75%(4)3 out of 4 people found this document helpful
This preview shows page 1 - 3 out of 7 pages.
[在在在在在]Executive summaryThis report investigates the service marketing of Cathay Pacific Airline. A brief introduction of Cathay Pacific and the services it offered is initially outlined. The analysis then focuses on scheduled passenger services of Cathay Pacific about the challenges posed by the characteristics of services, how it deals with and how it enhances customers experience by its services environment. 1.Introduction1.1 Company background.Hong Kong carrier, Cathay Pacific is an international airline founded in 1946 by Australian Sydney H. de Kantzow and American Roy C. Farrell. (South China Morning Post,2016) It is initially based on Shanghai then it moved to Hong Kong with main hub situated at Hong Kong International Airport. It is a joint venture partner of DHL in Air Cathay Pacific-----a brief analysis of service marketing
Cathay PacificHong Kong since 2002, which helps it a lot in expanding regional network for cargo deliveries. In 2006, Dragonair became a wholly owned subsidiary of Cathay Pacific Group. In the mean time, Cathay Pacific established a closed relationship with Air China. Also, it is one of founder members of the Oneworld global alliance. (Cathay Pacific “History”, 2016) Now, it becomes a five-star airline offering scheduled passenger servicesand cargo services to 194 destinations and 52 countries with with a fleet of wide-body aircrafts which is one of the youngest in the sky, consisting of Airbus A330, Airbus A340,Boeing 747 and Boeing 777. (Interim Report, 2015) Meanwhile, Cathay Pacific was awarded as “World’s Best Airline” for the forth times in Skytrax's 2014 Airline of the Year. (Cathay Pacific Fact Sheet, 2014) 1.2 Services descriptionCore productAs mentioning before, Cathay Pacific offers scheduled passenger services and cargo services. In other words, the core product of Cathay Pacific is the services of transporting passengers and cargoes to different destinations. And this core product is supplemented by various other services.Supplementary servicesThe supplementary services of Cathay Pacific will be different in terms of the travel classes. Generally, food and beverage, duty-free shopping, health tips and hospitality, entertainments like movies, music, games will be available to every passenger in flight. First class passengers will be also provided with faster checking, extra kits, sleeping suits and other better services. In addition, Cathay Pacific offers up to date information about the timetable, flight, special offers, policies and rules, etc. on their website. Suggestions like Package holiday deals including flights and hotels suggested by Cathay Pacific and various options regarding the routes of the flight are available to customers. Customers can consult Cathay Pacific for more information either by calling its hot line or searching through its website. Also, Cathay Pacific provides customers with various way to take order and pay for it. They can book ticket online, by phone or at counter and pay for it by credit card, cash or cheque. Meanwhile, there are exceptions made with luggage, for
You've reached the end of your free preview.
Want to read all 7 pages?
Cathay Pacific, Hong Kong International Airport, Cathay Pacific Airline