Service Marketing
Student ID: 393 001

~ Company Profile ~
The United Arab Emirates simply known as Emirates is a fast developing international airline consisting of “young fleets in the sky‟. Emirates has attained more than 400 awards for excellence internationally, hence it‟s the most successful and major airlines in the Middle East. The journey of Emirates started in 1985, it was established by Dubai‟s royal family. The airline service started when the Dubai government provided it with two aircrafts and a 10million capital. It started due to cut backs in destinations from Gulf Air and has evolved as one of the best service providers worldwide. The airline service now travels to 120 destinations in more than
70 countries and operate 3200 flights a week with 6 million loyal clients (Emirates
Airlines, 2015).
Emirate‟s is a people processing service provider, which provides a core service of air transportation to passengers from one destination to another and

offers live

experiences in the form of mixed high-quality services in all classes aboard (first, business and economy).

It‟s an experiential, high-contact service that creates

customer value through the consumer service provided to passengers. Emirates targets three key segments around the globe the first segment is business travelers, second segment is leisure travelers and lastly other segments such as government employees, students, immigrants, visiting friends etc. Hence their brand positioning is „A leading, international and quality airline serving the global community‟ as a premium airline
(Knorr et al, 2011).

This service audit report will focus on Emirates by defining the service Emirates provides to their clients, the service encounter and my service encounter on the 15th
November 2011. The report will conclude with recommendations on areas of improvement identified within Emirates for them to improve their service for the future by focusing on the provide gaps, and elements of the extended marketing mix in the creation of the service recommendations.

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Service Marketing
Student ID: 393 001

~ Company Analysis ~
According to Harris (1995), high contact services are those in which service personnel‟s and clients have intimate and direct interactions for an extended period of time. Emirates is a high contact service as the flight attendants and the clients are in close contact over an extended period of time. The service setting and front stage performances have significant influence on client perception of service quality. This includes the appearance and manner of the attendants.

A core service is what the customer is fundamentally obtaining, when travelling with emirates the core service element is safe and secure air transportation of passengers with three types of services including first class, business class and economy class.
The services offered on the airline are intangible, cannot be touched. However the food and seats on the airline are tangible products.

Emirates is considered to be one of the most luxurious airlines. This perception of the brand can be easily associated with high fares and expensive airline whereby in
Emirates case it‟s entirely a different scenario. The airline has been able to actually get benefit from its low costs. Its frequency of flights, large customer base, fuel efficient and economical fleet of planes, cheap labor mainly extracted from the Indian sub-continent, large facility/capacity and wide operations allow them to implement value-based pricing and reducing their costs. Emirates add value to its customers by providing premium services in lowest possible costs (Knorr et al, 2011).
This analysis will use the „Flower of Service Model‟, which demonstrates the organizations core service product surrounded with a variety of supplementary services that enhance and facilitate the delivery of the core service product (Lovelock et al, 2014). While the core service product is defined as a basic benefit the client
obtains,