INTRODUCTION [pic]

It is case study of “CUSTOMER SERVICE AT SINGAPORE AIRLINES”. This case study is totally about the customer service providing by Singaporvices in Singapore, Kuala Lampur, Ipoh and Penang (on the western shore of the Malay Peninsula). After the Second World War, Malayan Airlines grew rapidly, and by 1955 it flew nearly 200000 passengers a year. When the Federation of Malaysia was created in 1963, the airline was renamed “Malaysian Airlines” and in 1966, as “Malaysian- Singapore Airlines” (MAS) to reflect the carrier’s joint shareholders, the governments of Malaysia and Singaall the international routes. The Singapore government was the majority shareholder in SIA.

In 1972, SIA had a fleet of 1of 6000 and a route network covering 22 cities in 18 countries.

In 1973, SIA set up the Singapore Airtel Terminal Services, Ltd (SATA) as a subsidiary to provide ground services. SATA operated many training centeres. In 1977, SIA signed an agreement with the US, which gave it permission to fly to San Francisco via Hong-Kong. SIA also began cargo services to San Francisco in 1978. By 1979 it ranked ninth in the international airline industry, rising rapidly from the 55th position that it had held prior to separation from MAS. In 1985, it was listed o Stock Exchange.

On October 31, 2000, a Singapore Airlines SQ-006 Boeing 747 crashed in Taiwan. This was the first major accident in more than 28 years of the airline’s operationver immediate expenses. SIA discovered that it was a pilot mistake that had caused the mishap; the airline offered an additional $400000 per family. A figure almost five times the amount was liable to r before accepted full responsibility or been so generous in compensation in the case of accident.

In this case some services ahich was also adopted for making the good service provider. These are 1. In-flight service 2. Ground service 3. Recruitment and Training

KEY PERSON’S

1. Cheong Choong Kong, Chairman and Chi 3. Ron Kaufman, one of the leading analysts of customer service in Asia.
ANALYSIS (SAP)

1. SIA has become a role model for service in the airline industry. Froms its highest priority. It constantly brought about innovation in its service to retain its existing clients and to attract new customer.

2. SIA won many awards for it continuous efforts to maintain service standards, both in- flight and ground. It was awarded the “A ✓ Best Economy

3. SIA was the airline that initiatemer service in the airline industry. SIA topped the list of international airline in the categories of safety and trust,