Aviation/Airport Marketing
In preparation for this research effort, review the following publications and familiarize yourself with the service experience of an airline passenger.Partial view of top right of plane ane part of the wing.
Nam, S, Ha, C, Lee, H. (2018). Redesigning in-flight service with service blueprint based on text analysis. (https://www.mdpi.com/2071-1050/10/12/4492/htm) MDPI.com, Sustainability|an Open Access Journal. 10 (12):4492.
Lim, J. & Lee, H. (2019). Comparisons of service quality perceptions between full service carriers and low cost carriers in airline travel. (https://doi-org.ezproxy.libproxy.db.erau.edu/10.1080/13683500.2019.1604638) Current Issues in Tourism, 1-16. (Hunt Library Access)
Next, select an airline and research information pertaining to the services provided and customer reviews. There are many online resources to aid in your search effort, including but not limited to:
Airline Quality Rating (AQR) (ERAU Scholarly Commons) (https://commons.erau.edu/aqrr/?utm_source=commons.erau.edu%2Faqrr%2F29&utm_medium=PDF&utm_campaign=PDFCoverPages)
A-Z Airline Reviews (SkyTrax) (https://www.airlinequality.com/review-pages/a-z-airline-reviews/)
Airlines Traveler Rating (TripAdvisor) (https://www.tripadvisor.com/Airlines)
Develop a comprehensive report of the airline-passenger service encounters (as identified by Nam and Lee, 2018) and propose recommendations for improving service quality. Review the following report requirements:
Topics to Include
At a minimum, your report should include the following topics:
Identify the airline’s position (as a legacy or low-cost carrier) and describe how the service mix caters to their target market.
Evaluate the eight service encounters based on customer reviews and secondary research.
Explain the importance of innovative in-flight services.
Describe the significance of service quality and how it can be measured.
Paper Requirements
At a minimum, your report should include the following:
Written in essay format with at least three sections, a 150 word introduction, body content containing subject headings, and wrap-up or summary.
Include a title page with your name, course, assignment number, and title.
Use current APA (Links to an external site.) in-text citations and include a reference page at the end.
A minimum of 4 pages, double-spaced (not including the title or reference pages).
Uploaded as a document, answers typed into the student comment box will not be accepted.
