service marketing服务营销分析.docx

The service PROCESS of Turkish AirlinesShuang Li(561557)191022275ls@ The service process of Turkish AirlinesTurkish Airlines (TA) has a great reputation for the quality of the experience provided. In order to better deliver the core service, the actual flight, it also offers various supplementary services to make passengers have an enjoyable trip experience and to differentiate itself from competitors. By comparing TA with one of its competitor-------British Airways (BA), we could have a better understanding of the service concept in airline.Introduction Turkish Airlines operates scheduled services to 261 destinations in Europe, Asia, Africa, and the Americas, making it the fourth-largest carrier in the world by number of destinations.British Airways is a full service global airline, offering year-round low fares with an extensive global route network flying to and from centrally-located airports. (British Airways, n.d.)Service SpecificationThe Core product for an airline company is the transportation from airport A to airport B while everything else which accompanies it is called supplementary service. (Thrassou, 2008)Core ServiceTurkish Airlines’ core service is providing flight with safety, reliability, product line, service quality and competitiveness. British Airways’ core service is transporting passengers fast, safely and comfortably. Supplement ServiceTA’s main supplementary services are in every stages of a journey to augment its core product. The chart below identifies its supplementary services and compares them with BA’s. Turkish airlinesBritish AirwaysInformationWebsite/Reservation system/Mobile appWebsite/Reservation system/Mobile appConsultationAirport deskAirport deskCall-centerCall-centerPre - flight ServiceOptional checking inOptional checking inBaggage handlingBaggage handling Seat-selectingAirport loungeTravel class/Health and wellbeingIn-flight ServiceFoodFoodEntertainmentEntertainmentInflight CommunicationPost flight ServicePost-flight Customer