Airblue and Airsial: An Extensive Comparison of Service

Marketing

Introduction

In Pakistan's rapidly growing aviation industry, Airblue and Airsial have emerged as significant
players, each striving to deliver superior services to their customers. This in-depth analysis
compares the service marketing strategies of Airblue and Airsial, focusing on training programs,
customer service, and other critical components. By examining how each airline utilizes these
strategies, we can better understand their market positioning, customer engagement tactics, and
overall service quality. This comprehensive comparison will highlight the nuances of their
service marketing and the impact on customer satisfaction and loyalty.

Training Programs

Airblue

Airblue Limited is a private airline with its head office on the 12th floor of the Islamabad Stock
Exchange (ISE) Towers in Islamabad, Pakistan. It is Pakistan's second largest airline with a
growing share of the domestic market. Airblue's fleet consists of next-generation Airbus A320
and A321 neo Aircraft.

Led by a team with decades of experience in the industry, airblue embodies a new era in air
travel. The company's shareholding structure includes a group of investors including Mr. Tariq
Chaudhary with a majority stake. Mr. Chaudhary also serves as CEO and Chairman of the Board.
Airblue operates scheduled flights linking domestic destinations Islamabad, Lahore, Karachi,
Peshawar and Multan with international destinations of UAE airports Dubai, Sharjah, and Abu
Dhabi, and KSA airports of Jeddah and Riyadh.

1. Employee Onboarding:
 o Comprehensive Introduction: Airblue’s onboarding program ensures new
employees are well-versed in the company’s mission, values, operational
procedures, and customer service standards. This comprehensive training equips
new hires with the necessary knowledge to perform effectively.
o Safety and Compliance: Emphasizing safety protocols and regulatory
compliance, Airblue's onboarding includes detailed instructions to ensure all
employees adhere to industry standards.
2. Continuous Training:
o Regular Workshops and Seminars: Airblue conducts regular workshops and
training sessions to keep employees updated on the latest industry trends,
technologies, and customer service techniques. These sessions are vital for
maintaining high service quality and operational efficiency.
o Performance Evaluation and Development: Through regular performance
evaluations, Airblue identifies training needs and areas for improvement.
Employees are encouraged to pursue professional development opportunities,
with training modules linked to career advancement.
3. Specialized Training:
o Cabin Crew: Specialized training includes customer interaction protocols,
emergency response procedures, and first aid training. This ensures the cabin
crew can handle any situation with confidence and professionalism.
o Ground Staff and Technical Teams: Training for ground staff and technical
teams focuses on operational efficiency, technical skills, and customer service.
This includes managing check-ins, handling baggage, and ensuring aircraft
maintenance and safety.

Airsial

Air Sial is an emerging airline licensed to offer scheduled passenger and cargo services on both
domestic and international levels in Pakistan’s aviation landscape. Inaugurated in 2020 by the
esteemed Sialkot Chamber of Commerce & Industry it became the third private airline in the
country. This helped Air Sial capture the attention of travelers seeking efficient and customer-
centric flying services. The airline aims to improve the air travel experience, particularly in
regions with prominent industrial hubs.

Every day, Air Sial edges closer to its vision of being the nation’s premier airline, under the
guidance of Chairman Fazal Jilani and CEO Ameen Ahsan. Their leadership has propelled the
company to surpass existing travel enterprises, expanding its workforce to over 1000 employees
within just three years. With a fleet of Airbus A320 aircraft and ambitious expansion plans, Air
Sial serves as a catalyst for connectivity. Renowned for their reliability and passenger comfort,
these aircraft can accommodate up to 180 passengers. With top operational and safety practices,
the airline offers domestic routes that encompass major cities, including:

● Karachi
● Lahore
● Islamabad
● Peshawar
● Quetta
● Multan

Initial Training:
o Extensive Training Program: Airsial’s initial training covers operational
procedures, safety measures, and customer service techniques. The program is
designed to equip new hires with the skills and knowledge to excel in their roles.
o Mentorship and Support: New employees are often paired with experienced
mentors who provide guidance and support during the initial training period,
facilitating a smooth transition into their roles.
Ongoing Development:
o Professional Development Opportunities: Airsial places a strong emphasis on
continuous professional development, offering regular training sessions,
workshops, and seminars to ensure employees stay current with industry
standards and best practices.
 o Certification Programs: Airsial offers certification programs in areas such as
safety, customer service, and technical skills. These certifications help employees
enhance their expertise and advance their careers.
Customer-Centric Training:
o Service Excellence: Training programs emphasize customer service excellence,
teaching employees to understand passenger needs and preferences and deliver
personalized, attentive service.
o Handling Complaints and Feedback: Training includes modules on effectively
handling customer complaints and feedback, ensuring employees address issues
promptly and courteously.

Customer Service

Airblue

1. Customer Service Centers:

o Multiple Locations: Airblue has established customer service centers in various
locations, providing easy access to support. These centers are staffed with trained
professionals equipped to handle a wide range of inquiries and concerns.
o 24/7 Support: Many of these centers offer 24/7 support, ensuring customers can
receive assistance at any time.
2. Digital Customer Support:
o Website and Mobile App: Airblue provides robust digital support through its
website and mobile app, allowing customers to book tickets, check flight status,
manage bookings, and access various services from their devices.
o Live Chat and Social Media: The airline offers customer support via live chat on
its website and through social media platforms, ensuring multi-channel
accessibility for customer interactions.
3. Feedback Mechanism:
o Structured Feedback System: Airblue actively encourages customer feedback
through surveys, feedback forms, and social media channels. A structured system
collects, analyzes, and responds to this input.
 o Continuous Improvement: The airline uses feedback to identify areas for
improvement and make data-driven decisions that enhance service quality.
Regular reviews and updates are based on customer insights.

Airsial

1. Personalized Service:
o Individual Attention: Airsial prides itself on personalized customer service, with
staff trained to recognize and cater to individual passenger needs, enhancing the
travel experience.
o Special Assistance: The airline provides special assistance for passengers with
specific needs, such as the elderly, disabled, or those traveling with young
children. This includes priority boarding, assistance with baggage, and in-flight
support.
2. Multi-Channel Support:
o Various Communication Channels: Airsial offers support through multiple
channels, including phone, email, social media, and its official website, ensuring
accessibility.
o Dedicated Customer Service Team: A dedicated team handles inquiries and
issues promptly and efficiently, providing consistent, high-quality service.
3. Proactive Communication:
o Timely Updates: Airsial focuses on proactive communication, providing timely
updates about flight schedules, delays, and other relevant information, keeping
passengers informed.
o Pre-Flight Notifications: The airline sends pre-flight notifications via email and
SMS, reminding passengers of upcoming flights, check-in procedures, and
necessary travel documents.

Service Marketing Strategies

Airblue
 1. Brand Positioning:
o Premium Positioning: Airblue positions itself as a premium airline offering
quality services at competitive prices. Marketing emphasizes reliability, safety,
and customer satisfaction.
o Target Audience: The primary target audience includes business travelers,
frequent flyers, and families seeking reliable and comfortable travel experiences.
2. Promotional Campaigns:
o Discounts and Offers: Airblue runs regular promotional campaigns, offering
discounts, special offers, and seasonal deals to attract and retain customers.
o Collaborations and Partnerships: The airline collaborates with travel agencies,
hotels, and other service providers to offer bundled packages and exclusive deals.
3. Loyalty Programs:
o BlueMiles: Airblue’s loyalty program rewards frequent flyers with points
redeemable for free tickets, upgrades, and other benefits, fostering customer
loyalty.
o Tiered Membership: The loyalty program features tiered membership levels,
each offering progressively better rewards and privileges, incentivizing customers
to achieve higher tiers.

Airsial

1. Market Penetration:
o Competitive Pricing: Airsial’s marketing strategy focuses on market penetration,
offering competitive pricing and attractive packages to draw customers from
established competitors.
o Introductory Offers: Airsial frequently launches introductory offers and
promotions to attract first-time flyers and build brand awareness.
2. Community Engagement:
o Local Partnerships: Airsial engages with local communities through
sponsorships, CSR activities, and partnerships with local businesses, building a
strong brand presence and goodwill.
 o Support for Local Causes: The airline supports various local causes and events,
enhancing its reputation as a socially responsible company.
3. Digital Marketing:
o Social Media Campaigns: Airsial leverages social media platforms for targeted
advertising campaigns, customer engagement, and service promotion.
o SEO and Online Advertisements: The airline invests in SEO and online
advertisements to enhance online visibility and attract potential customers
searching for flight options and travel deals.

Service Components

Airblue

1. Fleet and In-Flight Services:

o Modern Fleet: Airblue operates a modern fleet with comfortable seating, in-flight
entertainment, and meal services. Aircraft maintenance ensures safety and a
pleasant journey.
o In-Flight Experience: Passengers enjoy complimentary meals, beverages, and
entertainment options, enhancing the travel experience.
2. Punctuality and Reliability:
o On-Time Performance: Airblue prioritizes punctuality, maintaining flight
schedules and minimizing delays, enhancing customer trust and satisfaction.
o Operational Efficiency: Advanced scheduling and operational management
systems ensure efficient flight operations and minimal disruptions.
3. Ancillary Services:
o Additional Baggage Allowance: Airblue offers additional baggage allowance
options, benefiting international travelers and those on extended trips.
o Seat Selection and Travel Insurance: Passengers can choose preferred seats and
purchase travel insurance, providing added convenience and peace of mind.

Airsial
 1. Modern Fleet:
o New Aircraft: Airsial’s new and modern fleet ensures comfortable and safe
travel, continually updated to meet international standards.
o Enhanced Comfort: Equipped with comfortable seating and spacious cabins, the
fleet provides a pleasant in-flight experience.
2. Enhanced Customer Experience:
o Superior In-Flight Services: Airsial focuses on providing superior in-flight
services, including gourmet meals, entertainment options, and attentive cabin
crew.
o Customer Feedback: Actively seeking customer feedback, Airsial addresses
issues promptly and maintains high standards of satisfaction.
3. Value-Added Services:
o Priority Boarding: Priority boarding options allow passengers to board early and
settle comfortably, popular with business travelers and families.
o Flexible Ticketing Options: Flexible ticketing allows passengers to make
booking changes with ease, valuable for travelers with uncertain schedules.

Detailed Comparison

1. Training and Development:

o Airblue: Emphasizes comprehensive and ongoing training programs focused on
specialization and continuous improvement. Regular workshops keep employees
updated on industry trends.
o Airsial: Initial intensive training with continuous professional development,
emphasizing customer-centric service and mentorship.
2. Customer Service:
o Airblue: Strong digital presence with multiple customer service centers and
active feedback mechanisms. Offers 24/7 support and robust online platforms.
o Airsial: Personalized service with multi-channel support and proactive
communication. Provides special assistance and timely updates.
3. Service Marketing:
 o Airblue: Premium positioning focused on reliability, safety, and customer
satisfaction. Includes promotional campaigns, loyalty programs, and
collaborations.
o Airsial: Market penetration with competitive pricing and community engagement.
Leverages digital marketing for broader reach.
4. Service Components:
o Airblue: Modern fleet with reliable in-flight services, punctuality, and various
ancillary services, ensuring a comfortable travel experience.
o Airsial: New fleet with superior customer experience and value-added services,
offering enhanced in-flight services, priority boarding, and flexible ticketing.

Comparison Stats of Air Sial and Air Blue:

1. Global Rank:
2. Traffic and Engagement:

AirBlue had more total visits compared to Air.Sial in May 2024.

3. Marketing Channels Distribution:

Conclusion

Airblue and Airsial employ distinct service marketing strategies, reflecting their unique market
positions and customer bases. Airblue, an established player, focuses on maintaining high
standards through comprehensive training, strong digital presence, and loyalty programs. Airsial,
as a newer entrant, leverages competitive pricing, personalized service, and digital marketing for
market penetration. Both airlines prioritize customer satisfaction but employ different strategies
to achieve their goals, highlighting the dynamic and competitive nature of Pakistan's aviation
industry. Through their respective approaches, Airblue and Airsial contribute to enhancing the
overall quality and competitiveness of air travel in the region.