Lufthansa listening to customers †Free samples for Students

Questions: 1.For a traveler flying with Lufthansa, what exactly constitutes the service offering? 2.Identify the tangible and intangible aspects of the service? 3.What are the main aspects of the service that distinguish it from physical products? 4.What criteria might customers consider when selecting an airline for business travel? 5.For physical products, the buyer can touch, see or feel and compare alternative offers before deciding which brand to purchase. Taking into account the relative intangibility of airline services, how might an airline customer determine the choice of carrier? 6.How would the marketing of a service offering differ from that of physical products? Identify the main ways in which the service provider would adapt its marketing strategies to create a competitive advantage. Answers: 1.Answer- Lufthansa has with time merged as one of the fastest growing airline brand and because of its services and good brand name it has turned out to the best and most in demand by the people travelling to international places(Hauser, 2015). Most of the people prefer this airline because of the best services and all the things provided to the maximum and full satisfaction of the people. So for a traveler who is flying with Lufthansa, the airline offers to him a great number of services. To grow the demand and make a maintainable image the company offers services which satisfy the demand and needs of the passengers to the fullest. The company provides to the passengers the best cabin crew, the better infrastructure, attentive and well experienced cabin people and the well trained pilots, the new and well-shaped fleet of planes and the best technicians for the people. So the company offers the key service to the passengers is taking care of them and concentrating on them. Hence, they term you as the key service offering. The company, Lufthansa, claims that taking care if the likings and dislikes of the people who are travelling is the most important part ad it is because of this only the people are drawn towards you and to join and travel in your airlines. So, Lufthansa stresses on taking care of the people who are travelling with them and for them the person travelli ng has the supreme power and all the care should be done for him. 2.Answer- any service is such which satisfies the needs and demands of the consumer or the person who has desired for such a service. Earlier only goods were considered as something which would satisfy the needs of the people,(Hauser, 2015) but it is not such. The services are like intangible goods, which cannot be touched, just felt. The services are provided by a lot of people and many people take on services in order to be satisfied. The services which are rendered are for a cost, just like the goods. The customers who take on a service, to get their demands and needs satisfied, pay for the services. The service sector has hence, emerged to bet the fastest growing sector in the 21st century as almost every day we depend on someone or somebody for a service. The service which one takes can give a tangible, which can be seen and touched aspect. Whereas the other aspect is the intangible aspect. The tangible aspect of the services can be taken as the infrastructure which is offered to the customers, the quality of food and products used, and anything which gives a sense of touch. The intangible aspect can be the satisfaction, the sense of dependency, the happiness which one received after getting the services and the anything which is felt by the customer and is psychological, something which cannot be seen or touched. 3. Answer- Physical products are anything which can be seen or touched. They are also something which can be consumed and have a tangible effect(Toporek, 2016). These goods can be anything ranging from food products, to books, to groceries to make up kits, from clothes to anything which can be touched and have a physical form and presence. These goods tend to give satisfaction to the people who want to consume such products and they give sense of joy and comfort that they have got the item. With advent in the technology and growing market and with growing needs and diverse tastes, one new form of products have come prevalent like services which give equal satisfaction to the needs of the consumer, known as services. Services are things such as saloon services, from the helper, of doctor, or teacher, or anyone which tends to provide you with something which satisfies your need and demand. So service and physical products can be distinguished on various grounds. The physical products as the name says can be seen and touched and have a physical appearance. The services are of intangible nature and it can only be felt. One can choose from the goods from its outward appearance whereas no outer appearance of the services. Physical products may have a shelf life and can also be retained for the future use. But the services cannot be kept; they have to be consumed as soon as they are rendered. Hence both the physical products and services can be distinguished from each other but one tends to pay a price for both of them. Both are done to satisfy the needs and demands of the consumers and with growing passage of time services business has started to emerge a lot. 4. Answer- When a customer is choosing things, or when he has to choose something from a number of options, there are various things which the person might consider. From the cost, till the comfort, value for money, etc., there are many factors which are considered before deciding upon a product or services. Hence, a number of things are evaluated before a decision is arrived at for choosing something from a wide range of options. When people are deciding upon an airline for the business travel, they tend to consider a lot of things before deciding upon the airline as they would be spending a lot to get the facilities and they would want a nice experience for the journey which they are going to embark on. Hence, while choosing an airline for business travel, the following factors are kept in mind during selection. The customer would choose the best infrastructure, the airline which would provide comfortable seats. The crew should be vigilant as well as should be ready to help and should be trained. The atmosphere should be perfect and the airplane should be well cleaned and cozy. The comfort during a business class travel is mist, which should be carefully taken care of. The travel fare should be not too extravagant. The airline chosen should match the status of the person travelling. There should be a good gap between the economy and the business class and the people should be taken well care off. The trip should be totally value for money Hence, following are the factors which should be taken care off while selecting an airline during business travel. 5. Answer- while purchasing physical products, people have an advantage that they tend to see and even feel what they want to buy. They can judge the product, they can see its worth, and they can even take a trial of it and then decide whether it is worth the purchase or no. this is the biggest advantage of buying the goods which have a physical form or existence as the physical presence allows the consumer to evaluate the worth of the good and the satisfaction which one would receive from it. It helps in letting the consumer know that the good which he would be purchasing would be worth the buy and will it satisfy his or her expectation and demand or no. But while taking the services there is no chance of getting a trial. It is like a do or die situation. Either you take up the service and pay or just do not avail the service. So while deciding upon an intangible product people tend to go on the face value of the things and even what the previous customers have to say regarding the product. Similarly, while choosing an airline carrier, people firstly tend to see the face value, the picture of the aircraft and the services it provides. The feedback is taken from the people who have already travelled and even the sources such as magazine and newspapers can be taken to know about the airline company. Such sources, help in deciding upon the airline agency. 6. Answer- as the physical product differs from the services; the marketing of both these things too would differ. While the physical products may be given out for trial and to be touched and experienced, the services are mostly offered at discounted prices. The marketing of the services would also include surveys and the feedbacks of the people who have already experienced such services. The physical products may be displayed and the people may be attracted to them, as the physical products can be made eye appealing for the people so that they stand out and are chosen by the people, but such things cannot be done with the services. The services cannot be displayed; hence the people are just attracted to use the services by offering discounts. The service provider can put his marketing skills as an advantage in the following ways- Showing through images and videos what level of infrastructure they provide Showing the feedback of the customers who have taken their services before. Showing their rating and articles in the newspapers and other form of media. Attracting people by offering them discounts of the services for a certain period of time. Showing how they stand out from their competitors. References Hauser, M., 2015. Listening: Processes, Functions and Competency - Page 203. London. Seiden, J., 2017. Sense and Respond: How Successful Organizations Listen to Customers. London: Springer. Toporek, A., 2016. customersthatstick.com. [Online] Available at: https://customersthatstick.com/blog/the-importance-of-listening-in-customer-service/ [Accessed 14 May 2017].