Comprehensive Written Assessment 3 PDF

UNIVERSITY OF ST.
LA SALLE BACOLOD
YU AN LOG COLLEGE OF BUSINESS AND ACCOUNTANCY
BACHELOR OF SCIENCE IN TOURISM MANAGEMENT
TMP304/6 Transportation Management
COMPREHENSIVE WRITTEN ASSESSMENT #3
Submitted by:
KEITH MICHAEL ALEGRIA 1920773
ISABELLE JULES LUCERNA 1920641
CLASS CODE AND SCHEDULE:
TMP306_A 12:30p-1:30p MW
Submitted to:
MR. OSTEIN EARN GEMOTEA, MBA-HTM
Ass. Professor, TMP304/6
October 23, 2021
This study source was downloaded by 100000852913645 from CourseHero.com on 10-03-2023 06:08:53 GMT -05:00
https://www.coursehero.com/file/136545664/COMPREHENSIVE-WRITTEN-ASSESSMENT-3pdf/
The Shifting of Customer Behavior Based on The Five A’s Concepts
The digital marketing approach in the internet of things and artificial intelligence era changes the
competitive strategy of Airlines Industry. Almost all airline companies recruit millennial
employees in their marketing activities. The process is based on a digital marketing approach
following Mapping The Five As and the process of consumer behavior as passengers start from
the Aware phase, then Appeal, Ask, Action and Advocate. The end of the consumer behavior
process is a decision to buy, recommend, buy repeatedly and become loyal to a airline that is
considered popular. The Covid-19 pandemic has caused a significant shift in the process of
interpreting the stages of consumer behavior from A1 to A5.
The new customer path

The main value of Marketing 4.0 lies in Kotler’s concept of the customer path. It strikes a great
balance between the traditional (and flawed) marketing funnel and the nebulous and hard to
standardize customer journey framework.
Here’s what it looks like in the most standard “bow-tie” pattern:
The customer path has several distinct stages and there’s a conversion associated with each of
these stages that has a separate name. This makes it even clearer that marketers need to work
at each stage not just pushing for transactional relations with customers.
The five stages, in turn, include:
Prioritizing & Marketing Travel Safety Will Help Airlines Capture Rising Demand
Due to prolonged travel restrictions, demand has been building
for a long time now, and data says all those eager travelers are
most likely to fly with airlines providing a safe journey, as we
slowly emerge from the COVID-19 pandemic.
As multiple data points suggest, there is a growing appetite
among pent up consumers to return to the skies. An informal
poll on LinkedIn had 48% of respondents stating that they “can’t
wait to fly,” while only 10% said they would “only fly out of
necessity.”
This implies that airlines who can build (or have built) trust with
consumers and can supply a safe travel experience at an
affordable price will have a leg up on the competition.
There are tremendous opportunities on the horizon for airlines
that can not only accurately gauge and understand demand but
can connect with the consumers that represent that demand
through relevant offers not just in terms of price, but also by
offering the right products with the right message that will earn
trust and confidence in flying again.
1. Cebu Pacific Air
2. Marketing and prioritization of measures of the passenger’ ground handling services up
to inflight operations of the chosen airline in response to their safety and security management.
Cebu Pacific remains committed to prioritizing the welfare of staff and passengers. With several
layers of biosafety measures in place, the airline is assuring guests of safe travels amid the
pandemic.Cebu Pacific Air teams have increased safety and disinfection measures in place, so
the public can travel with peace of mind. Cebu Pacific assures everyJuan with an essential or
immediate need to travel that the airline is more ready than ever to accompany them on a safe
journey to their desired destinations. As part of its preparation to fly again in the near
future, Cebu Pacific rolls out measures for contactless flights. Having everyJuan’s health and
safety in mind, the airline will continue to promote social distancing and minimize face-to-face
contact between passengers and staff. Safety measures begin at the airport and extend all the
way into aircraft features and hygiene practices. Rest assured, Cebu Pacific remains committed
to ensuring that the safety and welfare of staff and passengers are prioritized.
3. 5 A’s Customer Framework or Marketing-Purchase Funnel

This table will consequently present the journey of the passengers as they transition from
unfamiliar and unaware Airline's solutions and proactive measures towards safe travel to
hopefully conscious passengers and then rabid passengers who advocate the solution and
learned experiences in travelling via air.
AIRLINE BRAND
Programs, Interventions, Response Programs, Interventions, Response
Implementations of Safety Measures on Implementations of Safety Measures
Cebu Pacific
Ground Service Handling Operation on Inflight Operation
Air
All Cebu Pacific ground staff is All Cebu Pacific inflight staffs are
required to wear Personal Protective also required to wear Personal
Equipment (PPEs) while on duty. Self- Protective Equipment (PPEs) while
check in kiosks, check-in and bag drop on duty. They are actively
counters, as well as shuttle buses are coordinating with local and
undergoing frequent cleaning and international authorities, regulators,
AWARE
disinfection procedures to ensure a and health experts, including the
clean environment. Alcohol-based World Health Organization (WHO)
hand sanitizers are also stationed at and International Air Transport
CEB passenger areas for guest and Association (IATA) to ensure each
staff use. flight they operate complies with the
highest standards set for safety and
sanitation.
The airline is still offering affordable air The airline’s fleet of Airbus jets are
fare, holiday promos, and the low fare equipped with High Efficiency
when you book a ticket early. Self Particulate Arrestor (HEPA) filters to
check-in and no-touch boarding is also block microscopic bacteria and virus
implemented for a safer transactions. clusters, including the Novel
It recently received a 7-star safety CoronaVirus, with 99.9%
APPEAL
rating for its efforts to safeguard the efficiency. Their ATR fleet also has
health and safety of its passengers and an Environment Control System
its flight and ground crews, (ECS) that continually circulates the
continuously implements a seamless, air to keep it clean.
contactless flight experience for its
passengers.
The airline’s media platforms are Passengers are free to ask
always ready for passenger’s inquiries. assistance to the flight attendants on
For questions or concerns, passengers duty during inflight. Cabin Crew is
can send a message via Charlie the positioned at the aircraft door to
Chatbot on the Cebu Pacific accommodate well and spray guests’
website, or through CEB’s official hands with alcohol upon entry.
ASK
Facebook and Twitter accounts.
Passengers are free to raise questions
or opinions about the company’s
protocols. They are also free to inquire
to the staffs about their travel
requirements.
Passengers purchase travel ticket The passengers may avail the
through developed online booking personal hygiene kits for sale, which
systems. Passengers may they can pre-order when they book a
ACT
conveniently manage their bookings flight or buy inflight. The kit contains
online through the “Manage Booking” a face mask, anti-bacterial wipes,
portal on the Cebu Pacific website. and gloves.
CEB aims to fully vaccinate all The airline continues to intensify its
employees and third-party workers. safety drive to inspire passenger
Safety and overall flight experience of confidence. They also have rolled
ADVOCATE
our passengers have been their out Contactless Inflights for
topmost priorities. everyone to travel with peace of
mind.
4. Critical evaluation and conclusive recommendation on the core impact of the implications that
airlines who can build (or have built) trust with consumers and can supply a safe travel
experience at an affordable price will have a leg up on the competition.
With these safety measures, Cebu Pacific is looking forward to safe and mindful travels as
everyone eases into the new normal and gets ready to fly again. According to a study from
researchers at Florida Atlantic and Florida Gulf Coast universities, airlines and airports need to
design services and create marketing strategies for passengers dealing with stressful leisure
travel. "This would go a long way toward increasing revenues for both airlines and airports at
one of the most difficult times ever for the air-travel industry," said Melanie Lorenz, Ph.D.,
assistant professor in the marketing department of FAU's college of business. Another sign that
consumers are prioritizing safe travel is their willingness to use health passports while travelling.
In a study conducted by Amadeus, 91% of respondents said they would be comfortable using a
digital health passport.
As far as specific measures airlines can leverage to attract consumers, there are several levers
to be pulled:
 Keeping the middle seat free.

 Packaging supplemental travel insurance as an ancillary.
 Making the travel journey as contactless as possible.
 Having a well-organized boarding and disembarkation approach.
 Cleanliness and other hygienic measures.
 Continuing to offer flexible booking, rebooking and cancellation options.
 Pickup service options for airport transfers.
 Aspirational and emotional-centered communications
There are tremendous opportunities on the horizon for airlines that can not only accurately
gauge and understand demand but can connect with the consumers that represent that demand
through relevant offers not just in terms of price, but also by offering the right products with the
right message. The implementation of safety measures in every operation plays a key role in
engendering trust in passengers when it comes to air transport. It seems obvious that air travel
would not have evolved the way it has in recent years if it weren’t secure, if passengers hadn’t
trusted that their flight would arrive at its destination without any life-threatening incidents.
Security, therefore, is not only a pillar for the development of aviation but has actively
contributed to the passenger number growth we have witnessed in recent years. Therefore, the
legislators, airports, airlines, passengers and staff have to adapt their processes; altering air
travel, regulations and, in turn, the customer experience. This is air travel’s greatest challenge,
maintaining the highest level of security, whilst affecting efficiency as little as possible, and still
continuing to offer the best experience and quality to passengers and airlines alike. It’s no easy
feat, but this is the direction we have to go in and what we must make the most effort to work
on. This way, we’ll achieve reliable air transport for the millions of passengers that use it
worldwide.
5. References:
https://outoftownblog.com/cebu-pacific-advocates-safe-travels-with-58-of-flying-crew-
vaccinated/
https://www.cebupacificair.com/pages/travel-info/covid-travel-reminders/faqs
http://www.asiatraveltips.com/news20/145-CebuPacific.shtml
https://smilse.cebupacificair.com/is-it-safe-to-fly-2020/
https://www.kambr.com/articles/prioritizing-marketing-travel-safety-will-help-airlines-capture-
rising-demand
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UNIVERSITY OF ST.

BACHELOR OF SCIENCE IN TOURISM MANAGEMENT

TMP304/6 Transportation Management

COMPREHENSIVE WRITTEN ASSESSMENT #3

October 23, 2021

The new customer path

3. 5 A’s Customer Framework or Marketing-Purchase Funnel

 Keeping the middle seat free.

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