COMMERCE DEPARTMENT

DPM50123 – SERVICE MARKETING

SIMULATION (CLO 2)

LECTURER NAME:

MADAM SITI KHAIRUL BARIAH BINTI MOHAMOOD

GROUP MEMBERS NAME:

NAME NO. MATRIX

MAHIRAH HAZWANI BINTI MOHD HARIS 03DPR19F1094

SITI AISYAH BINTI RAMLI 03DPR19F1103

SYED MUHD AMRI BIN SYED MOHD ZOHAN 03DPR19F1108

NUR ADLI SYAFIQ BIN ZAINOL 03DPR19F1107

Item/ Body Content Number Of Pages

Introduction 1-2

a. Background AirAsia Company 2-5

b. Three-stage model service consumption

i. Pre-purchase stage

a) Need awarenes 6

b) Information search 7

c) Evaluation of alternative 8

d) Purchase decision 9

ii. Service encounter stage

a) Categorize of service process

i. People processing 10

ii. Possession processing 11

iii. Mental stimulus processing 11-12

iv. Information processing 12

i. High-contacts services 13

ii. Medium-contact services 14

iii. Low-contact services 15

c) Service as a system

i. Service operation system 16-18

ii. Service delivery system 19-20

iii. Service marketing system 20-22

iii. Post-encounter stage

a) Relationship between service performance and 23-24

expectation of airline company

Summary 25

Appendix 26-28

Reference 29
 Introduction

AirAsia is a Malaysian low-cost airline that operates extensive networks both domestically

and internationally. It pioneered low cost airfares in Asia and is now currently the largest low

fare, no-frills airline in Malaysia by fleet size and destinations. AirAsia Group operates scheduled

domestic and international flights to more than 165 destinations spanning 25 countries. Its main

hub is KLIA2, the low-cost carrier terminal at Kuala Lumpur International Airport (KLIA) in Sepang,

Selangor, Malaysia. Its head office is the Red Quarters (RedQ) which located at Kuala Lumpur

International Airport in Sepang, Selangor (AirAsia, n.d.).

Vision

To be the largest low cost airline in Asia and serving the 3 billion people who are currently

underserved with poor connectivity and high fares (AirAsia Mission, Vision & Values, n.d.).

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 Mission

1. To be the best company to work for whereby employees are treated as part of a big

family.

2. Create a globally recognized ASEAN brand.

3. To attain the lowest cost so that everyone can fly with AirAsia.

4. Maintain the highest quality product, embracing technology to reduce cost and enhance

5. service levels.

1. Students are required to form a group, explain and develop your report based on the

following content:

a. Explain detail background of any airline company. ( 10 marks)

AirAsia is a reputed and leading Asian based airline company, which is

headquartered in Malaysia by a government-owned corporation named DRB-Hicom. It is

the largest airline company based on the concept of the Low-Cost Carrier. The company

was established in 1993, and the official operation of the company was started on 18

November 1996. AirAsia offers transportation services to its passengers along with

several other services, which includes courier services and cargo services. AirAsia was

bought over by Tony Fernandes, the current chief executive officer of AirAsia from DRB-

Hicom on 2nd December, 2001 (Soon, 2017). AirAsia managed to become one of the most

popular and profitable airline companies in the world by implementing visionary

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leadership and innovative business approach. AirAsia was named as the best low-cost

airline company in the world for 9 consecutive years at the Skytrax World Airline Awards.

The company makes use of innovative solutions in order to provide low-cost

aviation. The route network of AirAsia is one of the largest in the world, which covers

more than 20 countries all around the world. In 2002, AirAsia became the first airline

company in the region that allowed passengers with the facility to pay for their bookings

by using credit card. Furthermore, AirAsia adopted a fare structure, according to which,

the people who book tickets earlier will get a cheaper fare (AirAsia, 2018). The first main

hub of AirAsia was launched in Kuala Lumpur and Malaysia, and it was known as Low-Cost

Carrier Terminal (LCCT). After starting the first main hub, AirAsia began its second hub in

Johor Bahru. AirAsia has expanded its routes to different countries all around the world

including Indonesia, China, Singapore and the Philippines. AirAsia launched AirAsia

Berhad in 2001, which provides air transportation services, particularly in Malaysia. It

offers scheduled flights and chartered flights for passengers, and also provides air cargo

services (AirAsia, 2018). AirAsia Berhad also facilitates in operating businesses, related

financial services and airline operation services.

AirAsia is one of the largest low fare airline companies in Asia, which has been

expanding its routes to different countries since 2001. It was started in 1993, and the

operations began in 1996. It has a fleet of over 70 aircrafts, which fly to over 120

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destinations and operates over 400 flights daily from its hubs situated in Thailand,

Malaysia and Indonesia (AirAsia, 2018). It ensures no-frills, low fare, and hassle-free

services to decrease the cost and increase the efficiency in every unit of its business. The

airline claims ‘No Admin Fee’, but all the services provided by AirAsia are not free, it has

some fees for some services. The company makes use of Yield Management System

(YMS), Customer Reservation System (CSR) and Enterprise Resource Planning (ERP)

system, which makes it more effective in providing its services, reduces overall cost, and

eliminates inefficiency in their business.

AirAsia is a Malaysian low cost and no-frills airline company, which has a unique

slogan stated as “Now Everyone Can Fly.” AirAsia adopted the Computer Reservation

System (CRS), which enabled it to introduce the first-ever ticket-less travel facility and

also provides features such as advanced boarding passes and online ticket booking.

AirAsia offers the cheapest flights to over 120 destinations across Asia and Australia

(AirAsia, 2018). The company makes use of robust enterprise resource planning system,

which allows it to successfully maintain process integrity, speeds up reporting, and data

retrieval process. AirAsia has the vision to be one of the best and largest airlines that

operates at a low cost. Furthermore, the company wants to serve the 3 billion people who

are currently out of connectivity and cannot afford high fares. It works towards providing

the highest quality products by making technological advancement to reduce cost and

enhance service levels.

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 There are several companies associated with AirAsia including AirAsia X, Tun

Hotel, Tune Monkey, AirAsia Berhad, Thai AirAsia Co. Ltd., AirAsia Japan Co., Ltd., PT

Indonesia AirAsia (India) Limited. AirAsia’s mission is to be the best company, which

ensures good relations between its management and employees, to make everyone fly

with AirAsia by attaining the lowest cost, employ new technology to maintain highest

quality products and enhance service levels. It follows vital certain strategies, which

include safety first, high aircraft utilization, streaming operations, lean distribution system

and point-to-point network to amplify the working of its low-cost model. The company

has partnered with the world’s most famous maintenance providers to ensure its

passengers’ safety. It allows its customers to choose the services they want without

compromising on quality. It offers a broad and innovative variety of distribution channels

to ease the travelling and booking process.

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b. Demonstrate the three-stage model of service consumption. (20 marks)

i. Pre-purchase stage

a) Need awareness

In this stage of need awareness, the new prospective buyer becomes aware of the

wants or needs for the product or service. That is, awareness of the need will lead to the

search for information and evaluation of alternatives before a decision is reached.

Customers are more likely to enter search terms in Google to understand more about

what they’re looking for. For example, if a user faces problems such as high ticket prices

and wants to book a flight ticket at a cheap price, they will search to get the information

they want. Thus, consumers’ problems about ticket prices can be solved by choosing Air

Asia which is the first low-cost airline in Asia available in Malaysia. This is because the

main purpose of AirAsia is to offer low fares to enable everyone to afford to board a plane

and not only the elite who can feel it. AirAsia offers cheaper ticket prices compared to

Malaysian Airlines and other airlines.

Among other problems faced by most consumers is the problem in terms of

payment of flight tickets, where there are scams when booking flight tickets online.

Consumer problems can be solved by choosing this AirAsia airline as AirAsia offers ticket

payment services through an e-commerce platform developed on a secure, reliable and

proven payment solution by the millions of customers flown by AirAsia. AirAsia Megastore

is backed by the same 3D Secure payment system that AirAsia.com powers.

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b) Information search

In Information search alert, where the user will make a study of a product or

service that can help solve the problem or need of the buyer. This is because excellent

information research will lead buyers to several alternative products and services. For

example, users can get more information about AirAsia through newspapers that may

have AirAsia advertising. In addition, users will get the information they want through

AirAsia's official website. By using AirAsia's official website, users can book flight tickets

as well as compare promotional prices on certain days. There are some tips when using

AirAsia's official website, the best time to booking a tickets is when others are asleep at 3

am, this is because on that time customer will get a promo prices and discounts. Avoid

booking flight tickets at 7a.m or 12 noon, where the AirAsia portal is more crowded as

many people use it and cause ticket prices to go up. As well as choosing flight schedules

on weekdays as opposed to weekends or on school holidays or festive holidays.

In addition, there is a more effective form of information research is through

previous user feedback where most users give opinions and some tips in using AirAsia's

airline services. For example, users can also make complaints and reviews on AirAsia's

official Facebook. Indirectly, users can find out the required information as well as

previous users' opinions about the services offered whether it is the best or otherwise.

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C) Evaluation of alternative

In the evaluation of alternatives stage, the consumer will evaluate all possible

alternatives or services available through a contrasting approach to the price, quality and

services offered in a way that can solve the needs or problems of the consumer. There

are many options for consumers in the airline market such as Malaysian Airlines who can

travel almost to all parts of the earth where consumers wishing to travel to the United

States will not benefit from services through AirAsia as AirAsia does not offer routes to

those countries. This will make consumers look for alternative solutions such as Malaysian

airlines.

In addition, users of AirAsia's airline services also evaluate in terms of flight

problems that do not follow the set schedule. This situation has caused dissatisfaction

among passengers who use AirAsia's flight services. Due to the problem, AirAsia will lose

many customers who value punctuality. So AirAsia has taken remedial measures that can

reduce the problem of flight delays so that the quality of service can be improved from

time to time to meet the needs of consumers.

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d) Purchase decision

While in the purchase decision stage, consumers decide to buy services from a

particular company after making an in-depth evaluation and comparison. For example,

consumers can buy AirAsia seat tickets by several methods such as through online

purchases where consumers can actually buy the tickets based on their wants and needs.

Users can also select tickets at the nearest AirAsia ticket center where users can actually

book tickets and also purchase them with the information and support provided by the

salesperson.

Apart from that, consumers will choose AirAsia services because AirAsia Berhad's

market focuses on the target group of low-income consumers. That is, providing low-cost

long-haul airline services around the world. So indirectly, consumers will choose AirAsia

as the main airline service compared to Malindo Air or Malaysia Airlines, where other

airlines offer higher prices.

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ii. Service encounter stage

a) The categorize of service processes. ( 20 marks)

i. People processing

The processing of people involves tangible actions to the body of people. Examples

of people processing services include passenger transportation, barbershops and dental

work. Customers need to be physically present throughout the delivery of the service to

receive the desired benefits. Services that involve real action. AirAsia is a service that

provides airline services, but it is impossible for customers to touch the flight because it

is a trip to a specific destination. So, customers must be physically present to receive flight

services such as they buy flight tickets or may be able to touch aircraft, but in the context

of services, customers do not have the physical tools or equipment used to deliver

services but are only entitled to services such as flight services to people’s bodies .

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 ii. Possession processing

Possession processing includes tangible actions to goods and other physical

possessions belonging to the customer. Examples of possession processing include

airfreight, lawn mowing, and cleaning services. In these instances, the object requiring

processing must be present, but the customer need not be. Tangible actions to goods and

other physical possessions belonging to customers. AirAsia has a service called FLY-THRU

which is an easy and convenient transfer process from one flight to another without the

hassle of going through the immigration process or baggage collection by means of

baggage being checked in directly to the final destination. So passengers do not have to

pick up luggage at the transit hub and check in again instead passengers can go directly

to the departure hall. Once on board the flight, AirAsia also provides luggage storage for

passengers on board.

iii. Mental stimulus processing

Consist of intangible actions directed at customer’s mind and thus require their

mental participation throughout service delivery. In such instances, customers must be

present mentally but can be located either in a specific service facility or in a remote location

connected by broadcast signals or telecommunication linkages. intangible actions directed at

peoples minds. AirAsia advertises their flight services through various platforms such as

television, social media, radio and billboards found on highways and others. When AirAsia

advertises their services such as notifying renewals or promotions, people who hear or see

these advertisements do not need to be physically present as it only requires mental

attendants and flight attendants serve food to passengers, clean toilets for passenger use,

provide information on in -flight safety procedures, information on weather conditions,

information on departure and arrival times are examples of mental stimulus processing as it

involves tangible actions that require the mental thinking. So this will shape the behavior and

the person who hears or sees it to receive the services provided by AirAsia.

Iv. Information processing

Information processing describes intangible actions directed at a customer's

assets. Examples of information-processing services include insurance, banking, and

consulting. In this category, little direct involvement with the customer may be needed

once the request for service has been initiated. AirAsia uses computers in its core

marketing and distribution, booking, sales and telecommunications information

processing centers. Information technology, such as computerized booking systems,

assists AirAsia in marketing and distribution. Information system links with departments

and external parties may be required for efficiency and cost-effectiveness. The booking

system, depending on the software can be used to generate forecasts about expected

departures, returns and bookings. For example, customers can book flight tickets online

without having to queue at the airport instead only showing the ticket booking that has

been made while wanting to board the flight.

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b) The levels (15marks)

I. High-contact services

The high-contact services of AirAsia is the company created a fast-track program

with salesforce trailhead, the same online platform it uses to start training all its

representatives, since it's easily accessible from anywhere, including home. Flight crews

quickly learned how to use salesforce service cloud, the central hub for managing all

customer communications, from wherever they were. After the Trailhead training, they

immersed themselves in AirAsia's own interactive learning program. Then, after two

weeks of intensive training, the reskilled employees were put to the test. AirAsia had

enough staff members to resolve customers' inquiries 24 hours a day. It worked out very

well, in just two weeks flight crews, engineers, and flight attendants mastered the

technical and communication skills to take care of customers' needs. Finally, the service

process is people processing which occurs when customers seek services where the

process consists of tangible actions aimed at their physical person and therefore requires

their physical presence throughout the delivery of services.

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ii. Medium-contact services

The medium-contact services of AirAsia is the company was noticing a growing

trend. Customers were increasingly contacting AirAsia through digital channels like

WeChat, Twitter, WhatsApp, and its website.

Customers no longer wanted to communicate with us by phone. Today world is

fast-paced. People want to book a flight while they're on a train or during a meeting or a

lunch break. In January 2019, the company embarked on an ambitious plan to end phone

service and consolidate all of its service centers and digital channels onto a single platform

in the Salesforce Service Cloud. The airline also created its own chatbot named AirAsia

Virtual Allstar (AVA), which is integrated with the Salesforce platform and handles 80% of

support requests. It communicates in 15 languages that were developed with native

speakers, so it can route customers to the appropriate live agent. Finally, service process

of medium-contact services is possession processing. It occurs when customers ask a

service organization to provide tangible actions not to themselves but rather to some

physical possession. For example, customer need not themselves be involved throughout

service delivery

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Iii. Low-contact services

The low-contact services of AirAsia is Super App. The Self Check-in feature on the

AirAsia Super App now incorporates data from healthcare providers to help our guests

fulfill the travel requirements related to Covid-19 and upload test results certificate or

vaccination status from the comfort of their home. The AI-based digital system is also able

to verify a guest’s vaccination certificate from MySejahtera (for those residing in

Malaysia) during self check-in. Guests may also use the website to check in. Besides,

Contactless kiosks is all AirAsia check-in kiosks at the airports have been upgraded with a

contactless system that allows guests to have their baggage tags printed out without

having to touch the kiosk screen. Lastly, the service process of low-contact services is

information processing. It consist of intangible actions to customer’s possessions or at

their intangible assets. Customers deal with service provider almost entirely at the arm’s

length.

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C) The service as a system (15 marks)

i. Service operation system

AirAsia has provided an information platform on AirAsia services for its customers

to facilitate anyone who wants to know information about it. Not only that, apart from

cargo and domestic flight services AirAsia has also provided complete hospitality for its

customers. The branding of AirAsia was well established in Asia Pacific. One of Asia

cheapest Airlines which are low cost operations.

AirAsia uses the best operating service system to facilitate its customers and

employees. A well -organized operating system will facilitate all customers including staff.

Therefore, AirAsia has strategized and planned a more efficient and systematic operating

system. Customers will be satisfied with the operating system used by AirAsia as well as

faithfully continue to use the services with AirAsia. Not only that, customers will also

experience the best and most satisfying experience with AirAsia flights. They will also

provide good feedback and reviews on AirAsia. Thus, indirectly, AirAsia's rating will be

better than other airlines.

AirAsia creates values through the following vision is to be the largest low cost

airline in Asia and serving the 3 billion people who are currently underserved with poor

connectivity and high fares. Beside that, the AirAsia also creates the mission is to be the

16
best company to work for whereby employees are treated as part of a big family, create

a globally recognized ASEAN brand, to attain the lowest cost so that everyone can fly with

AirAsia and the last is maintain the highest quality product, embracing technology to

reduce cost and enhance service levels.

Low Fare and No Frills are also is AirAsia’s key strategies, Low Fare and No Frills is

mean providing guests with the choice of customizing services without compromising on

quality and services. Another key strategies is Streamline Operation, this key strategies is

make sure that processes are as simple as possible. Beside that, Lean Distribution System

is offering a wide and innovative range of distribution channels to make booking and

traveling easier. The last of the AirAsia’s key strategies is point to point network is to

applying the point-to-point network keeps operation simple and lower costs.

Business process and operation in the AirAsia is has fostered a dependency on

Internet technology for its operational and strategic management, and provides an online

ticket booking services to traveler online. The implementation of information technology

in its value chain provides powerful strategic and tactical tools for AirAsia, which if

properly applied and used, could bring great advantages in promoting and strengthening

the competitive advantages.

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 Moreover, AirAsia has currently adopted information technologies strategically to

integrate the operations and coordinate all the business and management functions. The

followings are few system implementations that AirAsia has done in its marketing and

sales activities as well as operation activity in the value chain. The lowest airlines like Air

Asia attending low cost require high efficiency in every part of the business and

maintaining simplicity. Therefore every system process must incorporate the best

industry practices.

These are often referred to as secondary airports. Operating from so called

secondary airports is cheaper than from the bigger major airports and they are also a lot

less congested and “turnaround times” for aircraft are a lot shorter. Point to point

network. LCC shuns the hub-and-spoke system and embraces the simple point-to-point

network. Almost all AirAsia flights are short-haul (3 hour flight or less). No arrangements

have been made with other airline companies on connecting flights, on possibilities of

flight transfers, nor on having the luggage labeled and assed through from one flight to

another. Distribution costs are something that FSC most often ignore. Very often, FSC

relies on travel agents and from their posh sales office. Furthermore, FSC always blows

the budget by complicating their distribution channels by integrating their systems with

multiple Global Distribution Systems. LCC will keep their distribution channel as simple as

possible and will cover the whole spectrum of the clientele profile. For example, AirAsia

can cater to the most sophisticated European traveler via internet and credit card sales.

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ii. Service delivery system

AirAsia has a good service delivery system available to customers such as food

delivery service that is 'AirAsia Food'. With just your smartphone, you can now order a

wide variety of food that can be delivered right to your doorstep, fast and fresh! As

Malaysia continues to face challenges from the epidemic, many have turned to food

delivery services as a way to get their daily food. AirAsia Food is one of the front-line

platforms that offers customers a wide selection of food from the various cuisines

available in the country. When customers order food online in KL on the AirAsia Super

App, they can choose from a selection of Chinese, Italian, Indonesian, Thai, French and

even Fusion cuisines.

In addition, the grocery delivery service at AirAsia Super App was given a new lease

of life and is now known as AirAsia grocer (formerly AirAsia fresh). The new name is in

line with its mission to supply fresh produce and provide a holistic grocery shopping

experience. AirAsia aims to grow into a one -stop platform for daily necessities, especially

online. We have grown 45% of registered merchants since the launch of this service as

they can see the value of our platform where they can leverage AirAsia’s periodic

marketing efforts and campaigns, thereby driving more online traffic and increasing sales.

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 Next, the latest service is the delivery of goods quickly, easily and at an affordable

price to consumers. The AirAsia Xpress service is powered by Teleport, the logistics arm

of AirAsia. Millions of AirAsia Super App users can now choose between instant delivery

service (under an hour) and same day delivery (within 4-6 hours) using motorcycles and

cars. As a comprehensive logistics service provider - AirAsia’s goal is not only to connect

city to city but also city to residential. Teleport’s mission is to provide services that are

not only affordable but fast, to meet market demand. As delivery speed is an important

aspect of e-commerce strategy, the addition of this new AirAsia Xpress service powered

by Teleport will be a catalyst in the industry and strengthen AirAsia's commitment to offer

better, faster and more affordable delivery services.

Iii. Service marketing system

Airlines industry has help the industry in economic growth hence changing the life

of people live and experience the world today Airlines operations interact among various

officially permitted, community life, technology thus influencing management to make

decision and actions This involved in relating the goals of the organization with the

environment to a way of conscious and a planned method.

AirAsia is one of the companies with a good strategic management and has

becoming a low cost carrier airline which received several awards and recognition in the

best low cost airlines in the world in year 2009. As of December 31, 2011, AirAsia Berhad

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 has engaged in providing transportation services which operates at a fleet of 90 aircraft.

AirAsia operation flies over domestic and international destination with 108 routes and

operates over 400 different daily flights which are located from different hubs. Those

hubs are located in Malaysia, Thailand and Indonesia. AirAsia concept applies in no-frills,

hassle-free, low fare business concept and their corporate values are “Now Everyone Can

Fly”.

AirAsia system in the e-commerce is they have implement e-commerce business

tool making it one of the kind that allows a AirAsia to sell product, advertise, purchase

supplies, bypass and track inventory, cutting down the paperwork and sharing

information over the e-portal. This system has improved productivity and higher

profitability and yet minimizing the cost of expenses in the company.

• Social

Has created a huge people awareness and exposure on traveling within a limited

budget in Asia countries. This motivation was created with the AirAsia slogan ” Now

everyone can fly” AirAsia has created different living environment and culture by

promoting different countries. AirAsia commit to “Safety First” has outcome the fear of

customer flying abroad due to the Outbreak of Several Acute Respiratory Syndrome

(SARS).

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• Technology

AirAsia has the state of the art in IT technology which offers E-commerce. In Aug

2003, AirAsia become the first to offer SMS booking where the online service allows

consumer to book ticket online, offer seat choosing and luggage check in. The website

also offers viewing in six different languages. GO holiday was also launch to introduce

customer to book holiday packages online via real time.

• Economic

Due to the stiff competition from MAS, AirAsia tend to offer lower pricing in tickets

and a few flight routes to compete with the current economic. The rising of Asia middle

class population growth has encourage customer to enjoy flying with a cheaper rate of

tickets. Malaysia Tourism and hospitality has boost AirAsia economic by advertising the

brand name.

• Political

To fly outside Malaysia is not easy. Government political is one of the problem

that low cost airlines faces. Landing charge and parking charges are very expensive and

destination to Bangkok, Beijing, and Singapore is no cheaper than a backup airport.

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Iii. Post-encounter stage (10 marks)

a) The relationship between service performance and expectation of airline company.

The service industry is a very delicate area to deal with, especially when it comes

to what the customer needs and whether those needs have been met. Needs and wants

of service customers where the service provider and the customer finds a common

ground that the services have been rendered according to the way the service provider

wanted at an optimal level, and the customer consuming the services and conceding to

the needs being met. The customer responsiveness of a service industry from the

perspective of the customer. When customers seek service providers and the services are

rendered according to their expectation, then the evaluation of the service is

favourable and hence satisfaction.

Aviation service requires exchange of relevant information between the service

provider and the customer. Hence the service provider gains a competitive advantage

when the needs and wants for their customers are known, met and satisfied. The

relationship assists managers to understand how their customers assess their service

experiences. Essentially, three basic issues are addressed what are customers looking for

in a service set up, how do employees proffer services in the eyes of the customer

especially with the service characteristic of inseparability strategies to be put in place to

enhance customer satisfaction and expectation thus gain competitive advantage. These

three factors require managerial attention in efforts to improve customer perceptions

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of service performance and customer satisfaction and expectation. Therefore, AirAsia

airline can strive to enhance customers' service experiences.

For example, this is a customer feedback service from AirAsia :

• Feedback 1 – “good service quality”

I’ve experienced a good service from AirAsia. I didn’t know how to purchased a ticket for

the first time. The staff guide me nicely even a lot of people are waiting.

• Feedback 2 - "can't refund money"

Flight cancelled many times, they now didn't add customer service call. Even they have

AVA but its harder to some people to reach the staff, can't refund money unless you agree

to convert it into credit account.

• Feedback 3 - "appalling customer service"

Absolutely appalling customer service. My flight was cancelled and I was told I would get

a refund. Literally years later my case was closed with no explanation. Finally got hold a

human through live chat to be told my refund has been rejected. Again no explanation.

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 Summary

Consumers hold the rights to take pleasure from perfect and quality services for

the price that they pay to companies. The services that are being made available from

AirAsia is solely for the satisfaction of the consumers and whenever there are some

dissatisfaction in the service, immediately AirAsia will try to make changes to guarantee

the consumers get what they need. The buying process of the consumers have a larger

influences on marketing such as product price place and promotion. They way the

consumers react to AirAsia company services make them to have the ability to make

changes and advertising in the manner that would ensure the consumers would like to

get information.

Therefore, besides profit one of AirAsia ultimate goals is to provide a satisfaction

for more than the particular consumers pay. By understanding the consumer buying

process it will be in a position to reach AirAsia objective in future. Besides that AirAsia can

accomplish their goal and target by analyzing the buyer buying process that involves the

six phases and the impact which consist of personal, psychological and cultural. Each

stages in a position to identify consumer reaction or behavior into the services.

Furthermore, by studying the trend and development AirAsia can be a benchmark among

the list of airlines industry. In addition Air Asia will have greater improvement in terms

with their weaknesses and concentrate on consumers' needs and requirements by fulfill

customer satisfactions.

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 Appendix

Official Website AirAsia

Official Facebook AirAsia

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 Air Asia Online Booking

Air Asia Fly-Thru Service Air Asia Advertisement

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Air Asia Customer Service

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 Reference

• https://web2-bschool.nus.edu.sg/wp

• https://extrudesign.com/a-case-study-on-airasia-impact-of-service-strategy-towards-

consumer-satisfaction-in-the-low-cost-carrier-industry-in-kuala-lumpur-malaysia/

• https://studentlifesaviour.com/samples/marketing-environment-analysis-of-air-asia

• https://www.ukessays.com/essays/information-technology/importance-of-information-

systems-on-air-asia-information-technology-essay.php

• https://newsroom.airasia.com/news/airasia-stringent-safety-measures-on-ground-and-

in-flight

• https://www.businessinsider.com/sc/how-airasia-responded-to-customer-service-

requests-during-a-crisis-2020-12

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