The product offered by Cathay Pacific consists of various components, such as the cabin, and inflight entertainment. Cathay Pacific flight cabins feature various travel classes, such as first class, business class, premium economy class and economy class, priced at different price levels targeting different customers/ market segments.
Nine first class seats are available on the Boeing 777-300ERs, making it a very exclusive service to travellers. Decorated with fine leather and a burgundy carpet, first class seats target passengers seeking great quality and comfort. Handcrafted sculptures enhance the appearance of the cabin, and the seat can be transformed into a fully flat bed with a thicker mattress for added comfort. For in flight entertainment, …show more content…
With an additional seat selection price of HKD98 on the route Hong Kong- Cebu, the preferred seats offer the greatest degree of comfort on the aircraft. (Seat Selector) Passengers on these seats however, are expected to assist cabin crew during an evacuation, and as such are required to be able to speak English. These seats target short- haul business travellers, who are likely to be able to speak English, and may be price conscious but still regard comfort as an important aspect of travelling.
The Standard Plus seats are located near the forward exit or at the rear section of the cabin. Offering a 32-inch pitch legroom, the Standard Plus seats are more spacious compared to the standard seat size. (Seat Selector) The standard seats occupy the rest of the aircraft. These booking classes target leisure travellers, searching for a low budget way of travel.
The success of Cebu Pacific’s booking class system, despite passengers having to pay an additional cost for the more comfortable seats, is an indication that comfort still remains to be an important factor considered by travellers. As such, an emphasis on comfort and service can remain to be Cathay Pacific’s unique selling point, differentiating itself from other low cost airlines. By continuing to improve the quality of service, Cathay Pacific can also establish brand loyalty among its existing customers. …show more content…
According to Skytrax, a customer review site specialising in the airline industry, Cathay Pacific has received a general four star rating for staff service, and have won the title of “World’s Best Cabin Staff” in 2013. In the past, the “People” campaign has displayed various advertisements featuring the excellent service of its cabin crew. This includes various “A Day as…” videos depicting the everyday functions of various employees. Print advertisements also feature the cabin crew in their iconic red uniform, showcasing a professional image to customers, next to a quote representing their attentiveness and caring qualities. (Appendix 1)
It is important for Cathay Pacific to maintain its high standards of service, as it is a crucial element portrayed in its brand image. As such, the aspect of “people” could be further developed by a more extensive provision of training. A comprehensive feedback system can also be put in place, allowing customers to voice any discontent in order to improve customer service and cabin service. The attention to detail, attentiveness and professionalism of staff will help differentiate Cathay Pacific from low cost airlines, who are less inclined to invest in extensive personnel
Nine first class seats are available on the Boeing 777-300ERs, making it a very exclusive service to travellers. Decorated with fine leather and a burgundy carpet, first class seats target passengers seeking great quality and comfort. Handcrafted sculptures enhance the appearance of the cabin, and the seat can be transformed into a fully flat bed with a thicker mattress for added comfort. For in flight entertainment, …show more content…
With an additional seat selection price of HKD98 on the route Hong Kong- Cebu, the preferred seats offer the greatest degree of comfort on the aircraft. (Seat Selector) Passengers on these seats however, are expected to assist cabin crew during an evacuation, and as such are required to be able to speak English. These seats target short- haul business travellers, who are likely to be able to speak English, and may be price conscious but still regard comfort as an important aspect of travelling.
The Standard Plus seats are located near the forward exit or at the rear section of the cabin. Offering a 32-inch pitch legroom, the Standard Plus seats are more spacious compared to the standard seat size. (Seat Selector) The standard seats occupy the rest of the aircraft. These booking classes target leisure travellers, searching for a low budget way of travel.
The success of Cebu Pacific’s booking class system, despite passengers having to pay an additional cost for the more comfortable seats, is an indication that comfort still remains to be an important factor considered by travellers. As such, an emphasis on comfort and service can remain to be Cathay Pacific’s unique selling point, differentiating itself from other low cost airlines. By continuing to improve the quality of service, Cathay Pacific can also establish brand loyalty among its existing customers. …show more content…
According to Skytrax, a customer review site specialising in the airline industry, Cathay Pacific has received a general four star rating for staff service, and have won the title of “World’s Best Cabin Staff” in 2013. In the past, the “People” campaign has displayed various advertisements featuring the excellent service of its cabin crew. This includes various “A Day as…” videos depicting the everyday functions of various employees. Print advertisements also feature the cabin crew in their iconic red uniform, showcasing a professional image to customers, next to a quote representing their attentiveness and caring qualities. (Appendix 1)
It is important for Cathay Pacific to maintain its high standards of service, as it is a crucial element portrayed in its brand image. As such, the aspect of “people” could be further developed by a more extensive provision of training. A comprehensive feedback system can also be put in place, allowing customers to voice any discontent in order to improve customer service and cabin service. The attention to detail, attentiveness and professionalism of staff will help differentiate Cathay Pacific from low cost airlines, who are less inclined to invest in extensive personnel