Service Blueprint of Airlines
University of Nicosia
T h e B r i t i s h A i r w a y s s e r v i c e d e l i v e r y p r o c e s s
God save the Queen! Photo by Bachir
MKTG-380 Services Marketing Lecturer: Alkis Thrassou Section 01 May, 12 2008 Zehra Fattah
Anastasia Kondratenko Federico Lovat
2 1.
3
2.
3
3.
7
4.
8
5.
10
6.
15
7.
19
CONTENTS
Corporate overview
The augmented service
Breaking down the process
Flowchart
Blueprint
Improvement of service delivery
Bibliography
Can I get you anything? Photo by caribb
4
THE PRE FLIGHT
A lot of customers don‟t consciously realize that there is much more to a flight than
booking and attending it.
The price we pay for when purchasing a ticket includes all the supplementary ser-
vices we are going to mention in the next chapters.
The Core product is the transportation from airport A to airport B. but everything
else which accompanies it is called supplementary service, and even if a lot of these
services are expected by the customer, he/she doesn‟t consciously pay for it.
The following are the necessary steps in the process of delivering the service before
the customer gets into the plane. In the following chapter we are going to describe in
detail what happens during the flight.
INFORMATION
The process starts off with the information gathering before attending the flight.
It is very important for the airline to advertise effectively in order to differentiate
from the competitors so that the customer can decide which airline brand to chose.
When advertising it is recommended to underline the features, services and com-
petitive advantages of a brand, as nowadays, being the airline industry in its matur-
ity, a lot of brands seem to be similar in the eyes of the customer.
In recent years, more and more people are searching for information and prices over
T h e B r i t i s h A i r w a y s s e r v i c e d e l i v e r y p r o c e s s
God save the Queen! Photo by Bachir
MKTG-380 Services Marketing Lecturer: Alkis Thrassou Section 01 May, 12 2008 Zehra Fattah
Anastasia Kondratenko Federico Lovat
2 1.
3
2.
3
3.
7
4.
8
5.
10
6.
15
7.
19
CONTENTS
Corporate overview
The augmented service
Breaking down the process
Flowchart
Blueprint
Improvement of service delivery
Bibliography
Can I get you anything? Photo by caribb
4
THE PRE FLIGHT
A lot of customers don‟t consciously realize that there is much more to a flight than
booking and attending it.
The price we pay for when purchasing a ticket includes all the supplementary ser-
vices we are going to mention in the next chapters.
The Core product is the transportation from airport A to airport B. but everything
else which accompanies it is called supplementary service, and even if a lot of these
services are expected by the customer, he/she doesn‟t consciously pay for it.
The following are the necessary steps in the process of delivering the service before
the customer gets into the plane. In the following chapter we are going to describe in
detail what happens during the flight.
INFORMATION
The process starts off with the information gathering before attending the flight.
It is very important for the airline to advertise effectively in order to differentiate
from the competitors so that the customer can decide which airline brand to chose.
When advertising it is recommended to underline the features, services and com-
petitive advantages of a brand, as nowadays, being the airline industry in its matur-
ity, a lot of brands seem to be similar in the eyes of the customer.
In recent years, more and more people are searching for information and prices over