Introduction to Marketing
Create a report that summarizes the current status of customer service in the airline industry. As a marketer for a major airline, your company is facing difficulty providing acceptable service to the passengers and needs to find a way to emphasize the positive features of your airline’s service.
Analysis Questions:
Using the five variables of service quality (Chapter 12) as your guideline, what steps would you take (within your control) to close the gap between the level of service passengers expect and the level they have been receiving?
How might you attract other customers? Would you give them a level of service that is different from other consumers who are flying with you?
Word Count / Assignment Length:
Assignment length requirements are usually given in terms of numbers of words. Include a word count (the number of words in your assignment) at the end of the assignment, before the references. Your assignment should not more than 10% under or over the prescribed word count. Remember that the title/title page, reference list and appendices are not included in the word count.
Unless the instructor tells you that these limits are strict, it is normally acceptable to be 10% above or below this word limit (so, for example, a 1600-word assignment should be between 1440 and 1600 words). If the assignment uses the words “up to” (as in “up to 1600 words”) that means you met the assignment requirement.
Be advised, the word limit does not include ‘administrative’ sections of the assignment: the cover or title page, table of contents, table of figures, reference list, list of works cited, bibliography, or any appendices.
The word limit that you are given reflects the level of detail required. This means that if your assignment is too long, you’re either taking too many words to explain your point or giving too many / too detailed examples. If your assignment is too short, either there is more to the answer than you have written or the assignment has not gone into enough detail about the answer.
Cover Page:
Create a cover page for this assignment that attracts the readers’ attention and shows them a well-known brand logo. Not sure how this would look, review the sample papers below for ideas.
Sample Solution
In recent years, airlines across the U.S. have experienced tremendous growth as both domestic and international flight see an increased number of travelers. Unfortunately, despite the skyrocketing profits, most of them have neglected the customer experience, especially for the day-to-day economy class traveler. Customers want to feel valued and expect a smooth and easy travel experience. From overlooked customer needs to fragmented experiences, the airline industry faces numerous challenges and must go an extra mile to rebuild customer trust and improve brand reputation. The solution lies in understanding how to improve customer service in the airline industry. There is a lot to be done, but the important steps to consider are: provide an omnichannel customer experience; build relationships with your customers; give power to the customers; and empower your customer service employees.
