Customer Service at Singapore Airlines
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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.
"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...
Exhibit I: Airline Reputation Survey Chart
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