ExpectedProduct

GenericProduct

AugmentedProduct

PotentialProduct

CoreBenefit

Safe and Comfortable

Flight

Ontime Flights

Seat Assignment

Quick and Easy Boarding and Unboarding

Functional and Comfortable

Seats

Functional Inflight

Entertainment System

Cabin Interior

Cleanliness

Functional Announce

System

Brand Awareness

Ease of Transfers

Ease of Booking and

Cancelling

Spread of Agents

Choice of Fares

Previous Experience

Choice of FoodOntime

and Correct Announces

Choice Of Inflight

Entertainment System

Quick BaggageClaims

Adequate Number of Lavatories

LoungesDelivering

on Promises

Product and Service

Standardization

Segment- and Destination-

specific Products

Seamless Product/Service

Experience

Young Fleet

Caring Customer Relations

Use of High Tech in Cabin Interiors

Comfortable Seat Pitch

Ease of Access to Airport prior to

Flight and Ease of Leaving Airport

After FlightE-books on IFE

Entertainment Systems for

Kids

Remote Check-in

Amenities for Businesspeople

Using Mobile Phone in

Flight

Flag Carrier

VIP Exceptions

Turning into a Habit

Smiles, Care, Respect and Making Feel

Important in every step of services

Being Lesser Tiring Carrier all

through the ProcessBeing

Recommended Carrier

Strong Conventional

and Digital Media Position

Special Parking Lot

Customer-orientedness

Being Felt in Every Step of process

Services Challenging

Limits of Imagination

Audio Anniversary

Messages and Cake

Valentine Day

Celebrations

Souvenirs (Model

Airplanes etc.)

Special approach to

children

Playing Area for Children

Special Kits

Entertainment Materials

Availability of Various Information

Resources

Training to Overcome Fear of

Flight

Right to Choose Adjacent Seat

Occupant

Onboard Prayer Room

Amenity to shower in cabin with a glass top

Massage-Pool

Special cook

Honeymoon room

January 2010, Ersin EKER (eeker@thy.com)

AIR TRAVEL – PRODUCT LEVELS