AIR TRAVEL “SPEED” MARKETING Altitude your Services Customer Service Customer Service Satisfaction Satisfaction Value Value Designed by: Terry, Tammie,

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Presentation transcript:

AIR TRAVEL “SPEED” MARKETING Altitude your Services Customer Service Customer Service Satisfaction Satisfaction Value Value Designed by: Terry, Tammie, Joanna, Bill

Who’s flying your altitude

Business Travel 500+ employees 500+ employees Company Size; $5M revenue/yr Company Size; $5M revenue/yr Diverse Industries Diverse Industries 500 companies in area 500 companies in area Vancouver Vancouver Employee/customer-orientated Employee/customer-orientated Innovative Innovative Quality Conscious Quality Conscious Service Conscious Service Conscious Outsource Suppliers Outsource Suppliers Book Travel for employees, contractors Book Travel for employees, contractors Travel packages Travel packages

Historical Background: 1999 Canadian Airline Bankrupt 1999 Canadian Airline Bankrupt Air Canada Only National Carrier Air Canada Only National Carrier Consumers Threatened ~ Monopoly Consumers Threatened ~ Monopoly No options ~ few alternatives: eg train/car No options ~ few alternatives: eg train/car Current Background: Oil Shortages, Increased Fixed Cost Oil Shortages, Increased Fixed Cost Increased Passengers, more congestion Increased Passengers, more congestion New Air lines ~ Mergers ~ competition New Air lines ~ Mergers ~ competition

RESULTS Extra Stress created do more with less Quality of Service Declines

SPEED Market Survey Objective: identify criteria consumers use when purchasing Air Plane Tickets Fishbein Model: analyzes consumer attitudes Consumer Perception: Brand Scores AttributeAttributeImportance Air Canada West Jet Tango Price35268 Customer Service Timeliness30452 Customer Satisfaction Refund Policy Value Score This Market Survey provided 5 key attributes that were important to consumers. The Fishbein model shows that West Jet had the highest attitude score against the 2 major competitors

Acting on Dissatisfaction Air Canada: , fax or mail complaints Air Canada: , fax or mail complaints West Jet: Encourages suggestion in interactive feedback web site West Jet: Encourages suggestion in interactive feedback web site Tango: , fax or mail complaints Tango: , fax or mail complaints Canadian Transportation Agency: Canadian Transportation Agency:

Who’s flying your altitude

References Hood, Bruce. "Consumer Relations and Quality Service." Canadian Transportation Agency. International Air Transport Association. International Air Transport Association, Vancouver, BC. 22 Oct Mar Hood, Bruce. "Consumer Relations and Quality Service." Canadian Transportation Agency. International Air Transport Association. International Air Transport Association, Vancouver, BC. 22 Oct Mar "Testing the Airlines: Tango." CBC News. 30 Jan Mar "Testing the Airlines: Tango." CBC News. 30 Jan Mar "Testing the Airlines: WestJet." CBC News. 30 Jan Mar "Testing the Airlines: WestJet." CBC News. 30 Jan Mar "Testing the Airlines: Air Canada." CBC News. 30 Jan Mar "Testing the Airlines: Air Canada." CBC News. 30 Jan Mar