Service Marketing

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  • Topic: World's busiest airports by passenger traffic, Emirates, Delta Air Lines
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  • Published : November 19, 2010
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SERVICES MARKETING

Airline Industry Emirates Airline

SUMMARY
Service – Introduction  Airline Industry - Overview of Data  Service Marketing – 3 Additional Ps  Emirates Airlines 

What is Service


A service is an act or performance offered by one party to another. Although the process may be tied to a physical product, the performance is essentially intangible and does not normally result in ownership of any of the factors of production. Services are economic activities that create value and provide benefits for customers at specific times and places, as a result of bringing about a desired change in—or on behalf of-—the recipient of the service. Service is a part of product or full product for which customer is willing to see value and pay for it.





Checking in: People are part of the product in hotel services, so customer satisfaction depends on both employee performance and the behavior of the other customers.

Service Marketing

Characteristics


Intangibility

Inseparability



Perishability



Variability

Determinants of service quality
 Reliability

– delivering on promises  Responsiveness – Willing to help  Assurance – Inspiring trust and confidence  Empathy - Individualizing customers  Tangibles- physical representation

SCHEDULED INTERNATIONAL PASSENGERS CARRIED
Rank 1 2 3 4 5 6 Airline Ryanair Lufthansa EasyJet Air France British Airways Emirates Airline

2009 (thousands)
65,282 41,515 34,593 31,256 27,844 25,921

2008 (thousands)
57,647 42,151 35,417 32,508 29,054 22,444

7
8 9 10

KLM
American Airlines Cathay Pacific Singapore Airlines

22,333
19,514 18,102 16,322

23,808
21,154

19,142

SCHEDULED INTERNATIONAL PASSENGER-KILOMETERS FLOWN
Rank Airline

2009[5]
(millions)

2008
(millions)

1Emirates Airline
2Lufthansa 3Air France

118,284
118,264 116,711

100,672

4British Airways
5Singapore Airlines 6Cathay Pacific 7American Airlines 8KLM

109,402
81,552 81,086 76,301 73,472

113,075
93,626 83,542 80,809 71,972

WORLD’S BUSIEST AIRPORTS - 2009
Total RankAirport
Hartsfield-Jackson Atlanta International Airport 1 Atlanta, Georgia, United States Hillingdon, Greater London, England, United Kingdom 88,032,086 ▬ ▼2.2%

Rank

% Chan ge

Location

Passengers Change

2

London Heathrow Airport Beijing Capital International Airport

66,037,578

▲1

▼1.5% ▲16.8 %

3

Chaoyang, Beijing, China

65,329,851

▲5

4

O'Hare International Airport

Chicago, Illinois, United States

64,158,343

▼2

▼6.1%

5

Tokyo International Airport

Ōta, Tokyo, Japan

61,903,656

▼1

▼7.2%

6

Roissy-en-France, Val d'Oise, Île-de-France, Paris Charles de Gaulle Airport France Los Angeles International Airport

57,884,954

▼1

▼4.9%

7

Los Angeles, California, United States

56,520,843

▼1

▼5.5%

Rank Airport

Location

Rank % Chang Passengers Change e

Total

8 9 10 11

Dallas-Fort Worth International Airport Dallas/Fort Worth, Texas, United States Frankfurt Airport Denver International Airport Madrid-Barajas Airport John F. Kennedy International Airport Flughafen (Frankfurt am Main), Frankfurt, Hessen, Germany Denver, Colorado, United States Madrid, Comunidad de Madrid, Spain Queens, New York City, New York, United States

56,030,457 50,932,840 50,167,485 48,248,890

▼1 ▬ ▬ ▬

▼1.9% ▼4.7% ▼2.1% ▼5.1%

12

45,915,069

▲1

▼3.9%

Hong Kong International Airport
13 Chek Lap Kok, Hong Kong, China 45,560,888 ▼1 ▼4.8%

14

Amsterdam Airport Schiphol

Haarlemmermeer, North Holland, Netherlands

43,569,553



▼8.1%

Dubai International Airport

Service Marketing
Services are distinguished from products mainly because they are generally produced at the same time as they are consumed, and cannot be stored away or taken. An enhanced marketing mix needs to be deployed.

RAINBOW OF SERVICE MARKETING MIX

PRODUCT...
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