The Emirates Airlines Based in Qatar - Essay Example

Topic: Marketing: Servicescapes Year: Executive summary Servicescape refers to all the objective, concrete elements, which can be modified an organization to improve or restrict the actions and behaviour of employees and consumers (Bitner 1992). Bitner’s definition of servicescape is widely used and accepted in marketing of services. Nonetheless, other researchers like Massiah and Rosenbaum (2011) have improved the first definition by including customer behaviours and responses. With this improved outlook, servicescape can be defined as the physical surroundings that elicits responses from customers resulting to approach or avoidance behaviours (Rosenbaum and Massiah 2011). The paper will deal with the service of air transport and the application of elements of servicescape on it. Our case study will be the Emirates airlines based in Qatar. This research has shown the importance of a variety of servicescapes like ambient conditions, colour, lighting, physical designs, background music, artefacts, functionality, and signs that influence customer behaviour. In response to these changes, marketers constantly plan, build, change, and control the company’s physical environment. The amplified significance of providing exceptional service is obvious in service marketing contents. This report presents the fundamentals of servicescape in the Emirates and their influence on customers’ viewpoints based on Bitner model (Bitner, 1992). Emirates airways was set up in 1946 with a starting fleet of 138 aircrafts. It is currently a huge airline based in Qatar operating 172 destinations in 39 countries providing passenger and cargo services. The servivescape elements found on Emirates Airlines include ambient conditions, colour, lighting, physical designs, background music, artefacts, functionality, and signs. The service the paper will deal with is air transport with special consideration with Emirates airlines. Introduction and Research Questions In the past couple of years, researchers and marketing managers have identified with the features of servicescape terming them as useful in the attraction and retaining of consumers particularly in the service industry. This research purposes to answer one major question and that is there any impact of servicescapes on marketing? The research seeks to identify the effect of this environment on five employees and five consumers. Research Methodology The study will analyse the relationship between the use of servicescapes and the increase in clientele in Emirates Airlines. It will also show the effect of the environment in the Emirates on five customers and employees (Barsky & Nash, 2003). In this chapter, the methodology of the research consisted of four sections, which were the research instruments, participants, procedures, and final data analysis. The sampling procedure was based on a systematic approach. Sampling procedure and participants Probability sampling procedures were employed in the study in that it secured a degree of economic efficiency while attaining representative through systematic sampling and within a short time period. After the sampling, we employed the skip interval approach, which enabled us to select customers to be included in the study. This procedure ensured equal probability and sufficient randomness of the customers in the population. The participants of this study consisted of five customers and five employees of the airline. Research Instrument Data was collected using questionnaires. The questionnaire was prepared using simple English so that the respondents would easily read, interpret, and respond to it. For the convenience of the respondents, facilitators were used in the collection of customers’ perception towards the quality of the service offered. The questionnaire included age, gender, occupation, nationality, and frequency of visits. It entailed the different servicescape elements of service quality, which are the, intangibility, reliability, responsiveness, assurance and empathy. The questionnaire explored the customers and employee experience on the use of servicescapes (Su, 2004). The questionnaires were distributed based on the sampling procedures to five customers and five employees of the airline (Kandampully, Mok & Sparks, 2001). Procedures Prior to the real data collection, night managers, front office managers and hotel operations managers were given a copy of the questionnaire to examine and make further recommendations. This led to the correction of some questions that were ambiguous and unclear. Data analysis After collecting questionnaires we explored the positive and negative impacts of the environment on customers and employees. The percentages and frequencies are used in calculating and analysing the raw data in the questionnaires. Gap analysis and descriptive statistics of standard deviations and means were used in making comparisons the results of the employees and those of the customers in the survey. Finally, the results were analysed using the statistical software package (SPSS). The results were summarized and discussed while recommending and suggesting areas for further studies (Tarn, 1999). Presentation and Analysis of Findings It was found that Emirates Airways uses a number of servicescape elements to attract and keep its customers. These include: Ambient conditions They are the most pronounced elements in the airline; they represent the factors that stimulate the five senses. They are sound, smell, lighting, and air conditioning. The colour the company uses as its trademark is green. This is a good choice of colour as green represents calm (Bitner 1992). In the study all the employees in the study said they loved the colour and that it gives them a good mood when working, four of the five customers sampled loved the environment except one man who said that it gives him the creeps when he sees green because he imagines he is in the bushes where he was once bitten by a snake. Signs and symbols Another area where the airline has succeeded in improving their customer experiences. The airline has an array of well-designed symbols that make the place homely and welcoming. The various artefacts in there also make the place look beautiful. These signs make it easier for travellers to navigate in the aircrafts. Among the five employees and customers in the study, one employee was not fond of the artefacts used by the airlines claiming that some, like those of ancient animals, scared her. Two customers were on her side too, giving the same reason. Strengths and weaknesses Ambient conditions Strength: the use of the green colour by the airline helps a lot since most people like nature. This colour helps the workers work with a good mood and are able to serve the customers to the best of their ability. Most consumers also like this colour and therefore they use the airlines frequently because of it. Weakness: different people have different preferences. The use of one colour by the airline will discourage those consumers that do not have a preference for the green colour. The employees who do not like the colour will find it hard to work to the best of their abilities. Signs and Symbols Strengths: the artifacts used in the airline are placed strategically in different positions. The signs are also placed so that each and everyone needing to use the signs can access them easily. The participants had no issue with the signs and that is a plus for the airlines. Weakness: the use of some artifacts frightened some employees as well as the customers. This issue will kill the business if not addressed. Recommendations The company should choose from an array of colours and use a combination so that the needs of different kinds of people are met. The artifacts that may be frightening should be removed and replaced with those that are neutral to all no matter if they are employees or the customers Conclusion The various serviscape elements in Emirates Airlines support marketing in one way or another. It is a known fact that various ambience elements such as the green colour used by the airlines affect the work of the employees in a positive way. These features make the environment of the airport serene and hence more consumers of this service are attracted to the airport. From the research, it was found out that due to the application of these serviscape elements the customers and the employees have had a wonderful experience. The number of travelers using the airlines has also increased. References Barsky, J., & Nash, L. (2003). Customer Satisfaction: Applying Concepts To Industry-wide Measures. Cornell Hospitality Quarterly, 44(5-6), 173-183. Bitner, M. (1992), ‘The impact of physical surroundings on customers and employees,’ The Journal of Marketing, 56(2): 57-71. Kandampully, J., Mok, C., & Sparks, B. A. (2001). Service quality management in hospitality, tourism, and leisure. New York: Haworth Hospitality Press. Rosenbaum, M.S. & Massiah, C. (2011), ‘An expanded servicescape perspective,’ Journal of Service Management, 22(4):471-490. Su, A. (2004). Customer Satisfaction Measurement Practice In Taiwan Hotels. International. Journal of Hospitality Management, 23(4), 397-408. Tarn, J. L. (1999). The Effects Of Service Quality, Perceived Value And Customer Satisfaction On Behavioral Intentions. Journal of Hospitality & Leisure Marketing, 6(4), 31-43. Read More