CASE STUDY OF SINGAPORE AIRLINES(A GREAT WAY TO FLY)

2.  “Quality service to customers is a fundamental objective and aspiration of SIA”
–SIA, 2007–
https://www.youtube.com/results?search_query=perfecting+our+service+beyo
ng+the+cabin+singapore+airlines

3.  Service Excellence
 Background Note
 Singapore Girl- “An icon of customer service”
 In-flight service
 Ground service
 Recruitment and Trainning
 Customer remains the focus

4.  Product:
Core
• Transportation
Supplementary
• Check in
• Food on board
• Connecting
Flights
• Complimentary
gifts
• Frequent flier
programs
Augmented
• Online Booking
• Variety of meal
option
• Mobile
Ticketing

5.  Price:
Class of travel
Load factors
Date of travel
Competitors pricing
Profit Margin

6.  Place:

7.  Promotion:
 Online viral videos
 Marketing icon “THE SINGAPORE GIRL”
 Singapore girl became the central idea of
SIA’s marketing strategy their
photographs and slogans were used to
market the airlines.
 Because of their personality figure and
traditional attire Singapore girl
considered as marketing icon.

8. PEOPLE
 Ability to maintain the quality of services by using 28000
strong workforces
 It includes the cabin crew, the ground staff, the pilot, a
flight assitance.
 Each of them wear uniform with having the SIA logo.

9. PROCESS
 Front line staff, travel agency officers, reservation,
details, baggage handling, flight information, in-flight
services

10.  PHYSICAL EVIDENCE
 Physical evidence refers to the environment in which the service is
delivered and where the service industry and customer interact.
 The aircrafts have elegant interiors well designed seats with more
leg room especially in the business class.
 Domestic lounges are enhanced with good interiors and basic
amenities which make it an ideal place to conduct business,
entertain or relax.
 The uniform worn by the cabin crew is also a part of physical
evidence.