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Transcript

Q & A

Session

Focus of the project

Competition

Customers' evaluation

Current Services

Strengths

  • Based in the hub of South East Asia
  • Distinguishing air -hostess uniform
  • Safer and more hygienic image due to the city’s reputation

Competition

Weaknesses

  • Weak in Mainland China market comparing to Cathay
  • High tax penalty of Singapore government for delay take off

Direct Competitors

Competition

Gap 1 Expectation Gap

Gap 1: Expectation Gap

Service Quality Analysis

Issue 2:

Poor internal communication & Inadequate service recovery

(The Gaps Model)

Issue 1: Low cultural awareness

Research methodology

Inadequate customer research orientation

Indirect Competitors

  • Major 5 star airlines

  • Based in Asia

Gap 3: Service Performance Gap

Issue 1:

Poor handling of damaged package & Lack of initiative

Issue 2: Oversupply of premium flight tickets

Deficiencies in training of human resources

Failure to match supply and demand

Shanghai-Kowloon Through Train Service

Gap 2: Design and Specifications Gap

Gap 1: Expectation Gap

“A very high product standard is set by each airline, but it appears that much of that demand is subject to the travel policies of the large corporate accounts, and that they are in cost cutting mode, and the more so since the GFC”

Source: Crikey, 2012

Source: Consumer Affairs, 2012

Demand for premium tickets

Issue 1: Unprofessional attire of pilots

Gap3: Service Performance Gap

Gap 4: Communication Gap

Issue 3:

Long waiting time for

confirmation of tickets from AA Agent

Issue 1: Ineffective management of customer expectations

Problems with service intermediaries

Source: Airline Quality, 2012

Source: the points guy.com, 2012

Gap 4: Communication Gap

Issue 2: Over-promising

Source: Airline Quality, 2012

Strengths

Weaknesses

v.s.

  • Much longer traveling time

(20 hours from Kowloon to Shanghai)

Recommendations

Gap 3: Performance 

Recommendations

Gap 4: Communication

  • upward communication
  • training
  • empowerment
  • internet systems

Recommendations

  • promises
  • improvement or decrease expectations
  • internet policies

Gap 2: Service Standards and Delivery

  • upward communication
  • training
  • empowerment

Gap 2: Design and Specifications Gap

Issue 2: Offering used and unclean blankets

Issue 3: Poor seat design

Absence of customer-driven standards

Recommendations

Gap 1: Customer Expectations

  • premium airline
  • surveys
  • frequency and effective implementation
  • monitoring

Customers’ Needs

Sense of privilege

Enjoyable flight

experience

Esteem needs

Flight safety &

Luggage safety

Enjoyment needs

Transportation

Safety Needs

Basic needs

Customers

CUSTOMER SERVICES

Customers

Ways to evaluate Cathay's services

  • Business Travelers

  • Leisure Passengers

( Families & Tourists)

  • Students

Service Blueprint

Problems

Background

Competitions

Services

Catering &

Extra Services

Passenger

Service

Cargo

Service

- Average of 20% growth per year

- One world global alliance

- Vision: to be the world’s best airline by providing the highest quality service so that the customers are happy that they chose Cathay Pacific

Background

- Operated flights to Singapore, Shanghai, Manila and Bangkok

- Under management of Butterfield & Swire

Background

- By Roy C Farrell and H de Kantzow

- Founded on Sept 24, 1946

- Initially based in Shanghai -> Hong Kong

by Agnes, Eunji, Fei, Koeun & Jason

Agenda

Overview

Service Quality Analysis (The GAPS Model)

The service, customers & competition

Conclusion & Recommendation

Q & A

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