123 School Work

Singapore Airlines SERVQUAL

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  1 Introduction
  1.1 Singapore Airlines
  Singapore Airlines (SIA), the proud product of our country has come a long way since their humble beginning in May 1947, where they grew from only a small, unknown airline to a world-class passenger and cargo carrier. Today, SIA is a world-class carrier with route networks spanning over 90 cities in almost 40 countries. The success of SIA lies in its commitment and ability in providing excellent services to its customers.
  
  1.2 The importance of service quality
  The airline industry is generally classified into 2 categories No frills and Premium. With the increasing competitiveness in the airline industry, providing quality service is no longer an option for most companies to differentiate themselves; it has become a necessary procedure. This is so as the rapid development in technologies and increasing competition has made it difficult to gain strategic competitive advantage through physical products alone. Furthermore, consumers are getting more demanding and having higher expectations with regards to not only the core product but also with the service that comes with it.
  
  Thus it is important for the service provider, and in our case, SIA to listen to their customers and pay attention to their needs and expectations, hence enabling them to understand the gap between customers' expectations and the company perception of customers' expectations, which is the main objective of this report...