Servicescape strategy Servicescape is a model that is developed by the Booms and Bitner to emphasize the impact of the physical environment in which a service process takes place. Jetstar Company also follows the servicescape strategy. The corporate strategy will help in advancing the understanding of the service. The servicescape strategy for the airline consists of both exterior and interior. Talking about the facility exterior, the airline company provide certain physical facilities to the customer such as exterior design, parking, landscape, surrounding and environment. The interior physical facilities consist of the Equipment, layout, air quality and music (Maeng, and Park, 2015). Jetstar provides the facilities such as waiting area, check-in-kiosks, airline gate area, security screening area and the catering facilities. These are some of the facilities which airline should provide to the customers to enhance the experience with the airline. These services enhance the customer experience and meet the customer expectations which ultimately result in the customer satisfaction (Kuhn, Spies, and Petzer, 2015). The airline does make sure that they provide the facilities in the airline regarding the comfort of the seats, length of the seats and the leg room. Though, for maintaining this service the airline owner needs to expand more so that they can make the experience of the passengers memorable. Service Quality The service quality refers to as the assessment of how well the services are delivered to meet the clients expectations. The Jetstar airline operator uses the concept of the GAPS model which helps them in bringing the improvement in the service they are providing to the customers. GAPS model consist of the Customer Gap (Expected service- perceived service). The gap between the customer expectation and management perception. Jetstar airline is able to satisfy their passengers by providing them the favorite in the price of the tickets. Though, over the passengers who are expecting the delight services in terms of the physical evidence might be missing this create the customer gap. The gap among the service quality specification and the management perception. The management of the Jetstar airline knows the requirement of the customer but then also they are not able to fulfill requirement due to the lack of the resources. These resources restrict the airline company to perform well in the market. The gap between the service-quality specification and the service delivery. In the airline company, the employees might be poorly that affect the quality of the services that the Jetstar is willing to provide to their passengers. This how the airline will not be able to meet the expectations. The gap between the service delivery and the external communications. Sometimes the customer gets affected by the statement made by the Jetstar airline representatives. The external communication affects the service delivery. The gap between the perceived services and the expected service. This gap occurs when the customer of the airline misperceives the service quality provided by the company to meet the expectations of the customers. This doesnt mean that the company is not able to fulfill the expectations of the customers. The above customer gap shows that the company can easily fulfill the customer expectations by providing them the quality in the services they are providing. The company should provide proper training to their employees and should communicate the right message. Though, it is a time-consuming process to fulfill the gap and company also take the right steps to accomplish the objective of the filling the gap. Complaint handling process and service recovery The airline should follow the effective way of handling the customer complaints. This is the way of handling the complaint, first comes listen, at an airport while receiving any compliant the employee should listen to the complaint calmly and with sympathy. To clarify the same the employee of the airline should repeat concern of the customer. After clarifying the complaint service provider should make the customer aware of the cause of the problem. Apologize to the customers when the problem caused because of the airline internal activities which make the customer disappointed (Bougoure, Russell-Bennett, Fazal-E-Hasan, and Mortimer, 2016). The employee should take the prior authorization before proceeding to the next settlement. Take action to implement the solution once the customer gives the approval. Though, for conducting the whole process the airline need to give training to their employees. With the proper handling of the customers, a compliant airline will be able to satisfy the customer. Service recovery plays a vital role in achieving the customer satisfaction. The service recovery is an action which is taken by the company to retain the customers and for that, the company implements the strategies for an effective remedy to safeguard the trust of the customers towards the Jetstar airline (Jareankieatbovorn, and Cohen, 2016). Managing supply and demand Managing the demand and supply of the product and services is the challenge for the service manager of the airline. It is must for the company to understand the demand of the customer for the quality services and according to that, the airline should provide the services to the customer (Heizer, 2016). Different customer demand for the different services from the company, it must for the service manager to understand the service need according to the demand of the customer. The Jetstar airline manager should manage the demand and supply after understanding the severity of the requirements. Integrated marketing communication IMC is a process that ensures that all forms of message and communication are linked together. IMC is the dominating by the mass media advertising, through which Jetstar airline can easily connect with the customers (Cornelissen, and Cornelissen, 2017). The customers are also willing to get in touch with the company as they want to know more about the products and services airline is providing. The last campaign which was started by the Jetstar airline was Choice, Choice, Choice has been developed as one more campaign called Low fares are just part of the story which is providing improved products and services. To enhance the advantage of the marketing company integrated it with the previous campaign. Though, it is a very expensive process for the low-cost carrier airline. Conclusion The report talks about the evaluation of a budgeted airline. The budget airline selected for this evaluation is Jetstar. It shows that how Jetstar airline is able to manage the quality of the services it is providing to the customers. Though it is a challenge for the company to deal with the customers who are facing the issues with the quality of the services but still company handles the complaints nicely. References Bougoure, U.S., Russell-Bennett, R., Fazal-E-Hasan, S. and Mortimer, G., 2016, The impact of service failure on brand credibility. Journal of Retailing and Consumer Services, 31, pp.62-71. Cornelissen, J. and Cornelissen, J.P., 2017, Corporate communication: A guide to theory and practice. Sage. Heizer, J., 2016, Operations Management, 11/e. Pearson Education India. Jareankieatbovorn, N. and Cohen, G., 2016, June. An investigation of service failure attributions on the relationships between service recovery strategies and marketing outcomes. In 4 th International Conference on Contemporary Marketing Issues ICCMI June 22-24, 2016 Heraklion, Greece (p. 448). Jetstar, 2017, About us, viewed on 4th October 2017, https://www.jetstar.com/au/en/about-us Jetstar, 2017, Flights, viewed on 4th October 2017, https://www.jetstar.com/au/en/flights Kuhn, S.W., Spies, H. and Petzer, D.J., 2015, Online servicescape dimensions as predictors of website trust in the South African domestic airline industry. Southern African Business Review, 19(1), pp.44-71. Maeng, H.K. and Park, J.W., 2015, A study on the effect of the physical environment in an airplane on customer loyalty. Journal of Airline and Airport Management, 5(2), pp.81-100. Polaine, A., Lvlie, L. and Reason, B., 2013, Service design. From Insight to Implementation, p.202. Zurich, L.B., 2017, Service Operations and Management.