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Case
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Reference no. 503-114-1
Subject category: Marketing
Published by: IBS Center for Management Research
Published in: 2003

Abstract

The case study focuses on customer service in Singapore Airlines (SIA). 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 emphasises SIA''s efforts to develop consumer perception as the world''s most preferred airline. The case should enable students to: (1) understand the importance of vision and values in the success of an organisation; (2) highlight the importance of customer service in the success of an organisation, particularly in the service industry; (3) appreciate the role of customer service as a critical component of differentiating strategy in the airline industry; (4) understand the importance of recruitment and training for the success of a service organisation; and (5) analyse how innovative service as the component of a product can provide a cutting edge in a service industry with limited scope for differentiation strategy. The case is intended for the MBA/PGDBM level students as part of the marketing management curriculum.
Location:
Industry:
Size:
Large
Other setting(s):
1972-2003

About

Abstract

The case study focuses on customer service in Singapore Airlines (SIA). 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 emphasises SIA''s efforts to develop consumer perception as the world''s most preferred airline. The case should enable students to: (1) understand the importance of vision and values in the success of an organisation; (2) highlight the importance of customer service in the success of an organisation, particularly in the service industry; (3) appreciate the role of customer service as a critical component of differentiating strategy in the airline industry; (4) understand the importance of recruitment and training for the success of a service organisation; and (5) analyse how innovative service as the component of a product can provide a cutting edge in a service industry with limited scope for differentiation strategy. The case is intended for the MBA/PGDBM level students as part of the marketing management curriculum.

Settings

Location:
Industry:
Size:
Large
Other setting(s):
1972-2003

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