Jetstar: Enhancing the Air Travel Experience through Augmented Services

QUESTION

Company Jetstar:

a. Define the core product: what is/are the core benefits and features of the chosen service product? Who are the customers for this core service product (i.e., their pains and gains)? Who are the direct and indirect competitors?

b. Identify the actual product: outline the tangible aspects of the service product, such as its physical appearance, amenities, technology, and any other relevant components.

c. Develop the augmented product: extend the service product beyond the core and actual components by incorporating additional features and benefits that enhance the overall customer experience. Consider elements like customer service, customization options,

convenience, after-sales support, and other value-added offerings.

Flower of service development:

a. Identify the core and supplementary services: determine the core service and Supplementary services that accompany your service product. For example, Starbucks provides a social space for customers to enjoy coffee, food, etc. Starbucks’ supplementary services may include food and beverage service, merchandise sales, etc.

b.Identify and describe the facilitating and enhancing services that support the delivery of the core and supplementary services.

3.

a. Explain how the augmented product concept enhances the overall customer experience by incorporating additional features and benefits

b. Discuss how the augmented product concept aligns with the core and supplementary services identified in the flower of service

c. Analyse how the supporting services identified in the flower of service contribute to the augmented product concept to enhance the overall service experience.

ANSWER

Jetstar: Enhancing the Air Travel Experience through Augmented Services

In the highly competitive airline industry, Jetstar has carved a niche for itself by providing cost-effective and convenient air travel solutions. Let’s delve into the core, actual, and augmented aspects of Jetstar’s service offering, and how the Flower of Service model is interwoven into its customer experience strategy.

Defining the Core Product: Jetstar’s core product lies in delivering affordable and reliable air travel. The core benefits of Jetstar’s service include affordability, accessibility to multiple destinations, and a time-efficient mode of transportation. The customers for this core service are diverse, ranging from budget-conscious leisure travelers to business professionals seeking cost-effective travel options. Their gains are rooted in the cost savings and accessibility Jetstar offers, while their pains include potential inconveniences related to limited amenities and additional fees.

Direct and Indirect Competitors: Direct competitors of Jetstar include other low-cost carriers like Southwest Airlines and Ryanair, who target similar cost-conscious travelers. Indirect competitors could include traditional full-service airlines and alternative transportation methods like trains or buses.

Identifying the Actual Product: The actual product components of Jetstar include the tangible aspects passengers interact with during their journey. This encompasses aircraft that vary in size and seating configurations, onboard amenities such as seats, lavatories, overhead bins, and in-flight entertainment systems. Additionally, the online booking platform, mobile app, and self-check-in kiosks contribute to the actual experience.

Developing the Augmented Product: Jetstar enhances its service by augmenting the core and actual components with a range of additional features and benefits. The airline focuses on customer service, offering responsive support through its customer service hotline and online help center. Customization options are provided through add-ons such as extra baggage allowance, seat selection, and in-flight meals. The convenience factor is boosted by enabling passengers to modify bookings and check-in procedures. After-sales support, such as flight updates and notifications, contribute to an improved overall experience.

Flower of Service Development: The core service of Jetstar – affordable air travel – is supplemented by various services. These include online booking, baggage handling, in-flight refreshments, and assistance for passengers with special needs.

Facilitating services like ground staff assistance, pre-flight announcements, and in-flight safety demonstrations support the delivery of the core and supplementary services. Enhancing services encompass frequent flyer programs, exclusive lounges for premium passengers, and additional comfort amenities.

Augmented Product Concept and Alignment: The augmented product concept enriches the customer experience by layering additional benefits beyond the core service. This aligns with the supplementary services identified in the Flower of Service model. For instance, Jetstar’s customization options (choosing seats, adding baggage) enhance the value proposition for passengers and align with the supplementary services like baggage handling and in-flight refreshments.

Supporting Services and Overall Experience Enhancement: The supporting services, as identified in the Flower of Service model, significantly contribute to enhancing the augmented product concept. Ground staff assistance and seamless baggage handling contribute to passengers’ peace of mind. Onboard customer service and the provision of special assistance cater to diverse traveler needs, enhancing the overall service experience. These supporting services create a positive brand image and foster customer loyalty by addressing passengers’ pains and ensuring gains.

In conclusion, Jetstar’s augmented services play a pivotal role in shaping the overall air travel experience. By integrating customer service, customization, convenience, and after-sales support, Jetstar enriches the journey beyond the core offering of affordable air travel. The alignment of these augmented services with the core and supplementary services, as identified through the Flower of Service model, ensures a holistic approach to meeting customer needs and expectations, ultimately fostering customer satisfaction and loyalty in the competitive aviation landscape.