Air New Zealand's current service strategy

51Due教员组给各位留学生分享一篇纯原创代写范文essay，文章主要讨论新西兰航空有限公司的盈利表现非常好，这与其服务战略密切相关。随着航空业的快速发展，航空公司之间的竞争越来越激烈。面对如此激烈的竞争环境，客户服务已成为航空公司市场活动的重要武器。成熟的客户服务管理应根据相应的理论结合行业的具体情况进行创新应用。本文首先从4C和4R理论分析了新西兰航空公司目前的服务战略，然后结合新西兰航空公司的实际情况进行了案例研究，旨在提升新西兰航空公司的市场竞争力。

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Air New Zealand Limited has a very good profit performance, which is closely related to its service strategy. With the rapid development of the aviation industry, the competition between airlines is becoming more and more fierce. Faced with such a fierce competitive environment, customer service has become an important weapon in the market activities of airlines. Mature customer service management should be based on the appropriate theory combined with the specific situation of the industry to carry out innovative applications. This paper firstly analyzes the current service strategy of Air New Zealand from 4C and 4R theory, secondly, combined with the actual situation of Air New Zealand to carry out a case study.The aim is to enhance the marketing competitiveness of Air New Zealand.

Theoretical research

As a well-known airline with high standards of service, Air New Zealand has been committed to improving passenger experience and maintaining customer relationships to the best of its ability. And a single old marketing means simply can not meet the needs of consumers. Therefore, Air New Zealand must seek its own development path from the innovation of customer service concept and service strategy, and then enhance the competitiveness of the enterprise, realize customer satisfaction and customer loyalty, and finally achieve the strategic development goal of the company. According to the current situation of the company, this paper puts forward the following two sets of theories. First, 4C theory. R.F. Lauterborn, an American marketing expert, put forward the 4C integrated marketing theory in 1990. The 4C theory of integrated marketing advocates that marketing should focus on customers, not "consumers please pay attention", but "pay attention to the consumer", by studying the consumer's psychology, to develop a detailed marketing plan aimed at satisfying consumers. On the premise of paying attention to and meeting the requirements of customer cost and convenience, the 4C theory advocates that it should optimize the combination of marketing communication elements and strengthen the communication with customers in the marketing process. In addition, timely revision of marketing strategy based on consumer feedback to achieve product marketing purpose. Meanwhile, integrated marketing 4C theory holds that successful product marketing must first put aside the product itself, carefully study the needs and desires of customers, and sell products that customers want to buy. Air New Zealand can improve customer satisfaction and achieve very good performance through continuous strengthening of customer communication(Bin,2014).This theory emphasizes the decision of marketing strategy from the perspective of customers, rather than from the perspective of enterprises. Next, 4R marketing theory. At the beginning of twenty-first Century, Elliott Ettenberg, the author of "4R marketing", put forward the 4R marketing theory. The theory holds that with the continuous improvement and maturity of the market, enterprises should constantly strengthen communication with customers, and when actively adapting to customer needs, the enterprises should use the idea of optimization and system to integrate marketing, and actively create demand for customers(Wang & Sun,2007).The 4R concept consists of four parts: Reaction, Relevance , Relationship ,Reward.The most important feature of this theory is that it takes relationship marketing as its core idea, market competition as its orientation, and customer loyalty as its focus.Through 4R, the enterprise can build a firm cooperative relationship with customers, thus forming a unique competitive advantage to maximize profits.The core of the marketing strategy guided by "Reaction" is that whether before or after the purchase, the enterprise can grasp the psychological changes of the consumers in time and cater to the psychological changes of the consumers in time. So that consumers can be satisfied and take advantage of the opportunity to promote sales and achieve sustainable marketing as much as possible.Air New Zealand is reaching out to passengers rather than waiting for them to approach them by increasing the speed of market response.The marketing strategy association guided by "Relevance" refers to the establishment of a long-term and stable mutual need, mutual seeking and mutual assistance relationship between enterprises and customers.The significance lies in the fact that enterprises can not only improve the relationship between customers but also greatly reduce the possibility of customer churn so as to obtain a stable source of customers for enterprises.Air New Zealand offers high-quality services to passengers on the basis of optimal passenger demand.The marketing strategy guided by "Relationship" is no longer a simple trading relationship, but a stable and strong relationship of mutual trust and cooperation between enterprises and customers.The core ideas of relationship marketing are communication, cooperation, win-win, intimacy and control.Air New Zealand implements very good relationship marketing, as good passenger relationships not only reduce the cost of acquiring passengers, but also increase customer retention and customer loyalty.Reward -oriented marketing strategy is the key for enterprises to retain customers and establish customer loyalty. For airlines, this is the process of turning potential passengers into active consumers and partners.When the airline implements the return marketing strategy, it is necessary to provide more transfer value to the passenger , not only to realize the material return, but also to realize the spiritual return for the passenger.

Customer service philosophy

Every successful business is built on it’s high quality service, and New Zealand Airlines is no exception. According to the theory of customer relationship management in 4R and 4C theory, Air New Zealand has achieved very good results in the practical application of these theories. Air New Zealand Limited was named the best luxury economy class and the best economy class in 2016, according to the results of Airline Ratings.com. Economy class, in many people's eyes, is for price-sensitive customers, so the service is poor and the infrastructure is not perfect, but the economy class of New Zealand Airlines is very comfortable, with sofa seats, delicious food, clean environment and so on(MAILONLINE,2016). In addition, according to a sample survey of 66 Airlines conducted by IAA, New Zealand Airlines has achieved its best results since its establishment in 76 years, with global airline share prices falling by 18% in 2016 and airline net profit after tax falling by 20% year on year. New Zealand Airlines (excluding other important profit and loss items) recorded a new record pre-tax profit-NZ$806 million, up 70% from a year earlier, according to its fiscal year 2016 report released at the end of August. The growth of these achievements is the result of the company's continuous implementation of its service objectives(Flynn,2017). As everyone knows, New Zealand has only one million people and a very limited domestic market. New Zealand Airlines is only a small player in the global travel market. Therefore, the service supremacy has become the company's most important strategic goal. As a result, the company has adopted a number of measures to implement this strategy, the company has introduced many new products, new aircraft, and implemented a lot of innovative business. For example, creative flight safety videos, Bell's outdoor adventure theme, the fantastic Hobbit series and the Black Man series, comparable to Hollywood blockbusters. New Zealand Airlines' safety videos are creative and popular every year.These flight safety videos not only popularize safety knowledge, but also show the beautiful scenery and humanistic features of different shooting places,triggering a large number of social media forwarding and inspiring many young people to travel to New Zealand. In addition, its new APP enables passengers to obtain flight information and orders through Apple Watch, enjoy on-site coffee and wine in the VIP lounge of Auckland International Airport, and provide self-service baggage consignment services to save a lot of time for passengers. At the same time, the company through the continuous strengthening of customer service to achieve the company's strategic objectives. Therefore, every month, the company will spend a lot of time to really know their customers, understand their needs, collect their opinions in order to optimize customer experience. Air New Zealand focuses on promoting and gathering opinions on social media,including WeChat and micro-blog, Facebook, twitter, etc. The company has a dedicated team to manage the content of these social platforms, sharing preferential information, interesting activities, interacting with netizens and understanding their travel needs. For example, with the feedback from the market, Air New Zealand has modified the seat of the aircraft. More and more passengers prefer high-class seats, so Air New Zealand has increased its luxury business class seats from 18 to 27 and luxury economy class seats from 21 to 33 on Boeing 787-9 Dreamliner. People-oriented, rather than aircraft-centered, it is the source of the success of the company.

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