Abstract

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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Importance of customer service in the success of a service organization.

Keywords

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