Marking Criteria

Group Criteria

Assessment Criteria Given

Clarity in understanding of selected organisation

Ability to analyze the organisation based on the chosen

Service Management topics

Use of proper language and grammar

Proper referencing and acknowledgement of external

sources

Team work

Total: 70%
Marking Criteria
INDIVIDUAL CRITIQUE:

Assessment Criteria Given

Clarity in presentation of opinion and weight of evidences in

supporting the opinion

Captivity power of critique

Use of proper language and grammar

Total:30%
Marking Criteria
INDIVIDUAL CRITIQUE:

Assessment Criteria Given

Clarity in presentation of opinion and weight of evidences in

supporting the opinion

Captivity power of critique

Use of proper language and grammar

Total:30%
Marking Criteria
INDIVIDUAL CRITIQUE:

Assessment Criteria Given

Clarity in presentation of opinion and weight of evidences in

supporting the opinion

Captivity power of critique

Use of proper language and grammar

Total:30%
Marking Criteria
INDIVIDUAL CRITIQUE:

Assessment Criteria Given

Clarity in presentation of opinion and weight of evidences in

supporting the opinion

Captivity power of critique

Use of proper language and grammar

Total:30%
1.0 Introduction

Aeroline is a well-known double decker coach has been establishing since 1992. Aeroline
coaches are travelling from Kuala Lumpur to Singapore/Penang, has been a trend to replace the
costly air flight by the traveler to destination.
2.0 Aeroline and Features

Aeroline is a double decker coach is not just travelled passengers from a place to the
destination but it also provides the first class quality to the customers. Aeroline introduce
a concept of mobile business lounges on the road. The lounges are service charge free
for 5 person to seat and is famous as a sociable place to passengers. To the business
purpose, working table and power sockets are available for the laptop. Seats for
passengers are ergonomic ally designed and suitable for an adult to suit body for the
right positioning.

Seats Lounge

https://www.aeroline.com.my/aboutus.html

To providing the best facilities in the coach, kitchenette with bottomless beverages are
provide to customer by cabin crew with a meal served on board supplied by Subway
Sandwiches, Caffe 1920 and other reputable caterers. LCD and CD player is attaching in the
coach as an entertainment to passengers for the approximate 5 hours journey with the multi
channel headphone system where songs and movie channel soundtrack is piped into the
headphone system. On board washroom is attach with for smoother pleasant journey to
passengers.
 Aeroline customers are easy to make a booking via the online internet transaction.
Seats preferences and the payment can be pay thru credit card without hassle or queue up. To
customers without credit card, Aeroline also provides delivery system to customers after they
make the booking from call centre. Besides, Aeroline has setting up about 7 counters which,
convenience the customer to walk in for purchasing the tickets and for more information.

Location of departing and arrival place is the concern for all of the customers as their
convenience to access the place. In Kuala Lumpur, Aeroline has setting up 5 counters/ pick
up point where is located in highly populated places. Where in Singapore and Penang, the
strategic location is allocate near to the city and is convenience to get public transportation.
At the departure point, Aeroline has setting up a waiting lounge to the customers while
waiting for the coach arrival. With complimentary coffee and tea, customers can enjoy their
time at the lounge with magazines and LCD. Besides, Aeroline has chosen near to the
shopping complex as pick up point to customers.

As Aeroline customers, they can enjoy the privilege rates of hotel where is exclusive
for Aeroline customer. Together comes with a “package” when booking the coach ticket, no
hassle for traveler to looking for hotels.
 3.0 How does it Works?

“Our mission remaining inviolable; Offer the customer the best service we can
provide; cut our costs to bones; and generate a surplus to continue the unending
process of renewal” (Joseph Pillary, Former Chairman Singapore Airlines, 1999). As an
international standard coach, Aeroline has given the best they have to customer to
make sure that the satisfaction of customer is reaching their expectation. How the
company has provider their services to customer while the best things they have is
there?

Customer Care Officer (CCO), which is the information provider to the customer. By
having the customer care officer, customer is easily to access to them by either calling
up to call centre. Aeroline has given training to customer care officer before them
starting to serve the customers to make sure, the professionalism of the officers are
maintaining and is reflecting to the image of Aeroline. "Customers love us for the value
and convenience provided by the passionate, connected Aeroline team. Trust and
respect is our creed and we live in a culture that acknowledges contribution by
individuals"(Aeroline, 2009). Besides call centre, customer care officer in the counter as
front line officer also providing the information to customer by entertaining them
directly. Courtesy is always been the first sight for a person who makes the judgment
whether the services that had been experienced is it worth for the price. Friendliness
and politeness is necessary from customer officer to make sure that, there is no gap
between customers and service provider.

Cabin crew (CC) is the person serves customers on the board. Special training from
Aeroline has makes the satisfactory level of customer has reached to the expectation.
Captains (coach driver) specially trained to to attain a minimum level of standard. A
double decker coach is not ordinary bus, which can handle by any bus driver. A quality
training and test is needed to assure comfortable and safety of Aeroline’s customer.
Aeroline captains are an award winning from the Bus competition of the year
2007/2008 to gruelling theory and practical driving tests, to overcome multiple obstacle
courses that tests skills and safety levels to the limit.

As a quality assurance, the chassis of the Aeroline coaches are imported from
Germany and Sweden. In every single of the coach, there is pre-installed with a GPS
that reports the driving data of the speeds and installed with electro-magnetic and
hydraulic retarders. This is to make sure the safety has brings the comfortable to
passengers.

https://www.aeroline.com.my/bus_features.html
4.0 Customers and Aeroline
How important is the loyal of customer worth in terms of profits to an organization?
Customers as the asset to the management has increase an organization profit where
customers become more profitable longer they remained in a firm. To remaining customers to
stay with Aeroline, a membership card has been launching by changing customers from
transaction to relationships.
Membership card of Aeroline is a prepaid card where top-up the credit. Benefits of
the membership card is to those who are frequent traveler, they can enjoy the extra value 5-
10% from the top-up amount. “Happy hours “promotion from Aeroline is to giving out bonus
money of top-up value in addition to above standard top-up.

https://www.aeroline.com.my/aerolinecard.html

Aeroline cardholder is able to enjoy the Aeroline Priority Access (APA) where, if
there is fully booking on the desired day, members are able to enjoy the privileges to get a
seat. This is convenience to customers especially during the peak or festival season. To
frequent traveler, as membership holder can enjoy 3 days advance booking earlier than
public. They can choose their desired seat while avoiding fully booked by the public
especially peak season.

Time is the valuable cost for everyone. No one likes to queue up. As a member,
Aeroline has eliminated members to get their ticket by using Aeroline card, easily by just
print out own electronic ticket and board the bus without hassle by exchange the tickets with
PIN.

5.0 Summary
6.0 Referencing

 Aeroline Malaysia,(2005),About Us Philosophy, People, Product, [online] Available in URL:

https://www.aeroline.com.my/aboutus.html ( accessed on 16th May 2009)

 Palmer A., (1998), Principles of Service Marketing, 2nd edition, United Kingdom, McGraw Hill
International Limited.

 Wright L., Lovelock C., (2002), Principles of Service Marketing and Management, 2nd edition,
United States of America, Pearson Education Inc.

 Aeroline Malaysia,(2005),Aeroline Airwaves, Multi channel now available on every seat,

[online], Available in URL https://www.aeroline.com.my/highlight.php?id=54 (Accessed on
16 May 2009)

 Aeroline Malaysia (2005), mines , aeroline, [online] available in URL:

https://www.aeroline.com.my/highlight.php?id=55 (Accessed on 17th May 2009)

 Aeroline Malaysia (2005), contact us, [online], available in URL:

https://www.aeroline.com.my/contactus.html (Accessed on 18th May 2009)

 Aerolines Malaysia (2005), time promotion, [online], available in URL:

https://www.aeroline.com.my/time_promo.html (Accessed on 18 May 2009)

 Aeroline Malaysia (2005), Aeroline Policy, [online] Available in URL:

https://www.aeroline.com.my/aerocard-tc.html (Accessed on 19th May 2009)

 Aeroline Malaysia (2005), Hotel Booking Terms and Conditions [online] Available in URL:
https://www.aeroline.com.my/hotel_policy.html (Accessed on 20th May 2009)

 Johnston R, Clark G., (2001), Service Operations Management, United Kingdom, Pearson
Education Limited.
 Aeroline Malaysia (2005), get off to a flying start with the Aeroline card, [online] Available
in URL: https://www.aeroline.com.my/aerocard-news.html (Accessed on 20th May 2009)

 Aeroline Malaysia (2005), Corus Hotel, [online] Available in URL:

https://www.aeroline.com.my/CH-room.html (Accessed on 22th May 2009)

 Palmer A., (2001), Principles of Service Marketing, 3rd edition, United Kingdom, McGraw Hill
International Limited.

 Aeroline Malaysia (2005),Champion Driver of the year 2007-2008 awards, [online] Available
in URL: https://www.aeroline.com.sg/competition.html (Accessed on 22th May 2009)

 Tan P. K., (2007), Travel guide Malaysia, Aeroline Express Bus, [online] Available in URL:
http://travelmalaysiaguide.com/aeroline-express-bus/ (Accessed on 22th May 2009)

 Chen N., (2000) AEROLINE coach operator targets business travellers , [online] Available in
URL: http://www.travelweeklyweb.com/article-13673-
aerolinecoachoperatortargetsbusinesstravellers-Asia.html (Accessed on 25th May 2009)

 Page S., and Connnell J., (2006), Tourism a modern synthesis 2 nd edition , London, Thomson

 Page S., J., and Connell J., (2006), Tourism a modern synthesis, second edition, London,
Thomson

 Lovelock C., and Wirtz J.,(2007), services marketing ,people technology, syrategy, 6 th
edition, United States of America, Pearson international Edition.

 Lovelock C., and Wright.L., (2002), Principles of service marketing and management, 2 nd
edition, United States of America, Pearson Education Ltd

 Aeroline Card 1st August 2008

http://www.metacafe.com/watch/yt-ecXalaOGSrs/aeroline_card_1st_august_2008/