Thirdly, during their flights, the customers expect to have other services to complement their travel experience. Unlike other transport means, the air travelers expect to be served with beverages, drinks, meals and substantial form of entertainment at individual level (Bathgate, 2003: p 45). This level of product has been well articulated in the company with the customers enjoying all these facilities. The augmented product is the fourth stage of product strategy implying that the services that the company offers that go beyond the customers’ expectation at the onset of the journey.
In marketing the company’s services, customers are torn of choices in choosing the types of executive classes which are painted differently. Besides, the customers can enjoy comfortable sleep in bed seats during their long flights and they can also enjoy a shower in high class bathroom facilities.
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