SlideShare a Scribd company logo
1 of 6
Characteristics of services
marketing
GROUP NO - 03
1. Daizy Das
2. Joy Majumder
3. Puja Chowdhury
4. Ram krishna Sharma
5. Snehasish Mondol
6. Tanmoy Roy
7. Tracy kainth
Characteristics of services marketing
 Intangibility
 Inseparability
 Variability/ Heterogeneity
 Perishability
Chosen Industry: Airlines
Characteristics Features in Airlines Examples from major players
Intangibility •Food / Beverages
•Newspapers
•Movies/Music
•Staff uniforms
•Logos; Colour and design
•Seats and cushions
•Audio / Video facilities for work
or pleasure
•Baggage retrieval
•Flight bookings
•Cabin environment
Indigo believes that on-time flights
means on-time meetings: Address
customer’s psychological needs
Air India cabin crew are dressed in
traditional outfits: gives a flavour of
Indian culture
Inseparability •Service can be consumed only
when flight is on-boarded
•Pre-service consumption however
includes airport lounge facilities,
web-checking
•Can book on-flight meals while
booking the tickets
•minimise waiting time & increase
customer satisfaction
Characteristics Features in Airlines Examples
Variability •Invest in good hiring & training
procedures
•On-flight services
•Standardize the service-
performance process through out
the organization
•Monitor Customer satisfaction by
filling forms while on flight
Indigo has a single fleet (Airbus 320) to
reduce, standardize training cost of
crew.
Air India offers on-flight meal : need
not book that separately
IndiGo, SpiceJet have started red-eye
flights (late night flights) within the
domestic network
Perishability •Differential Pricing
•Non peak Demand can be
generated
•Part-time Employees can be hired
to serve peak demand
Indigo employees work in multiple
roles can easily serve efficiently during
peak demand.
Air India and Jet Airways pay 1%
regular commission for domestic
ticketing to travel agents: differential
pricing.
Air India offering tickets with fares
starting Rs.1,557 for domestic flights
for the lean season: off-peak demand.
Service marketing in airlines industry

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Service marketing in airlines industry

  • 1. Characteristics of services marketing GROUP NO - 03 1. Daizy Das 2. Joy Majumder 3. Puja Chowdhury 4. Ram krishna Sharma 5. Snehasish Mondol 6. Tanmoy Roy 7. Tracy kainth
  • 2. Characteristics of services marketing  Intangibility  Inseparability  Variability/ Heterogeneity  Perishability
  • 4. Characteristics Features in Airlines Examples from major players Intangibility •Food / Beverages •Newspapers •Movies/Music •Staff uniforms •Logos; Colour and design •Seats and cushions •Audio / Video facilities for work or pleasure •Baggage retrieval •Flight bookings •Cabin environment Indigo believes that on-time flights means on-time meetings: Address customer’s psychological needs Air India cabin crew are dressed in traditional outfits: gives a flavour of Indian culture Inseparability •Service can be consumed only when flight is on-boarded •Pre-service consumption however includes airport lounge facilities, web-checking •Can book on-flight meals while booking the tickets •minimise waiting time & increase customer satisfaction
  • 5. Characteristics Features in Airlines Examples Variability •Invest in good hiring & training procedures •On-flight services •Standardize the service- performance process through out the organization •Monitor Customer satisfaction by filling forms while on flight Indigo has a single fleet (Airbus 320) to reduce, standardize training cost of crew. Air India offers on-flight meal : need not book that separately IndiGo, SpiceJet have started red-eye flights (late night flights) within the domestic network Perishability •Differential Pricing •Non peak Demand can be generated •Part-time Employees can be hired to serve peak demand Indigo employees work in multiple roles can easily serve efficiently during peak demand. Air India and Jet Airways pay 1% regular commission for domestic ticketing to travel agents: differential pricing. Air India offering tickets with fares starting Rs.1,557 for domestic flights for the lean season: off-peak demand.

Editor's Notes

  1. passengers buying tickets from agents will have to pay more than those buying through airline websites 80% of airline tickets currently sold in India are through travel agents and websites The months of January to April are considered lean season for domestic flying before the peak of May-July, when summer vacations start for schools. special New Year discounted fares starting Rs.1,557 for tickets booked till 18 January for travel between 16 January and 30 April.