Introduction to Marketing

  Create a report that summarizes the current status of customer service in the airline industry. As a marketer for a major airline, your company is facing difficulty providing acceptable service to the passengers and needs to find a way to emphasize the positive features of your airline’s service. Analysis Questions: Using the five variables of service quality (Chapter 12) as your guideline, what steps would you take (within your control) to close the gap between the level of service passengers expect and the level they have been receiving? How might you attract other customers? Would you give them a level of service that is different from other consumers who are flying with you?