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.

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Case Details:


Case Code : MKTG066 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extra


Customer Relationship Management
Case Length : 9 Pages
Period : 1972-2003
Pub Date : 2003
Teaching Note : Available
Organization : Singapore Airlines
Industry : Airlines
Countries : Singapore


The case study focuses on customer service in Singapore Airlines. It discusses the emergence of SIA as the world leader in customer service in the airline industry.

The case begins with the launch of SIA and its progress in becoming the most customer-friendly airline in the world.

The case discusses how SIA differentiated itself from other airlines based on superior customer service, both in-flight and on the ground. The case emphasizes SIA's efforts to develop consumer perception as the world's most preferred airline.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies


• Importance of customer service in the success of an organization, particularly in the service industry.


  Page No.
Service Excellence 1
Background Note 2
"Singapore Girl"- An Icon of Customer Service 4
Customer Service Remains the Focus 7
Exhibits 8


Customer service, Singapore Airlines, SIA, customer service, airline industry, SIA, customer-friendly airline, differentiated, customer service, in-flight, ground, consumer perception

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