The airline industry has suffered recent setbacks, such as the highcost of fuel, which have forced the major carriers to cut back onmany of their services. Many airlines, like Delta and United, chargepassengers a fee for checked baggage. Spirit Air announced itwould charge for both checked and carry-on bags.37 Most airlinescharge for in-flight snacks or don’t serve any at all. Airlines havereduced the number of flights they operate to certain destinations,packing planes full to overflowing, and recent restrictions on theuse of frequent-flyer miles make it difficult to cash them in. Thenthere are the record-setting delays and lost-luggage claims. All ofthese factors add up to less-than-enjoyable flying experiences formost travelers, many of whom are opting to find other modes oftransportation or just staying home. Suppose you are a marketer forone of the major airlines. Your company is facing difficulty providing acceptable service to the passengers on its flights, but you needto find a way to emphasize the positive features of your airline’sservice.1. Using the five variables of service quality as your guideline,what steps would you take—within your realm of control—toclose the gap between the level of service passengers expectand the level they have been receiving?2. How might you attract business customers? Would you givethem a level of service that is different from families and otherconsumers who are flying for pleasure?
The airline industry has suffered recent setbacks, such as the high
cost of fuel, which have forced the major carriers to cut back on
many of their services. Many airlines, like Delta and United, charge
passengers a fee for checked baggage. Spirit Air announced it
would charge for both checked and carry-on bags.37 Most airlines
charge for in-flight snacks or don’t serve any at all. Airlines have
reduced the number of flights they operate to certain destinations,
packing planes full to overflowing, and recent restrictions on the
use of frequent-flyer miles make it difficult to cash them in. Then
there are the record-setting delays and lost-luggage claims. All of
these factors add up to less-than-enjoyable flying experiences for
most travelers, many of whom are opting to find other modes of
transportation or just staying home. Suppose you are a marketer for
one of the major airlines. Your company is facing difficulty providing acceptable service to the passengers on its flights, but you need
to find a way to emphasize the positive features of your airline’s
service.
1. Using the five variables of service quality as your guideline,
what steps would you take—within your realm of control—to
close the gap between the level of service passengers expect
and the level they have been receiving?
2. How might you attract business customers? Would you give
them a level of service that is different from families and other
consumers who are flying for pleasure?
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