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Strengths
Weaknesses
Direct Competitors
Issue 2:
Poor internal communication & Inadequate service recovery
(The Gaps Model)
Issue 1: Low cultural awareness
Inadequate customer research orientation
Indirect Competitors
Issue 1:
Poor handling of damaged package & Lack of initiative
Issue 2: Oversupply of premium flight tickets
Failure to match supply and demand
Shanghai-Kowloon Through Train Service
“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
Issue 3:
Long waiting time for
confirmation of tickets from AA Agent
Source: Airline Quality, 2012
Source: the points guy.com, 2012
Source: Airline Quality, 2012
(20 hours from Kowloon to Shanghai)
Issue 2: Offering used and unclean blankets
Issue 3: Poor seat design
Absence of customer-driven standards
Gap 1: Customer Expectations
Sense of privilege
Enjoyable flight
experience
Esteem needs
Flight safety &
Luggage safety
Enjoyment needs
Safety Needs
Basic needs
CUSTOMER SERVICES
Ways to evaluate Cathay's services
( Families & Tourists)
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
- Operated flights to Singapore, Shanghai, Manila and Bangkok
- Under management of Butterfield & Swire
- By Roy C Farrell and H de Kantzow
- Founded on Sept 24, 1946
- Initially based in Shanghai -> Hong Kong