Customer Service at Singapore Airlines
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(Case Code: MKTG066) click on the button below, and select the case from the list of available cases:
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Please note:
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:
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Price: |
| Case Code |
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MKTG066 |
For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extraThemes
Customer Relationship Management |
| Case Length |
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9 Pages |
| Period |
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1972-2003 |
| Pub Date |
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2003 |
| Teaching Note |
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Available |
| Organization |
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Singapore Airlines |
| Industry |
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Airlines |
| Countries |
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Singapore |
Abstract:
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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.
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Issues:
• Importance of customer service in the success of an organization, particularly in the service industry.
Contents:
Keywords:
Customer service, Singapore Airlines, SIA, customer service, airline industry, SIA, customer-friendly airline, differentiated, customer service, in-flight, ground, consumer perception
Customer Service at Singapore Airlines
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