Service Development

Service Development

1. Service Mix Decision

2. New Service Development Process

   • Business Strategy Alignment
   • New Service Strategy
   • Generating Ideas
   • Service Concept Development and Evaluation
   • Business Analysis
   • Prototype Development and Testing
   • Pilot Test
   • Service Launch
   • Continuous Evaluation

3. Service Development of Airline Industry

   • Passenger Market
     • Segmentation Factors
       • Length of Journey
         • Journey Purpose: Business Traverlers (Corporate vs Independent) Leisure travelers (taking holidays vs visiting friends & relatives)
           • Culture/ Country of Origin
     • Service Qualities
       • Frequency and Timing
         • Punctuality
           • Seat Accessibility
             • Ticket Flexibility
               • Frequent Flyer Benefits
                 • Airport Service
                   • In-flight Service
                     • Non-stop flights vs connecting flight
   • Freight Market
     • Segmentation Factors
       • Emergent Segment: emergent traffic, marketing emergency
         • Perishable Segment: physical perishability, economic perishability
           • Routine and Non-perishable
     • Service Qualities
       • Rate
         • Network
           • Frequency
             • Capacity
               • Connectivity
                 • Multimodal Service

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