Customer Service at Singapore Airlines
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Case Code : MKTG066
Case Length : 9 Pages
Period : 1972-2003
Pub Date : 2003
Teaching Note : Available
Organization : Singapore Airlines
Industry : Aviation
Countries : Singapore
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
SIA started off as Malayan Airlines in 1947. The airline operated services in Singapore, Kuala Lampur, Ipoh and Penang (on the western shore of the Malay Peninsula).
After the Second World War, Malayan Airlines grew rapidly, and by 1955 it flew nearly 200,000 passengers a year. When the Federation of Malaysia was created in 1963, the airline was renamed "Malaysian Airways" and in 1966, as "Malaysia-Singapore Airlines" (MAS) to reflect the carrier's joint shareholders, the governments of Malaysia and Singapore...
"Singapore Girl"- An Icon of Customer Service
When SIA took to the skies, it looked for a differentiation strategy. It created a marketing icon -the Singapore Girl. (Refer Figure II) in 1973. The image of the female flight stewardess was used to differentiate its services based on in-flight services and ground services...
SIA's differentiation strategy was based on in-flight service. On board the airline provided some of the best food, and most importantly, served it with warm smiles...
Customer Service Remains the Focus
In the late 1990s, the then SIA chairman, S. Dhanbal said about SIA's future plans, "Basically it has to be service and better service. Others have learned that what differentiates one airline from another is service...
Exhibit I: Airline Reputation Survey Chart
Exhibit II: Profits of SIA (1998-2003)