COLEGIO DE AMORE

Indang – Trece Road, Luciano, TreceMartires City Cavite

College of Business Administration

Jet Airways Flower Of Service

In Partial Fulfillment
Of the Requirements for the degree of
Bachelor of Science In Business Administration
Major in Marketing Management

Prepared by
Rocky Mae C. Nonga

Mrs. Marissa Rivera

Instructor

1
 COLEGIO DE AMORE
Indang – Trece Road, Luciano, TreceMartires City Cavite
College of Business Administration

Jet Airways Flower Of Service

2
 COLEGIO DE AMORE
Indang – Trece Road, Luciano, TreceMartires City Cavite
College of Business Administration

Information

 Regarding to the organization,

flight schedule,
availability.tickets,fares,
promotional shemes, etc.

 Through website, call service,

sms, various ads (newspaper,
magazines, television)
employees (marketing sales and
reservation employees) jet
wings (in flight magazines)

In the information part, Jet Airways has done a good job. For example, it
provides customers with the necessary and thorough information about the flights
offered by Jet Airways through several easy and convenient means such as by
its official website (http://www.jetairways.com), call services, sms services, a large
number of advertisements including newspaper, magazines, television and other
media, employees’ consulting service including the marketing staff as well as its
own magazine named the JetWings a in-flight magazine (Robyn 2010) .
Via the various means to get necessary information about the flights by Jet
Airways, customers can find out the fight schedules, availability information, ticket
price and these promotional campaigns and so on much easier without wasting
time and energy to go directly to the airport to ask for this information they
wanted, which is also the reason why Jet Airways planed, decided and executed
this information obtaining channels (Jet Airways 2011).
According to the flower of service model, the purpose of the information petal is to
assist the core product to be more valuable and competitive (Parasuraman, A.
1998). The information service offered by Jet Airways may be very effective
and convenient for customers to get what they want, which is considered to be
good and excellent.

Consultation
3
 COLEGIO DE AMORE
Indang – Trece Road, Luciano, TreceMartires City Cavite
College of Business Administration

 Regarding the choices

of class, routes to a
destination & special
menus for frequent
fliers.

As many customers may have some doubts and questions towards the choices of
flight classes, the routines to their destinations and other related problem. The
information offering assistance offered by Jet Airlines may not so versatile to
remove all of these doubts from customers. Jet Airlines has taken this point into
consideration and make a suitable plan to offer customers the consulting services
to answer their questions and offer thoughtful service to customers. The
online consulting service, e-mail consulting service, hotline consulting services and
so on are executed by this airlines to help customers get better knowledge on their
choices when flighting with Jet Airways. (Jet Airways 2011)
As the importance of the customer contact for Jet Airways to use the primary
criteria to help it to classify the operation of its service and reflect their
consideration and care for customers, Jet Airlines has make great efforts on this
part. Figure 2.0 is the contact page in Jet Airlines’s official website which is made
up many parts and contact services (Jet Airways 2011). In a word, the contact
service offered by the airlines compared with other airlines company in India or
even in the international market, its plan, design and implementation are worth
mentioning and help it win a large number of customers and relatively strong
customer loyalty (Lusch, Vargo & Malter 2006).

Moreover, besides the above efforts, Jet Airways’ human resource department also
contributes to a lot. There is a series of training programs for employees in Jet

4
 COLEGIO DE AMORE
Indang – Trece Road, Luciano, TreceMartires City Cavite
College of Business Administration

Airways, especially for these frontline employees such as the staff in consulting
department. These programs in HR department is to give employees
more knowledge and information on their job and their company and then
employees can give customers a thorough and relevant answers to
remove their doubts and offer them some satisfactory suggestions on flight choices
(Robyn 2010).

Order Taking

 Booking through phone,

fax and internet.
 Ticket office, call center,
company website &
agents.

Talking about the order taking service of Airlines, we can see it owns all the
measures and means offered by airlines companies in the world market. Customers
can book their ticket based on their own preference by phone calls, call centers,
online booking system, ticket office, fax, agents and so on. To
best service customers, the HR department in Jet Airways works hard to improve

the knowledge and skills of employees in this company. The same as its
contribution to the consulting part, HR department in Jet Airways also
implemented many training plans and activities for its staff engaging in the order

5
 COLEGIO DE AMORE
Indang – Trece Road, Luciano, TreceMartires City Cavite
College of Business Administration

service including the basic skills about how to answer the call wisely and politely,
how to catch the major point of customers request, how to better assist customers
to book their ticket and how to make customers feel satisfactory for

the services they received. Furthermore, to motivate the working passion of these
employees, HR department of Jet Airways has set up some reward system to
motivate the working morale in this company. (Robyn 2010; Jet Airways 2011)
Thanks for these efforts, the total revenue about US $2.63 billion prove
the success of this company and the satisfactory level of customers towards their
service (Jet Airways 2011)

Hospitality and Safekeeping

 Most important differentiating

factor (from ticket booking to post
flight help)

These two parts may be the most important aspect for a service industry such as Jet
Airlines. Because the customer service is one of the determinants for its success,
which required on the job training modules to help employees in Jet Airways to act
attentively and passionately towards customers’ needs (Baum 2002). Besides

these training programs offered by HR department, Jet Airways has decided to build
up a training school and make it come true in 2008. This training school is to nurture
its working staff from the student period, which is to foster a lifelike environment and

6
 COLEGIO DE AMORE
Indang – Trece Road, Luciano, TreceMartires City Cavite
College of Business Administration

offer more part time working chances for students in Jet Airway so as to really reach
the actual working life
and observe the changeable requirements and preference of customers towards the
airlines companies (Robyn 2010; Jet Airways 2011)
Moreover, this training school operated by Jet Airplane also affords the obligation to
nurture pilots to optimize the pilot staff with the full usage of simulator and
facilities in the ground school training so as to ensure the safety of the
flying experience of customers with Jet Airlines (Robyn 2010; Jet Airways 2011)
Besides the quality of pilots contributing to the high safety level of Jet Airplanes,
these facilities insides the airplanes of this company is also worth mentioning. The
airplanes used by Jet Airways are Boeing 777-300ERs and Airbus A330-200 which
are safe, spacious and good facilitate (Vijay 2009). That is to say, these facilities used
by Jet Airline improve the safe ratio of its flights, which should be ensured.
In brief, these HR strategies and operating programs do make Jet Airlines become the
best choice for domestic customers in India and a good choice for
international customer to fly with. It has done a good job.

Exceptions
 Special request
reg.meal preferences,

7
 COLEGIO DE AMORE
Indang – Trece Road, Luciano, TreceMartires City Cavite
College of Business Administration

special amenties for

elderly people or
children, medical
needs etc.

Besides the above good aspects of customer service offered by Jet Airways,
its special services such as meal preferences service, entertainment,
special amenity for the old and young, and some necessary medical services in-
flight are also well designed and executed (Robyn 2010; Jet Airways
2011). For example, the in-flight entertainment tool shown in figure 3.0 named
JetScreen offering audio video for customers on the required program, which has
more than 100 movies, 80 TV programs, 11 radio channels and a 125 titiles’ CD
library. Such kind of entertainment resource all for class passengers flying with Jet
Airline wins the preference of customers (Vijay 2009).
In brief, these services offered by Jet Airlines are necessary and crucial for any
airlines. So these jobs achieved by Jet Airline are a necessity for its business, there
is also a need to improve these services for customers to improve their satisfactory
rate (Park & Robertson 2004).

Billing and Payments

8
 COLEGIO DE AMORE
Indang – Trece Road, Luciano, TreceMartires City Cavite
College of Business Administration

 Charges split, email

bill etc.
 Credit card, travelers
cheque, special
payment, privileges
for frequent fliers.

Besides the common billing and payments means such as charge

splits, travelers check, payment by E-mails, credit card and so on, Jet Airways
induces customers by many promoting means. Its marketing department
has carried out the special payment privileges for those frequent flyers, who can
enjoy a certain amount of ticket discount via the accumulation of flying miles or
some special meals in-flights. Besides this, Jet airlines also offered customers with
hotels reservation services and chauffeur booking services with a low price during
its promoting period. With the low cost and passionate supplementary services, Jet
Airplanes enjoys a good development. (Robyn 2010)
Moreover, to reduce its cost and provide customers with a lower price and
high quality flight experience, Jet airways has executive the code sharing programs
with many airlines all over the world to reduce its operating cost (Robyn
2010). And according to Ito and Lee (2007) the code sharing program
is relatively useful for airlines to save operating cost and then offer customer more
cheaper price.
In brief, in this point, Jet Airways effort to help customer save more money is
worth speaking highly of, which is also one of the reason why so many customers
choose to fly with Jet airways.

Jet Airways Service Blueprint

9
 COLEGIO DE AMORE
Indang – Trece Road, Luciano, TreceMartires City Cavite
College of Business Administration

10