Singapore Airlines: Continuing Service Improvement

How can an airline preserve its reputation as the top carrier in service as rivals emulate its dedication to customers?
Todd Jick  | Spring 2008
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Singapore Airlines has won countless awards for its customer service. For 16 of the past 17 years, it was named the world's best airline in Condé Nast Traveler's Readers' Choice Awards, and unlike many of its competitors, it managed to remain profitable in the early 2000s. But now the airline's rivals have taken note of its customer service and have begun following its lead. Can Singapore Airlines maintain its high standards as it continues to grow? Is it possible to contain costs without sacrificing service? This case teaches students about the challenges of responding to customers and strategies for satisfying customer demands.

Case ID: 070403
Supplemental Materials: Teaching Note

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