Service Marketing (Essay Sample)

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Table of Contents TOC \o "1-3" \h \z \u 1.0 Satisfying service experience (Emirates Airline)31.1 Company service profile31.2 Service expectations41.3 General consumer experience PAGEREF _Toc393927818 \h 51.4 Specific service encounter61.5 Future service behaviour PAGEREF _Toc393927820 \h 61.6 Recommendations PAGEREF _Toc393927821 \h 72.0 Dissatisfying service experience (Optus Pty Limited Telecommunication) PAGEREF _Toc393927822 \h 72.1 Company service profile PAGEREF _Toc393927823 \h 72.2 Service expectations PAGEREF _Toc393927824 \h 82.3 General consumer experience PAGEREF _Toc393927825 \h 92.4 Specific service encounter102.5 Future service behaviour102.6 Recommendations112.6.1 Answering customers’ calls…………………………………………………...……112.6.2 Billing and charges……………………………………………………………...…112.6.3 Installation services……………………………………………………………...…112.6.4 Internet speed………………………………………………………………………12References13
1.0 Satisfying service experience (Emirates Airlines)
1.1 Company service profile
Emirates airline is the largest carrier operating in the Middle East. The airline operates in more than one hundred and forty-four cities distributed across the seventh eight countries. The airline’s headquarters are based in Dubai, United Arab Emirates. The cargo services of the airline are performed by the Emirates Sky-Cargo (Emirates Airline, 2015). The Emirates Airline service was established in 1985, and it is now operating across six continents in the world i.e. Africa, Asia and Pacific, Europe, North and South America, and the Middle East. The Emirates Airline operates a total of over three thousand and three hundred flights per week from its central airport, the Dubai International Airport (Loudon, 2004).
In terms of the international passenger carriage, Emirates Airline is the world’s fourth largest airline. It ranks third in the world on the basis of scheduled passenger-kilometer flown (Ibisworld.com.au, 2015). Emirates Airline is the largest flight service provider in the Middle East and the largest in the world in terms of international carriage (Ibisworld.com.au, 2015). On the basis of revenue generated, and fleet size, Emirates airline ranks seventh in the world (Janić, 2000). The carrier runs a mixed fleet of Boeing wide-body craft and Airbus. It is among the minority of airlines operating all wide-body aircraft i.e. Boeing 777. After Singapore Airlines, Emirates Airline is the second operator of Airbus A380s (Ibisworld.com.au, 2015).
Emirates Airline’s fundamental tangible service is the transportation of passengers and cargo service (Lovelock, 1983). From its hub Dubai International Airport, Emirates Airline has incorporated different services into its system to satisfy the customer demands. These services include catering services, business lounges, clubs, and bars, among others (Emirates Airline, 2015). The primary goal of the airline is the maintenance of the existing customers while working towards attracting new clients (Grönroos, 2007). Since the company experiences competition from other flight service providers, the airline values its customers and regards the services as a continuous process. As stated by Vargo and Lusch (2012), services are the application of specialized competencies through deeds, processes, and performance for the benefit of another entity or the entity itself. The airline provide preferential services in addition to the standardized design such as customized seats, in-flight entertainment, executive services, ticket pricing according to classes and reference, catering services, a variety of services for younger passengers, among others.
1.2 Service expectation
From my experience, I choose Emirates Airline services. My service expectations were ordinary as usual since I had used the services before. As promised by the airline, I expected the services to be premium and in accordance with the world class standards. Being among the top flight service providers, the airline services must be satisfactory (Burgess and Wakeman, 2006). The services include the various online seat reservations, individual choice of meals and drinks, adequate cabin services, preferred entertainment, onboard medical services, among others. Also, customers expect lounges and a four or five-star hotels, business or economy class dining, and affordable or free internet access during flights (Emirates Airline, 2015).
The primary desire of my flight experience was to receive maximum customer experience with the airline, in line with the previous experience. Not only had I known the effectiveness of the airline, but also received a positive acknowledgment from other clients who had already used the Emirates Airline’s services (The Conversation, 2014). The online booking services were effective and efficient; their prices affordable compared to other airlines and have experienced customer care. Other added advantages such as free meals, free internet services, availability of emergency medical care and in-flight entertainment contributed significantly to the adequacy of the airline’s services.
According to the airline’s previous records, its advertisement campaigns through sponsorship are much beyond the limits (Emirates Airline, 2015). The popularity of the airline and the creation of a strong brand name enable clients to build confidence and trust on the airline’s services. Through the customers’ ratings and reviews, qualified customer care, experienced in-flight attendants and positive customer experience with the airline, there is no doubt about the services it offers. From the encounter, the Emirates Airline’s performance was above the zone of tolerance, and it increased the satisfaction level (Grönroos, 2007).
1.3 General consumer experience
The most memorable experience in my flight life is the Emirates Airline flight from Dubai, the United Arab Emirates to Brisbane, Australia. It was on 23rd January 2014 when I made the choice to use Emirates Airline. Since this was my first experience, I had no doubt on the eligibility and quality of service provision of the airline. Even though I had used the service locally in domestic tours, I had no experience with the airline internationally. However, due to the popularity of the airline, the appropriate information regarding the airline’s flight services is readily available (Emirates Airline, 2015). After extensive online research, perusing through every customer reviews and testimonials, I finally settled on reserving for the flight. The flight charges were fairly affordable compared to other flight service providers, and the booking process is convenient.
The in-flight experience with Emirates Airline ranks among the top of my flight experience. The management staff or the airline is quite impressive with excellent customer care service. The cabin crew values every customer regardless of the reservation class or category. The seats were comfortable, favorite entertainment interface, a variety of meals and drinks to choose from, and ever responsive medical attendants. All the flight attendants services were directed towards customer satisfaction and the maintenance of the airline’s high profile.
1.4 Specific service encounter
The incident happened on 23rd January 2014. On this day, I was traveling from Dubai back to Australia. I had made an online seat reservation and paid for the flight ticket with the Emirates Airline. The booking process was such smooth and swift as the airline provides a vast array of online payment options. After booking, a print-out containing the ticket reference number and my personal flight details was provided. I was ready for the trip.
On the flight day, I made it to the airport early so that I don’t miss the flight. Minutes later, I realized that my electronic ticket printout was missing. On checking carefully, I realized that I had placed the printout on the table when I was preparing to leave but forgot to pick it. It was evident that going back for the ticket could cause a delay or a possible miss of the flight. I approached one of the airline staff officers and narrated the ordeal. To my surprise, the lady smiled at me and said gently, "don’t worry. I will help you to sort out the matter before the take-off time." She took me to the check in desk, presented my passport, and within five minutes my ticket was generated accompanying the boarding card. The recovery process of my ticket gave me an assurance of the airline’s services.
1.5 Future service behavior
Since the Emirates Airline values its customers, I have ever been using their services a...