ewc

2. 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

3. Airline Price
Ryanair £20.00
Easyjet £112.98
Lufthansa £271.86

4. 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

5. 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

6. DIMENSIONS OF SERVICE QUALITY
 Reliability
 Assurance
 Tangibles
 Empathy
 Responsiveness

7. DIMENSIONS OF SERVICE QUALITY
 Reliability
 Assurance
 Tangibles
Judgement of Quality
 Empathy
 Responsiveness

8. 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

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. 1. CUSTOMER ROLES
 The customer participates in the co-creation of the overall service outcome
 Customers as contributors to quality, satisfaction and value

11. 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

12. LEVEL OF PARTICIPATION
 According to Bitner, Faranda, Hubbert and Zeithaml, the level of
participation is low
“Service is provided regardless any individual purchase “

13. 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

14. 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.

15. 3. THE SERVICESCAPE
 Ambiant conditions
 Spacial and functional
 Signs, symbols and artefacts
Bitner et al.

30. CONCLUSION
Airline Satisfaction
Ryanair 5
Easyjet 2
Lufhtansa 6

31. CONCLUSION
Airline Satisfaction Airline Expectation
Ryanair 5 Ryanair 2
Easyjet 2 Easyjet 5
Lufhtansa 6 Lufthansa 6

32. 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

33. References
Baron, 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 and
roles 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 and
unfavorable 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 European
Perspective, 4th Edition, Chapter 3, Financial Times Prentice Hall: Harlow
Svensson, G. (2006) ‘New aspects of research into service encounters and service quality’, International
Journal of Service Industry Management, 17(3): 245-257.
Swartz, T. A., Iacobucci, D., (2000) ‘Handbook of services marketing & management’, Sage Publications,
Inc: London

34. THANK YOU FOR YOUR ATTENTION