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Customer Perception of the Brand Although Jetstar’s strategies are customer focused, they do not have the reputation to follow. Customers perceive Jetstar as a budget airline that doesn’t care for their customers. In 2017 Jetstar was rated the worst airline in the world in a global study based on over 100 airlines (‘Jetstar rated worst airline in the world’, 2017). In the article “Jetstar rated worst airline in the world” (2017), the Newshub reporter mentioned the study “found that more than a third of people who flew with Jetstar were unsatisfied with their service for a number of reasons. There were disruptions from flight cancellation and some passengers were having to wait up four hours after their expected departure time before they actually flew. In response to this study, Jetstar hit back claiming the study lacked veracity. There have been reports of people experiencing terrible customer service with one passenger being asked about her pregnancy when she wasn’t pregnant at all (McQuillian, 2015). Another common complaint about Jetstar’s service was their lack of punctuality with flights being delayed or cancelled. Despite this poor punctual reputation, Jetstar was named New Zealand’s most punctual domestic airline in 2013 (“Jetstar continues to back its performance—and try to change perceptions—with the Punctuality Promise”, 2014). In 2014 Jetstar offered their customers a $25 voucher if they were on a domestic flight that arrived more than 10 minutes after it was expected to. This voucher was available for eight days. This was a strategy that Jetstar tried in order to change people’s minds about Jetstar being an unreliable airline (Jetstar continues to back its performance—and try to change perceptions—with the Punctuality Promise”, 2014). Whilst Jetstar has made efforts to improve the way their brand is perceived; they still have a while to go before they will reach the required perception to match their values. References Bembridge, G. (2012, June 14). Can A Brand Belief Help You To Be More Successful In Today’s Tough Environment?. Retrieved from: https://tweakyourbiz.com/marketing/can-a-brand-belief-help-you-to-be-more-successful-in-todays-tough-environment Bradley, G. (204, December 17). Jetstar sheds low-cost image. New Zealand Herald. Retrieved from: https://www.nzherald.co.nz/ Centre of Aviation. (n.d.). Jetstar Airways. Retrieved from: https://centreforaviation.com/data/profiles/airlines/Jetstar-airways-jq Jetstar continues to back its performance—and try to change perceptions—with the Punctuality Promise. (2014, September 23). Retrieved from StopPress: https://stoppress.co.nz/ Jetstar. (n.d.). Customer Guarantee. Retrieved from Jetstar: https://www.Jetstar.com/nz/en/customer-guarantee Jetstar. (n.d.). Home. Retrieved from: https://www.Jetstar.com/nz/en/home?culture=en-NZ&utm_source=google&utm_medium=cpc&utm_Campaign=nz_always-on_Brand-|-Pure-Brand-|-Exact_Google_search&gclid=EAIaIQobChMIy-WAvP-_4gIV2TUrCh2JcweoEAAYAiAAEgJnH_D_BwE Jetstar. (n.d.). Jetstar Airways. Retrieved from: https://www.Jetstar.com/nz/en/about-us/Jetstar-group/Jetstar-airways Jetstar. (n.d.). Life at Jetstar. Retrieved from: https://www.Jetstar.com/sg/en/careerportal/life-at-Jetstar Jetstar. (n.d.). What drives us. Retrieved from Jetstar: https://www.Jetstar.com/au/en/careers/what-drives-us Jetstar. (n.d.). Who we are. Retrieved from: https://www.Jetstar.com/au/en/careers/who-we-are Lake, D. (2019, February 26). Air New Zealand announces new domestic air fares. Retrieved from: https://www.newshub.co.nz/ Llopis, G. (2016, April 23). Is Diversity Good For Business? Retrieved from Forbes: https://www.forbes.com/sites/glennllopis/2016/04/23/is-diversity-good-for-business/#6aec91214a40 McQuillian, L. (2015, October 29). You get what you pay for, but does Jetstar deserve its bad reputation?. Stuff. Retrieved from: https://www.stuff.co.nz/travel/travel-troubles/73470685/ Price war: Jetstar pledges to beat Air NZ airfares by 10 per cent. (2019, February 27). New Zealand Herald. Retrieved from: https://www.nzherald.co.nz/ Qantas Group. (2018). Business Practice Document. Retrieved from: https://www.qantas.com.au/ Seat Maestro. (n.d.). History of Jetstar Airways. Retrieved from: https://www.seatmaestro.com/airlines-seating-maps/Jetstar-airways/history/ SloganList. (n.d.). Jetstar Airways Slogans List. Retrieved from: https://www.sloganlist.com/airlines-slogans/Jetstar-Airways-Slogans.html World’s safest airlines for 2018: Qantas, Jetstar, Virgin Australia. (2018, January 05). Retrieved from: https://www.news.com.au/ |
