Service Differentiation in Marketing: AirAsias Intangible Goods and Services

Product can be differentiating at the services marketing as intangible goods or services [Rafliq. M & Ahmed. P. K. 1995].This means that services are provided by the Airasia also can classify as a product. Airasia had extended its services to different part of world. The research was found that, the majority of respondent was moderately satisfied in every part of product. When considering in each part of product researcher found that, respondents satisfied in part of quality of food and beverage, AirAsia magazine, variety of food & beverage and AirAsia souvenir respectively.

Price

Price is for the marketers to deciding a pricing strategy and the amount a customer willing to pays for the product [Rafliq. M & Ahmed. P. K. 1995]. From the total sample of this research it was found that, the majority of respondent was moderately satisfied in every part of price. When considering in each part of price researcher found that, respondents were satisfied in part of the worth of price compared with distance, pre-booking meal (get 20 percent discount), price of food & beverage, pick a seat (add RM 50) and excess baggage charge (add RM 50 ) respectively.

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Place

From the total sample of the research it was found that, the majority of respondent was satisfied level in every part of place [Gama. D. A. P. 2011]. Is that convenience for the consumers to buy their products? When considering in each part of place, researcher found that there were two points of that had the same rating as the most satisfied; booking ticket via AirAsia’s website and payment through credit card, the second was there are many destinations available and next was check-in counters are available and sufficient and lastly was Air-Malaysia counter service.

Promotion

From the total sample of the research was found that, the majority of respondent was satisfied level in every part of promotion [Gama. D. A. P. 2011]. When considering in each part of promotion, researcher found that the most satisfaction was promotion for new destination, the second was promotion for special festival or events and frequent advertisement and next was promotion for booking ticket including hotel room, finally was condition of promotion accuracy and easy to understand.

People

From the total sample of the research it was found that, the majority of respondent was satisfied level in every part of people [Gama. D. A. P. 2011]. When considering in each part of people, the researcher found that there were two points that had the same rating as most satisfied; Booking ticket via AirAsia’s website and payment through credit card, the second was there are many destinations available and next was Check-in counters are available and sufficient and lastly was AirAsia counter service.

Process

From the total sample of the research it was found that, the majority of respondent was satisfied level in every part of process [Gama. D. A. P. 2011]. When considering in each part of process, the researcher found that the most satisfactions in part of process was information about schedule, destination on AirAsia’s website, suitability of flight schedules, fast check-in process, depart and arrive on time and get baggage rapidly.

Physical Evidence

From the total sample of the research it was found that, the majority of respondent was moderately satisfied level in every part of physical evidence [Gama. D. A. P. 2011]. When considering in each part of physical evidence researcher found that, respondents were satisfied in part of space of storage compartment and demonstrate the emergency instrument, cleanliness of cabin and lavatory, seat position and comfort of cabin seat respectively.