Presentation final

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  • Ryanair - cheap, during previous experience it was dirty aircraft, rude staff, overcrowded \nEasyjet - good service for the money, previously positive feedback by W o M\nLufthansa - expected standard good service in pleasant environment \n
  • reliability - dependability of service provider and accuracy of performance (on time) \nAssurance - knowledge and courtesy of employees (are employees in a good mood, e.g. smiles, safety demonstrations)\nTangibles - physical components (atmosphere, ambiance) --> Servicescape\nEmpathy - caring, individualised attention (asking if I need anything)\nResponsiveness - Promptness and helpfulness (extra questions, e.g. picture taking) \n
  • reliability - dependability of service provider and accuracy of performance (on time) \nAssurance - knowledge and courtesy of employees (are employees in a good mood, e.g. smiles, safety demonstrations)\nTangibles - physical components (atmosphere, ambiance) --> Servicescape\nEmpathy - caring, individualised attention (asking if I need anything)\nResponsiveness - Promptness and helpfulness (extra questions, e.g. picture taking) \n
  • Not understanding your customer role correctly - eg. Kelly leaving water bottle in her bag\nCustomers- contributor because must participate in service delivery, care only about whether their needs are fulfilled, contribute to their own satisfaction (eg. Buying airline tickets online)\n- Productive resources because ????\nRyanair - very few people on board, no queuing - positive \nEasyjet - full aircraft - negative \nLufthansa - full aircraft - however good organisation - positive overall experience \nhttp://teachnet.edb.utexas.edu/~Lynda_Abbott/Social.html\n
  • Not understanding your customer role correctly - eg. Kelly leaving water bottle in her bag\nCustomers- contributor because must participate in service delivery, care only about whether their needs are fulfilled, contribute to their own satisfaction (eg. Buying airline tickets online)\n- Productive resources because ????\nRyanair - very few people on board, no queuing - positive \nEasyjet - full aircraft - negative \nLufthansa - full aircraft - however good organisation - positive overall experience \nhttp://teachnet.edb.utexas.edu/~Lynda_Abbott/Social.html\n
  • Not understanding your customer role correctly - eg. Kelly leaving water bottle in her bag\nCustomers- contributor because must participate in service delivery, care only about whether their needs are fulfilled, contribute to their own satisfaction (eg. Buying airline tickets online)\n- Productive resources because ????\nRyanair - very few people on board, no queuing - positive \nEasyjet - full aircraft - negative \nLufthansa - full aircraft - however good organisation - positive overall experience \nhttp://teachnet.edb.utexas.edu/~Lynda_Abbott/Social.html\n
  • Not understanding your customer role correctly - eg. Kelly leaving water bottle in her bag\nCustomers- contributor because must participate in service delivery, care only about whether their needs are fulfilled, contribute to their own satisfaction (eg. Buying airline tickets online)\n- Productive resources because ????\nRyanair - very few people on board, no queuing - positive \nEasyjet - full aircraft - negative \nLufthansa - full aircraft - however good organisation - positive overall experience \nhttp://teachnet.edb.utexas.edu/~Lynda_Abbott/Social.html\n
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  • Group 2 - response to customer preferences - eg. asking for magazine, change seat during the flight, asking to see the cockpit \nGroup 3 - Extra stuff... e.g. another round of drinks, scratch-cards, cigarettes, keeping the magazine (bending the rules) \n\n
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  • With the additional costs of Easyjet flight, it is not as much much cheaper as one may expect in comparison to Lufthansa \nExpectations of Ryanair was highly exceeded\nwith low-cost airlines experience more likely to vary. With Lufthansa --> much more constant service\n
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  • Presentation final

    1. 1. OUTLINE  Introduction  Service’s marketing  Companies’ description  Marketing’ 7Ps  1. Customer’s role  Customer’s level of participation  2. Service encounter  Expectations  3. Service scape  Limitations  Conclusion
    2. 2. Airline PriceRyanair £20.00Easyjet £112.98Lufthansa £271.86
    3. 3. SERVICES MARKETING MODERN MARKETING MIX - 7 P’s 1. People 2. Procedures 3. Physical Environment We are going to relate the modern marketing mix to the following aspects:  Customer roles  Service Encounter  Service scape
    4. 4. EXPECTATIONS Airline Expectation Overall satisfaction is highly influenced by prior Ryanair 2 expectations (Solomon et al., 2009) Easyjet 5 Expectancy disconfirmation model Lufthansa 6 1 - extremely dissatisfied 7 - extremely satisfied
    5. 5. DIMENSIONS OF SERVICE QUALITY Reliability Assurance Tangibles Empathy Responsiveness
    6. 6. DIMENSIONS OF SERVICE QUALITY Reliability Assurance Tangibles Judgement of Quality Empathy Responsiveness
    7. 7. 1. CUSTOMER ROLES The customer participates in the co-creation of the overall service outcome Customers as contributors to quality, satisfaction and value  Role learned though previous experience  Information provided by each airline  Other Customers (acquaintances/ strangers) - influential in the overall experience  Social learning theory - observation imitation (Bandura)  Not understanding your customer role correctly
    8. 8. 1. CUSTOMER ROLES The customer participates in the co-creation of the overall service outcome Customers as contributors to quality, satisfaction and value
    9. 9. 1. CUSTOMER ROLES The customer participates in the co-creation of the overall service outcome Customers as contributors to quality, satisfaction and value
    10. 10. LEVEL OF PARTICIPATION According to Bitner, Faranda, Hubbert and Zeithaml, the level of participation is low “Service is provided regardless any individual purchase “  due to new technologies level of participation increases  decreasing price
    11. 11. LEVEL OF PARTICIPATION According to Bitner, Faranda, Hubbert and Zeithaml, the level of participation is low “Service is provided regardless any individual purchase “
    12. 12. 2. SERVICE ENCOUNTER “Period of time during which a customer directly interacts with service” multiple points of contact:  booking  check-in  baggage drop off  security - cannot be influenced by the service provider - however important factor  boarding  flight
    13. 13. MAJOR EMPLOYEE BEHAVIOURS Accounting for satisfactory / dissatisfactory incidents Employee response to service delivery system failure Employee response to customer needs and requests Unprompted employee actions Bitner et al.
    14. 14. 3. THE SERVICESCAPE  Ambiant conditions  Spacial and functional  Signs, symbols and artefacts Bitner et al.
    15. 15. CONCLUSIONAirline SatisfactionRyanair 5Easyjet 2Lufhtansa 6
    16. 16. CONCLUSIONAirline Satisfaction Airline ExpectationRyanair 5 Ryanair 2Easyjet 2 Easyjet 5Lufhtansa 6 Lufthansa 6
    17. 17. LIMITATIONS Travel to 3 different destinations Time on travel – weekdays therefore affects the number of people on the plane We did not have bags to register – did not do the entire process Different times of booking
    18. 18. ReferencesBaron, S. and Harris, K. (2003) Services Marketing: Text and Cases, 2nd Edition, Chapter 4, 6 and 8,Palgrave: Basingtoke.Bitner, M. J., Faranda, W. T., Hubbert, A. R. and Zeithaml, V. A. (1997) ‘Customer contributions androles in services delivery’, International Journal of Service Industry Management, 8(3): 193-205.Bitner, M. J., Booms, B. M, and Tetreault, M. S. (1990) ‘The service encounter: diagnosing favorable andunfavorable incidents’, Journal of Marketing, 54(January): 71–84.Bitner, M. J. (1992) ‘Servicescapes: the impact of physical surroundings on customers and employees’,Journal of Marketing, 56(April): 57-71.Solomon, M.R, Bambossy, G., Askegaard, S., and Hogg, M.K. (2009) Consumer Behaviour, a EuropeanPerspective, 4th Edition, Chapter 3, Financial Times Prentice Hall: HarlowSvensson, G. (2006) ‘New aspects of research into service encounters and service quality’, InternationalJournal of Service Industry Management, 17(3): 245-257.Swartz, T. A., Iacobucci, D., (2000) ‘Handbook of services marketing & management’, Sage Publications,Inc: London
    19. 19. THANK YOU FOR YOUR ATTENTION

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