Managing Service-Based Industries


Overview & Service Offerings.

Critical Evaluation:


Suggestions for Improvements:


Overview & Service Offerings

Virgin Australia, is one of the leading trading brands of Virgin Australia Airlines Pty Ltd, and part of the Australian-based airline. The company is known for the existing fleet size that has used the Virgin brand. The services started from 31 August 2000 by the name of the Virgin Blue, having an additional two aircraft that belong to the single route and so far, there has been a major airline in Australia's domestic market that has collapsed ever since from the Ansett Australia during September 2001 (Woo, 2019). The service industry has expanded its base from the director to serve 34 cities in Australia, and then cover from the hub of Brisbane, Melbourne, and Sydney (Tahanisaz, 2020).

The company headquarters has been expanded since it is based on South Bank, Queensland, and under the leadership of the British businessman Richard Branson. The company has expanded with the major transformation done by changing its brand to Virgin Australia. and it included the new aircraft livery, also from the original uniforms, and expanded form the new onboard menu options. The company has originated its base from the acquired Qantas and then expands its base over the Virgin Australia network (Wongleedee, 2019).

Subsequently, in the 21 April 2020, Virgin Australia Holdings has also expanded with the voluntary administration, and recently the services during the troubled times of the COVID-19 pandemic has financial troubles subsequently due to the pandemic and they have to change their strategy, such as Bain Capital has planned to acquire on 26 June 2020, through the Bain Capital that can be a sale and implementation deed that has been done with administrator The services was then reorganized under the Deloitte and it was the change of ownership. The company Virgin Australia with the brand name of the Virgin Blue, was launched under the low-cost airline in August 2000, having the Boeing 737–400 aircraft, and there was also sister airline Virgin Express, and it was the initial place of the flights a day that has expanded with the Brisbane and Sydney, that can be adjusted with the cover of the major Australian cities and to note the holiday based destinations (Tahanisaz, 2020). The Virgin Blue name is also known to be an open competition, and it was the predominantly red livery along with the Australian slang tradition that has been called as the red-headed male 'Blue' or 'Bluey' Some of the services of the Virgin Blue's 50th Boeing 737 that has been painted blue to represent Australia to be on the livery (Saleem, 2017).

The company timing of Virgin Blue's entry within the market has been known to be one of the renowned markets that have been placed concerning the vacuum failure of Ansett Australia during September 2001 (Park, 2019). Subsequently, the failure was a result of the grow rapid business and there has been subsequent Australia's second engaging to the domestic carrier, and it is also on how there can be cut-price alternative parts of the players. It also gave Virgin access to terminal space without which growth would have been significantly limited. The company has experienced delays in the services and there has been a complex scenario of the Virgin Australia that has been reduced, which could be estimated with the half interest to Australian logistics that can also be based on the conglomerate Patrick Corporation, and then it was the public float. During the initial year, the company Patrick has launched with the company's direction (Hapsari, 2017).

The company has offered with the subsequent offers of eliminating the flight meals and printed tickets that could promote to sell food and even through the telephone along with the internet booking systems. There has been a cut down limiting the number of airports that could operate the operations and the strategy would be based over the second type within the fleet. The company has also been the first E-170 that has existed within Australia in 2007 and there has also been an initial order and there can be. placed that could work with the limited-frequency services that could operate with the full-scale operations during the 4 February 2008 (Saleem, 2017).

Critical Evaluation:


The company has to expand with the shareholders that can be attributed to the government that could file for the interests and they should also hold the public perceptions to improve (Singh, 2016).

the shareholders would hold inline to the that can be best to the assistance from the government that could consecutively be working for the shareholder.

Virgin to improve its situation has to focus on domestic capacity by 90 percent and also has to focus on improving the condition by 8000 of its 10,000 workers.

The company airline's New Zealand has been redundant based on pilots of its budget arm Tigerair, which can be based on 1500 job cuts (Hapsari, 2017).

Virgin's shareholders have to be focused on Etihad Airways, a guide to Singapore Airlines, Chinese that can be based on the HNA and Nanshan and there should be an increasing clear to improve support. It is also an interest in public perceptions.

Suggestions for Improvements:

$715 million should be the supporting aviation support package, but the benefit would be the $71 million, which would be based on the landing fees.

They should be encouraged with the seven different proposals, and at least should get the $200 million (Gupta, 2016).

The company should seek to support the product with the government and through the that can work in progress for the different variations. The company should work in coordination to improve the overall customer feedback and for the overall profitability that can provide better shareholders relations to improve morale (Park, 2019).

Staff engagement during the job cuts could be based on company ties. Such as sending the overwhelming, with staff saying they that would be working for free, sending the flowers, and then they would be paid anonymously that can be based on the local cafe for a takeaway (Gunarathne, 2018).

References for Virgin Australia Airlines Analysis

Gupta, H. (2018). Evaluating service quality of airline industry using hybrid best worst method and VIKOR. Journal of Air Transport Management68, 35-47.

Gunarathne, P., Rui, H., & Seidmann, A. (2018). When social media delivers customer service: Differential customer treatment in the airline industry. MIS Quarterly42(2), 489-520.

Hapsari, R., Clemes, M. D., & Dean, D. (2017). The impact of service quality, customer engagement, and selected marketing constructs on airline passenger loyalty. International Journal of Quality and Service Sciences.

Park, E. (2019). Corporate social responsibility as a determinant of corporate reputation in the airline industry. Journal of retailing and consumer services47, 215-221.

Saleem, M. A., Zahra, S., & Yaseen, A. (2017). Impact of service quality and trust on repurchase intentions–the case of Pakistan airline industry. Asia Pacific Journal of Marketing and Logistics.

Singh, A. K. (2016). Competitive service quality benchmarking in the airline industry using AHP. Benchmarking: An International Journal.

Tahanisaz, S. (2020). Evaluation of passenger satisfaction with service quality: A consecutive method applied to the airline industry. Journal of Air Transport Management83, 101764.

Wongleedee, K. (2017). Customer satisfaction in the airline industry: comparison between low-cost and full-service airlines. Актуальні проблеми економіки, (1), 218-222.

Woo, M. (2019). Assessing customer citizenship behaviors in the airline industry: Investigation of service quality and value. Journal of Air Transport Management76, 40-47.

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