“Jet Lite is proud to announce the departure of Flight 702 to Mumbai”

Date: 31-August-2009

Time: 9-25 AM to 12-00 PM

Location: Somewhere in the skies along the Kolkata – Mumbai air route

Background

I was heading back to Bombay after an exciting term 4 – and was looking forward to some rest at home. The Jet Lite flight was on time and Bombay was only 155 minutes away … Little did I know how lucky I was – 10 days later, passengers like me felt miles away from their destinations due to the industrial relations dispute that struck the company … There was no doubt, I was lucky J

Prior Expectation

I was expecting to get a quick snack (by paying for it, of course, as is the case for all low-cost carriers) and get some light rest on the Jet Lite flight after a tiring overnight train journey from Jamshedpur to Kolkata.

Basis for Expectation

I knew that the flying experience of Jet Airways was unparalleled based on prior experience. Never can I recall having faced any difficulty or disappointment on board a Jet flight. Indeed, I looking forward to flying by Jet. To me, it still was the best airline carrier, whatever a certain Mr. Mallya may say …

Actual Experience

The flight was a terrific experience. Right at the very start, when the cabin crew went around with water and a freshener, I asked an air hostess for an extra blanket to keep me warmer. The heat of Jamshedpur had obviously left its mark, and I was taking my time getting used to the 21^oC in the flight. I ordered a big chicken sandwich and a mixed fruit as soon as the food tray came along after a cursory glance at the menu and prices. The price range was decent, and on consuming the snack, I realized it was more than just value for money as it left me no longer hungry. Also, I finally felt sleep coming onto me. And so, I drifted off to the Land of Nod…. I have had many dreams in my time. Being woken up by a beautiful air hostess out of a dream – in reality – beats most of them! J

When the plane landed, it was a perfect landing, with not the slightest hint of a bump, and the solid concrete of the runway came into view. My luggage was the 3^rd piece on the conveyor and thanks to Jet’s efficiency, I was the first one from my flight to get a paid taxi-cab (Bombay taxis can loot outstation travelers, BEWARE! J)

Service Trinity Model

Core Service

o   Safe and punctual flying experience o   Hospitality on board the flight

Funding Mechanism

o   Customer Pays o   Company cuts costs by not providing meals on flight but giving customers the option to buy snacks as per their choice (true for all low-cost carriers)

Customer Management System

o   Safety instructions are repeated faithfully on all flights – and safety manuals are also provided to all o   Customer can ring a bell to get service immediately from the cabin crew o   Airlines use a random sample of customers to get feedback on the hospitality and flying experience with NetPromoterScore being a component as well

Employee Management System

o   Rigorous procedures for recruitment from flying schools and air hostess academies are followed to screen out unsuitable candidates at entry stage itself o   Customer feedback on specific members of cabin crew are also taken seriously and may be an input in employee appraisal o   Merit-based pay and merit-based posting are followed

Tangibility vs People/Possessions

	People	Possessions
Tangible Acts	Jet Lite
Intangible Acts

Separability vs Core service/Delivery

	Core	Delivery
Separable
Inseparable		Jet Lite

The Service Process Matrix

	Degree of Interaction and Customization
Degree of labor Intensity		LOW	HIGH
	LOW	Service Factory Jet Lite	Service Shop
	HIGH	Mass Service	Professional Service

Outcome, Interaction and Physical Evidence Quality

·         Outcome was perfect as I reached well in time, had my baggage ready for me on the conveyor immediately, and the plane had a perfect 3-point landing as well, with no jerks or sudden stops throughout the flight.

·         Interaction with the cabin crew was good. They were spontaneous in their response, whether it was my request for an extra blanket or requests by parents concerning their little kids.

·         Physical evidence was also very good - the flight was spic and span, the rest rooms well-maintained and of course the air hostesses were also, good-looking!

SERVQUAL Ratings

Dimension	Rating	Remarks
Tangibles	5	The food, the flight interiors and other tangibles left little scope for improvement; great attention to detail was seen.
Reliability	5	Jet Airways has a great reputation and safety record and throughout the flight the calmness of the plane in the air was fantastic
Responsiveness	5	Quick and also found the right solution to each of the problems or requests they faced
Assurance	5	I was always assured of the flight’s safe landing as well as the hospitality of the cabin crew
Empathy	5	The cabin crew were very well-equipped due to extensive training and planning to handle the problems of old people and of parents with little kids

[Rating is given on a scale of 1-5; 1=Very Bad, 2=Bad, 3=Neutral, 4=Good and 5=Very Good]

Critical Analysis & Suggestions

·         Clearly, Jet Airways and Jet Lite can be considered as a ‘Best Practices’ case in Services Marketing and it is indeed a fitting way to end this blog and course. J

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