Customer Service at Singapore Airlines


IBS CDC IBS CDC IBS CDC IBS CDC RSS Feed
Case Studies in Business Marketing

ICMR HOME | Case Studies Collection

To download Customer Service at Singapore Airlines case study (Case Code: MKTG066) click on the button below, and select the case from the list of available cases:



» Marketing Case Studies
» Marketing Management Short Case Studies
» View Detailed Pricing Info
» How To Order This Case
» Business Case Studies
» Case Studies by Area
» Case Studies by Industry
» Case Studies by Company



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.

Case Details:

Price:
Case Code : MKTG066 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

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

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.

Issues:

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

Contents:

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

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 - Next Page>>

Case Studies Links:- Case Studies, Short Case Studies, Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Text Books, Work Books, Case Study Volumes.