The paper "Service Blueprint in the Airline Industry" is a great example of a marketing assignment. A service blueprint is a tool that can help in solving problems in service provision and identify the point of failure (Pearce & Barbier, 2000). The service blueprint is simple which enables the stakeholders and employees to learn and utilise it (Kerner & Crawford, 2000). There are five main components in service blueprint which are; customer actions, visible/ invisible contacts, support processes and physical evidence. The airline is thus a busy service industry. The airline industry faces several problems such as rising oil prices, limited pricing power, overcapacity, subdued demand and changes in the economy which makes it ideal to analyse its service blueprint (Fojt, 2006).
Using the service blueprint in the airline industry, it is possible to describe and come with ways of improving the interaction between the airline and its customers (Disend, 1991). The service blueprint will also help the airline industry to identify the weak points and areas which they are supposed to innovate. The airline industry thus offers the best organisation in the service industry to look at its service blueprint. Describe three key elements of physical evidence revealed in the blueprint (photos/images of these elements should be included in the visual portion of the blueprint) and discuss how they influence the customer’ s experience; (4 marks) The physical evidence is the evidence that the customers come into contact with.
The physical evidence is always placed at the top position in a service blueprint. These are tangible things that the customers come into contact with and have an effect on the service quality.
The airline industry has several physical variables, which include computers, airport, conveyors, seats, baggage claim, parking, terminal and credit cards. Among this physical evidence, the three main ones are; airplane, terminal and baggage claim. The airplane is the major physical evidence since it acts as the carrier for the passengers and their luggage. The airplane condition has a major influence on the customers’ perception of the airline. The customers expect the airplane to be in good condition before boarding. The customers can shun an airline that has their airplanes involved in accidents or any malfunction (Fojt, 2006).
This makes it vital for the airlines to ensure that they serve the planes regularly and make also have clean records of accidents. The customers are also attracted to airlines which have a recent model of airplanes. The plane industry has been evolving at a faster rate and hence new model of planes have been invented. For the airline to maintain its customers, they have to ensure that they have the best model of planes and outdated models are phased out. The terminal is major physical evidence in the airline industry.
This is a building where the travelers are able to board and disembark. The terminal allows the customers to buy plane tickets, go through the security check and have their luggage handled. Large airports have large terminals which can be multiplied (Fojt, 2006). The quality of the services offered at the terminal has profound effects on the customers. The waiting line in the queue is a major problem in many large airports. The customers are supposed to queue as they purchase tickets, have luggage check and other services at the terminal.
When the customers are forced to wait for a long time, they may become dissatisfied with the airline. This is one of the problems with the airline industry as the customers are supposed to wait in some areas of the terminal. The terminal is supposed to be comfortable and convenient to the customers. This implies that the terminal should have fast and efficient services such as good ground transportation and ticketing.
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