Jetblue Services Case

Services Marketing Case Study

1. Introduction to JetBlue and the JetBlue experience. How is it related to the overall business strategy?

JetBlue was a low cost carrier operating in the US, serving a niche segment.

It had different offerings for the customer segment it served.

Value Proposition in JetBlue context:

* Simplified Maintenance

* High Manpower utilization

* Efficient scheduling – in the New York route

* Was voted the best airlines in terms of Customer Satisfaction

Need for Airlines Segmentation

* If an airlines is catering to a wide array of segments, it cannot serve them all to suit the needs, which leads to customer dissatisfaction

* Therefore, the airlines have to segment their customers in terms of various factors including price sensitivity, business travel, experience based travelers, frequent travelers etc. These customers vary in terms of their requirements and expectations. It is important for the carriers to leverage the available data to get insights into the passenger behavior

* JetBlue operated in the low-fare category of the industry, but unlike other low-fare airlines, JetBlue wasn’t a “no-frills” airline

Offerings – JetBlue experience

Bring humanity back to Air travel and make the experience of flying happier and easier for everyone

* Wider leather seats

* More legroom and storage space

* In-flight entertainment (24 TV channels)

* Dedicated service personnel

* Free co-branded amenities

* Touch screen check-in

* Pre-assigned seats

It offered a unique flying experience due to its “Humanity touch” – The airlines tapped in on caring for its customers in an industry that lacked compassion, a missing human touch. It offered to better the lives of its customers, crewmembers and the communities. This commitment to inspiring humanity was their differentiator.

The airline also flew its planes from point to point. It did not use the hub system of other airlines. By...