Airline Services Providers - Coursework Example

Airline services providers’ research report Name: Institution: Course: Tutor: Date: Discussion on research findings Based on the findings of the research report presented from responses of the targeted respondents, a comprehensive marketing framework can be drafted for implementation. The report covered different elements and concepts pertaining airline business operations. Respondents assisted on shedding more light on customer needs, various marketing strategies, customer satisfaction, the role of customer relationship management (CRM), brand image improvement and differentiation strategies needed by various firms to get competitive edge over other firms (Sandhusen, 2000).  The reports on research respondents is based on the underlying aspects of customer satisfaction, brand appeal and the ability of companies to create competitive environment for better service provision (Palepu, 2007). One respondent for instance indicated to have used Qantas airline citing the reasons on the accuracy on time schedule, efficiency and professionalism. These attributes may seem crucial while seeking to discover more about this airline regarding it marketing strategies such as customer satisfaction and brand appeal. The other two respondents stated their motives to travel with Virgin Australia as due to its affordability and availability without strict time schedules. The product features seem to be in line with the customer requirements in both cases. A crucial aspect of business operations is to combine features that correspond with customer additional components such as after-sale services. The respondents also acknowledge the link service provided by Virgin Australia and Westpac credit card for redemption of their points. Indeed, various studies indicate that use of bonuses and other form of rewards given to customers is an effective way of winning customer loyalty besides other strategies (Grosser, 2007). Based on study findings it would appear that brand loyalty is what mostly influenced these respondents decision since they needed to accumulate flying points with Virgin Australia. This is also an indication of an effective brand promotion strategy. This feature seems to attract the customers for the additional benefits on spending. It is however important to note that customers are more attracted to companies that pay more attention to their needs and endeavors to improve their services for the sake of customer satisfaction (Kolb, 2008). This aspect is depicted by the ‘customer is the king’ concept. The best performing companies in the world are those that seek to analyze what the customer needs are and then work on promoting them. Besides this, it could be that respondent 2 & 3 chose Virgin Atlantic probably because it markets itself as a high-end airline which will be more attractive to holiday goers. Effectiveness and efficiency plays a key role in the service industry (Graf, 2009). The Qantas mode seems to offer timely and reliable professional services; just as the customer preferences indicate. The other two respondents who respectively indicated their trip’s purpose to be about pleasure and holiday seem to be at home with Virgin Australia. This means they prefer a relaxing ambience rather than a business approach. This is probably because it markets itself as a high-end airline which will be more attractive to holiday goers. The aspect of brand image is brought about by the respondent’s sentiments about their experiences with the two airlines. The customers were either positive or negative on their perceptions. There are various elements that enhance brand image which include; comfort, courteous treatment by crew members, provision of meals or snacks and reliability of travel agency (Grant, 2009). The most accredited airline service provider was the Qantas airline given the positive acknowledgements made by respondent 1. Among the two brands Qantas has the highest credits since it was identified as more reliable, has strict time schedules, excellent catering services and was more comfortable based on the respondents information. The first respondent described her experiences as memorable and beautiful. She describes the courteous staff and nourishment provided during the trip as excellent. Both these feedback indicates a high level of customer satisfaction. The brand image strength of the Qantas surpasses that of Virgin Australian airlines on service level since the Virgin Australia company doesn’t provide appealing services that would call for recognition. When the respondents were enquired about whether they would recommend the brands to other people, the Qantas travelling respondent did not hesitate to state how much she would do it without quoting a specific issue. The other respondents stated that they would do so for the Virgin Australian but with either a comparison or cite a specific feature. This as is evident on current literature implies that brand image is important while seeking a competitive edge through differentiation (Blais, 2012). The report findings suggest that there are important perspectives of businesses that can be pursued through integrated marketing strategies which relate to inter-linking products provided by Virgin Australia and Westpac credit card for redemption of their loyalty points. This feature seems to attract customers, enhance customer loyalty and provide customer satisfaction. The two companies also benefit on mutual consent basis. The concept of customer relationship management (CRM) is also emerging from the study findings. CRM entails the improvement on service provision through evaluation and analysis of customer needs and requirements (Nash, 2000; (Blais, 2012). This concept is brought about through various market studies on customer behavior and perceived attributes from the utility of specific products or services. This may be undertaken for purpose of finding the cause of dissatisfaction by customers or for purposes of determination of the real areas that requires improvement. The report also outlines the role of different marketing strategies to attract customers. Either push or pull marketing strategy needs to be applied depending on the circumstances of the firm vis a vis the market nature. A push strategy will involve activities by the firm taking product to the customers, while a pull strategy entails company or firm’s making effort on marketing operations that will bring customers near to the products (Pati, 2002). A perfect marketing strategy entails operations that would seek to attract a large number of customers with minimum cost of capital (Nash, 2000). For the two airline companies, the best marketing strategy would entail a pull strategy as it seeks to utilize the minimum resources and can be the most effective mode of marketing for airline companies as has been discussed in various studies (Blais, 2012; Evans, 2008). There were also questions that the researcher used to depict the general life perspectives, tastes and expectations of the respondents. The questioned varied from when the researcher planned to travel next, the mode of communication they would prefer, their interest on fryer programs and when their previous travel program had occurred. These questions were meant to compare some of their attributes on tastes and preferences and their travelling perception relationship. However, there are some corresponding attributes on tastes and preferences with attitudes and perceptions on travel destinations, mode, services delivered and satisfaction level. For instance, a respondent who was travelling for business activity had different perception on the experiences, lifestyle and attitudes on mode of travel, purpose and the spending habits of redemption of credit points. When the rating score was drafted, the respondents showed different satisfaction levels about the two airlines. Respondent 1 shows a high opinion rate of four out of five and gives the same rating opinion after travel. This shows that she had confidence with the brand being Qantas and even after using it; she left satisfied with it. This implies that the airline is able to meet customer’s expectations. This signifies the trust attribute on brand image of airline. The other respondent has an average rating on the company and even after travelling with it, he still rated the airline with the same score. This shows that Virgin Australian has some work to do to improve its brand image. The third respondent has a high expectation before the travel but after she declines the opinion rating from 4 to 3. This shows the dissatisfaction on the Virgin Australian airlines brands. The final question of the researcher to the respondents entailed their expectation on improvement on the domestic airlines they used. The first respondent advocated for inclusion of meals during lunch time. She however remains satisfied with the other services provided by the Qantas airlines. Respondent 2 suggests that it would be of benefit to the customer and the two inter-corporate linked companies (Virgin Australia and Westpac Altitude) if they combined to increase the ratio of redeemable points to 2 points per 1 aud spent. The third respondent resents her wish on the company to provide meals during the flights. She specifies on the need for snacks or cheese accompanied by hot drinks for travelers. These feedbacks imply that the airlines should put in place systems that are more flexible to clients changing demands and expectation that are also varied. Recommendations There are several implications which can be deduced from these findings. First, is that firms stands to benefit if they adopt a specific brand positioning since this is more effective to target market. Secondly, is that customer rewarding program is an effective way of winning customer loyalty and rewarding them at the same time. Based on these findings I would advice Qantas airline to adopt a form of customer reward program as a marketing strategy and for Virgin Australia to adopt an effective brand positioning than they currently have. The two airlines differ in more ways leaving the choice to the customer to select the best mode of travelling. But customers choice is influenced by experience, their perceptions and the airlines marketing strategy; all these determinants can be effectively be controlled by the airlines through appropriate mix of marketing strategies and service quality. For both airlines it would appear that service quality is an important benchmark that customer use to judge the suitability of an airline; this means that improvement of service quality should be a priority to both airlines. Indeed, the clients indicate the need for integration of various best quality services like attentive crew, reliable timelines, quality catering services and cost effective services. These are important qualities of effective airlines (2000).  Finally, the two airlines should apply marketing strategies that are consistent with their vision, brand image and customer expectations. In addition, the airlines should have marketing research and survey undertaken regularly to update on the current marketing needs and upcoming trends of clients in the market. References Blais, S. (2012). Business analysis: Best practices for success. New Jersey: Wiley. Blais, S. (2012). Seven steps to mastering business analysis. Florida: J. Ross Pub. Evans, D., & Ebooks Corporation. (2008). Social media marketing: An hour a day. Indianapolis: Wiley. Grant, John. (2009). The Green Marketing Manifesto: Epub Edition. John Wiley & Sons Inc. Grosser, S (2007). Reward Management: The blind spot of bonus program theory. London: AV Akademikerverlag Graf, M. (2009). Power marketing, selling, and pricing: A business guide for wedding and portrait photographers. Buffalo, New York: Amherst Media. 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