Case Study 1: The Kiwi Experience

Questions for Discussion

Attracting customers is important for KE as they cannot rely on
customers coming back. Retention of customer is very unlikely. As
the case states it is very unusual for passengers to travel on KE for a
second time. Basically KE is a one-off experience that actually
dissuades customers from taking the trip again.
1. What could KE
characteristics?

do

better

in

terms

of

these

special

2. What methods does KE used to attract customers?

3. How else could they stimulate sales?

4. What are some distinctive aspects of services that are relevant
to this case?
5. How do they overcome problems in :
a. people as part of the product
b. quality-control problems
c. hard for customers to evaluate
d. no inventory
6. How important are the drivers as part of the service
experience ?
a. How do KE ensure that the variability is reduced and
motivation is maintained ?
7. This case does suggest that some service organisations are
more suited to relationship marketing than others. Why and
what types?
8. KE cannot rely on most customers returning, so relationship
marketing may be a fruitless activity. Their resources may be
better spent on other activities such as?
9. What are some of the factors that may limit the growth of KE?

10.
What other ways can you think of to maintain or expand
KEs business using services marketing principles e.g. demand
management, positioning etc.