Research on customer service marketing strategy of Cathay Pacific Airways

Abstract

In recent years, with the continuous upgrading of customers' travel demands, the widespread application of Internet technology, and the evolution of the competitive landscape among airlines, the domestic air passenger transport market has been experiencing unprecedented changes in supply and demand. Traditional marketing management models of airlines have become increasingly difficult to adapt to the needs of market changes. Currently, customers' diversified travel demands have become the focus of attention and research for airlines. As people's living standards improve, passengers' requirements for point - to - point pure transportation have shifted from a demand - based to an enjoyment - oriented type. High - quality in - flight services have gradually become the main competitive edge. Therefore, airlines should focus on enhancing their service marketing levels to offer more competitive service products.

Cathay Pacific Airways of Hong Kong is a full - service airline that has been rated as a 5 – star airline with high service quality by Skytrax. This airline has close connections with flights to and from the Chinese mainland. However, as airlines on the Chinese mainland are now upgrading their services, Cathay Pacific's competitiveness in customer service has started to decline. It is currently facing the problem of how to enhance its core competitiveness through effective service marketing strategies, achieve a higher market share, and obtain more revenue.

To address the above - mentioned issues, this paper takes the perspective of service marketing and conducts an in - depth analysis starting from the current difficulties and causes faced by Cathay Pacific's customer service marketing. The research method of questionnaires is employed to investigate customers' service satisfaction and potential demands. The current situation of Cathay Pacific's customer service marketing is discussed from seven aspects, namely product, price, place, promotion, people, etc., centered around the 7Ps combination of service marketing. Through the data from the questionnaires, four existing problems of Cathay Pacific are identified: the service attitude of staff needs to be improved, the handling of abnormal flight situations is inadequate, personalized services are lacking, and the intensity of digital marketing in the domestic market is insufficient. Correspondingly, four improvement strategies are formulated: increasing communication channels with passengers, strengthening service supervision, providing passengers with personalized service experiences, and leveraging big data to enhance precision service marketing.