Roll: 61

Name: Musfiq Ahmed

Assignment - 1
SERVQUAL: A multidimensional scale to capture customer perceptions and
expectations of service quality:
PERCEPTIONS
Perceptions Statements in the Reliability Dimension
1. When Jetstar promises something to do at a certain 1 2 3 4 5
time, It does so
2. Jetstar is very much concerned with their customers' 1 2 3 4 5
expectation
3. JetStar provides their promised service just on time 1 2 3 4 5
4. JetStar is sincere enough when any of their customers 1 2 3 4 5
encounter any problem

Statements in the Responsiveness Dimension

1. JetStar deals with customers’ requests attentively 1 2 3 4 5
2. JetStar is serious with their customers’ expectations 1 2 3 4 5
3. JetStar employees are always aware of customers 1 2 3 4 5
problems
4. JetStar employees gives you a prompt service 1 2 3 4 5

Statements in the Assurance Dimension

1. JetStar are always careful about customer trust & 1 2 3 4 5
confidence
2. Having a transaction is safe with JetStar 1 2 3 4 5
3. JetStar consists of polite and good employees 1 2 3 4 5
4. JetStar employees have well behaved with you 1 2 3 4 5

Statements in the Empathy Dimension

1. JetStar gives individual attention to all customers 1 2 3 4 5

2. JetStar’s employees build strong customer 1 2 3 4 5
relationship through caring fashion.
3. JetStar understands clients’ industry 1 2 3 4 5
4. JetStar operating hours are very effective for 1 2 3 4 5
customers
Roll: 61
Name: Musfiq Ahmed

Statements in tangible Dimension

1. JetStar’s provided facilities are well appealing 1 2 3 4 5
2. JetStar’s employees are well dressed 1 2 3 4 5
3. JetStar have modern looking floor structure and 1 2 3 4 5
Carriage.
4. JetStar’s Cautions and disclaimer are well written for 1 2 3 4 5
customers to Understand.

Expectation: Several formats for measuring customer expectation using versions of

SERVQUAL
There are several different ways that expectations can be asked in a survey. We present four of
these types below. 1) matching expectation statement 2) referent expectations format 3)
statements that combine both expectations and perceptions and 4) statements that cover different
types of expectation.

Matching Expectation statements (paired with the previous perception statement)

Strongly Disagree Strongly agree
When customers have a problem, excellent firms will 1 2 3 4 5

show a sincere interest in solving it?

Referent expectations Format

1. Considering a “world-class” company to be a 7” how would you rate JetStar performance

on the following service features

Low High
✓ Sincere, interested employees 1 2 3 4 5 6 7

✓ Service delivered right the first time 1 2 3 4 5 6 7

2. Compared with the level of service you expect from an excellent company, how would
you rate JetStar performance on the following?
Low High

✓ Sincere, interested employees 1 2 3 4 5 6 7

✓ Service delivered right the first 1 2 3 4 5 6 7

time
Roll: 61
Name: Musfiq Ahmed

Combined Expectations/perceptions statements

For each of the following statements, circle the number that indicates how JetStar service
compares with the level you expect.

Lower than my Desired the same as My desired Higher Than My desired

Service level service level service level

1. Prompt service 1 2 3 4 5 6 7 8 9

2. Courteous employee 1 2 3 4 5 6 7 8
9

Expectations Distinguishing between Desired service and Adequate service

For each of the following statements, circle the number that indicates how JetStar performance compares
with your minimum service level and with your desired service level.
Compared with my minimum service level Compared with my desired service level
how JetStar service performance is how JetStar
service performance is
Where it comes to…. Lower Same Higher Lower Same Higher
1. Prompt service 1 2 3 4 5 6 7 8 9 1 2 3 4 5 6 7 8 9

2. Well Mannered 1 2 3 4 5 6 7 8 9 1 2 3 4 5 6 7 8 9
employee
 Roll: 61
Name: Musfiq Ahmed

Assignment - 2(A)
Three examples of the expanded marketing mix for services:
7Ps Airlines Hotel Restaurants
Product
Physical good features Well burnished and Well decorated Hygiene, Cleanliness
Comfortable seats and infrastructure and
structure. excellent floor plan.
Quality level Comfortable Seats 5 stars

Accessories Tech Accessories Travel Luggage carts, Carpet, Kitchen things like a
Accessories Blockage coffee cup, decoration,
knives.
Packaging Business-class: 15 ‘Weekend Getaway’ Combine platter
pounds (7 kg).
Economy class: 5 pounds
(7 kg)
Warranties Service on Demand refundable Fresh and Hygiene
food
Product lines Airbus W780s and Boeing Architecture and Stakes, Burger, Thai
889s different room
structures
Branding Sponsor of Football Clubs Westin Dhaka, Pan Steakhouse, chillox,
(e.g. Emirates) Pacific Sonargaon Stubborn Goat.
Product- support services Air Traffic Management Guest service at Fast waiter service
Lounge
Place
Exposure Europe Get Creative with Lost Global Exposure
& Found
Intermediaries Booking and Travel Online Travel Agency Franchising
agents
Outlet locations Frequent places or states Hotel Surplus Outlets Food Cart
Transportation Limo Service Car rental Home delivery

Storage Air Freight Warehouse Luggage Storage Fridge for Meat

Managing channels Agencies Internet booking

 Roll: 61
Name: Musfiq Ahmed

Promotion
Salespeople Flight Dispatcher Front office Online order
Advertising In-Flight Travel Magazine Social media and mail Facebook ad.
advertising
Sales promotion BOGO (Buy 1 get 1) Promotional Deals BOGO (Buy 1 Get 1)

Publicity Awareness Video on Social Media Food Blogging

Official Social Sites Campaign
Internet/ web strategy Shopping ‘Google My Business Foodpanda
App
Price
Price level Bereavement Fare Reck rate Psychological pricing
Differentiation E-ticketing system Personalized Guest
Experience Model
Discounts code Promotional discounts Meal
customization
Allowances Free baggage system Cancellation Free Wi-Fi
People
Employees Flight Crew Door attendant Chef
Customers passenger Business travelers Foody consumer
Physical evidence
Facility design Space for passengers Auto room Traditional Décor
temperature selection
Equipment Draining facilities Bes sheets, coffee cup Oven, mixer.
and blanket
Signage Take off sign Do not disturb Pay First
Employee dress Pilot dress Suited appeal Aprons
Web pages Jetstar TripAdvisor Stubborn Goat
Other tangibles Sky lounge Door key card Membership card
Process
Flow of activities Arrival, booking, Wait, place an order,
departure dining, paying a bill
Customer involvement Air loyalty program Customer Loyalty Poll Review on webpage
Roll: 61
Name: Musfiq Ahmed

Assignment - 2(B)
Examples of how customers judge the five dimensions of service quality:
Industry Reliability Responsiveness Assurance Empathy Tangibles
Airlines Commitment Snacks facility Trusted Knowing The dividing area
on timely during flights, transaction about as need. For
departure emergency and well- individual example ticket
and arrival landing for managed needs and counter, baggage
medical baggage replying to area, employee
emergency system, their query outfit
employee
behavior
Hotel Allocating Prompt Safety of life Managing Front desk, several
rooms as per response and and baggage guest queries sizes of rooms,
reservations. room service and Fire free and delivering Hotel reception.
along with environment, proper
laundry service security knowledge to
camera query.
coverage.
Food & Serving fresh Not making Waiter with Knowing Chair, table, dining
Restaurant foods and wait and clean great about lounge, menu,
not serving environment personality customer accessories.
previous and etiquette needs and
day/rotten serve hygienic
food. food.
Entertainment Proper Buying tickets Well trained Taking care of Ticketing counter,
strong for different mechanics. all the waiting area,
infrastructure rides as fast as customers who swimming, the
for risky possible. are not rider.
rides. knowledgeable
about rides.
Understanding
their need and
giving them
pleasure.
Travel Error-free Simple booking Safe Sharing and Cars and office.
agency and transaction system for transportation collecting
tour operator and normal users, and safe information
guidance. providing guides. about their
proper experiences.
schedule.