The paper "The Service Marketing of Virgin Atlantic Airways" is a wonderful example of an assignment on marketing. Dear Mr. : We thanked you for calling our attention to the food and entertainment during your travels from Mumbai to Heathrow via our Virgin Atlantic Airways. We value what our customers like you think and say. We recognized all those problems that you mentioned in your email to us. We understand your predicament in having to endure nine (9) hours of travel time without food and entertainment. We are deeply sorry that you found the food that we serve during your flight as compared to receiving a dead hamster in the box as a Christmas present and for acquiring a splitting headache from squinting at a crackling screen when you watched our onboard entertainment.
Earlier, no less than Sir Richard Branson telephoned you to personally apologize. You are assured that we are addressing the problems. We are offering solutions to all those that you raised in your email as soon as we received your correspondence. We started by providing training to our staff and crew for our airlines. With regards to the food that we are serving during our flights, we are selecting well the foods with due consideration to what the majority of the customers like based on the surveys that we conducted.
To address your concern, we will again conduct surveys to determine on which aspect(s) of food selection and preparations that we need to improve. You are welcome to visit us on September 1, 2011, at nine in the morning to have a taste test. We are encouraging you to give your inputs on our array of food that we will start to offer our airlines' clients starting October 1, 2011.
The company is also giving you three thousand miles to be credited automatically to your Virgin Atlantic Flying Club card on September 1, 2011. Thank you very much and we are looking forward to more years with you flying aboard our Virgin Atlantic Airways. Sincerely, Marketing Manager INTRODUCTION As the Marketing Manager of Virgin, I wrote the letter above to address the concerns of the complainant and to act promptly on the problems identified. In writing a letter in response to a complaint, the correspondence has to be straight to the point and sincere.
The company should honor whatever was written to the client. It is important that the company's sincerity will be felt by the reader of the response – who is the complainant. The service sector, according to Kutscher & Mark (1983), includes all sectors except those in the goods-producing sector. These include those in the foodservice, transportation service, trading (retail and wholesale), banking, insurance, finance, marketing, communication, hospitality, real estate, public utilities, government and other personal and business services.
All of them deliver a type of service or services. This is a critical type of enterprise since in this sector, the customers' satisfaction and welfare are foremost considerations.