Relationship Marketing in Singapore Airlines

Paper Summary:

This paper examines how Singapore Airlines (SIA) has grown from a regional airline into one of the world's leading passenger and cargo carriers over the last two decades. In particular, it looks at how it is internationally recognized as one of the world's leading carriers, is the pioneer of in-flight services such as free drinks and complimentary headsets and how the airline believes that this commercial success wouldn't have been possible without its customers.

Outline
Introduction
Traditional View of Relationship Marketing
Development of Relationship Marketing in SIA
Relationship Marketing in Singapore Airlines
"SINGAPORE GIRL" An Icon of Customer Service
In Flight Service
Ground Service
Recruitment and Training
Service Excellence
Singapore Airlines and its Relationship with Customers
Analysis and Recommendations
Conclusion

From the Paper:

"SIA also gave its First class and Raffle (business) class passengers an opportunity to have their preferred dishes on the journey, on prior notice to the airline. Though its competitors came up with similar facilities of in-flight food, the service-minded attitude with which SIA served the passengers made it difficult for the competitors to compete with it. SIA crew always had a "ready to do" attitude and they went out of their way to satisfy passengers. Once a passenger traveling with his children in the first class of SIA, refused to have the food served saying they were not used to those and would prefer a bowl of instant noodles. From then on, every SIA flight carried a supply of instant noodles for passengers whose choice did not match the food served in the flight. Another example of customer service at SIA was the small water bottles offered to customers."

More papers on Relationship Marketing in Singapore Airlines:

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• Term Paper # 129959 : "Relationship Marketing and the Customer Factor"

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