INTANGIBILITY IN AIRLINE INDUSTRY
Intangible services are difficult to sell because they cannot be produced and displayed ahead of time. They are therefore harder to communicate to prospective customers. It means that services are high in credence qualities whereas goods are high in search qualities.
Marketers of services can reduce these risks by stressing tangible cues that will convey reassurance and quality to the prospective customers. These tangible cues range from the firm’s physical facilities to the appearance and demeanor of its staff to the letterhead on its stationery to its logo.
In the airline industry transportation is the core product. Since it is intangible in nature a service company can distinguish itself from its competitors by providing several tangible clues like:
- Food / Beverages
- Newspapers
- Movies
- Music
- Staff uniforms- Air India’s staffs always wears a printed blue sari.
- Logos – Air India’s centaur is the logo and maharaja is the mascot.
- Colour and design – Jet airways have blue colour tickets.
- Seats and cushions
- Audio / Video facilities for work or pleasure
- Fax, laptops, etc.
- Baggage retrieval
- Flight bookings
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