Task One [1000 words, 30 marks]
Using secondary research, provide an overview of United Airlines. Include its history, the demographic profile of its target market and any global consumer trends it follows.
- Overview [250 words]
When was the company created? Where do they operate? How big is the airline? Where are there headquarters? Who is the chairman and CEO?
- Demographic pROFILE OF A united airlines CUSTOMER [250 words Using market segmentation theory, describe a typical United Airlines customer.
- United airlines CONSUMER TRENDS [250 words]
Identify any trends that United Airlines leverage. Use a consumer trend report.
Provide written or visual evidence
- united airlines CUSTOMER EXPECTATIONS [250 words]
Using your research, describe the likely expectations of a United Airlines customer.
Task Two [2000 words, 60 marks]
Based on evidence from your secondary research, create a service blueprint to depict the journey of DR DAVID DAO. Using the blueprint, identify where the service failure occurred and outline the consequences.
- CUSTOMER JOURNEY [500 words]
Demonstrate an understanding of customer journey mapping and service blueprint theory including its purpose and the benefits an organisation can derive. Determine the key stages in Dr Dao’s customer journey. - Physical Evidence [300 words]
Demonstrate an understanding of the physical environment on customers including relevant theories. Identify the physical evidence in Dr Dao’s customer journey.
- ‘ON STAGE’ INTERACTIONS [300 words]
Demonstrate an understanding of the importance of interactions between customer service employees and customers including relevant theories. Identify any interactions between Dr Dao and customers.
- ‘BACK STAGE’ INTERACTIONS [300 words]
Demonstrate an understanding of the importance of backstage interactions including relevant theories. Identify any backstage interactions in the customer journey of Dr Dao.
- Support processes [300 words]
Demonstrate an understanding of how support processes can affect the customer experience. Identify any essential support processes that were required in the customer journey of Dr Dao.
- service blueprint
The service blueprint needs to be clear and logical. Template available on the VLE.
- SERVICE FAILURE AND RECOMMENDATIONS [300 words]
Demonstrate an understanding of service failure theory and identify where there were failures in the customer journey of Dr Dao. Make recommendations on what they could have done better.
Reference LisT [10 marks]
To secure these marks you are required to list your sources here and to use citations in the text that follow the correct technique. Ten sources minimum is expected. A link to the referencing guide can be found on the VLE.
Example:
Hudson, S. and Hudson, L., 2017. Customer Service for Hospitality and Tourism. Oxfordshire: Goodfellow Publishers Ltd.
