In order to capture opportunities facing a service organisation, students are required
to apply theoretical and practical knowledge to critique, analyse and solve
challenges. Students are required to apply theoretical and practical knowledge to
analyse to solve challenges and capture opportunities (keep in mind that a service
organisation may want to improve weaknesses, and at the same time
maintain/further strengths) facing a service organization.
Length: 2000 words (EXCLUDING title page, executive summary, table of contents and
reference list; an appendix is recommended and not part of the word limit) submitted
via Turnitin on iLearn. The case study will assess students’ ability to apply services
marketing theory as well as practical knowledge to problems faced by a real-life
organisation. This case study will require students to identify key points of service
marketing failure and challenges, and create a well-reasoned and innovative solution
to rectify problems/challenges. The case study assessment task requires a careful
review of the case (that may or may not point to an obvious service marketing
failure) using three perspectives:
• organisation's point of view (and that may well be how the case could be originally
presented);
• customer's point of view and;
• frontline employees' point of view.
Table of Contents
1. Introduction 2
2. Service Marketing Issues Identification 2
3. Problem analysis in detail 3
3.1. The first issue 3
3.2. The second issue 4
3.3. The third issue 5
4. Recommendations 5
4.1. Recommendations for the first issue 5
4.2. Recommendations for the second issue 6
4.3. Recommendations for the last issue 6
5. References 7
1
, 1. Introduction
SIA, a Singapore-based service firm, will be the subject of this case study
investigation, which will draw on theoretical and practical expertise to assess, solve, and
grasp opportunities for the benefit of the organization (Singapore Airlines). When it comes to
the airline industry, there has historically been a conflict between objectives related to
cost-effectiveness and those related to delivering outstanding service. Therefore, SIA also has
to face a lot of challenges within the organization and this case study report will further
indicate and analyze these following with proper recommendations in the last section of the
report as well.
2. Service Marketing Issues Identification
The first tension/issue faced by stakeholders at SIA is brand competitiveness. They
have to make an effort to deliver service in a cost-effective way. The expenses of SIA are
lower than those of any other full-service airlines, and in fact, they are so cheap that they are
equivalent to those of budget airlines. Customers' personalities and ideals are reflected in the
brands they choose to support (Wright et al., 1995). In the highly competitive, dynamic, and
continuously changing airline sector, developing a strong brand is vital to the success of an
airline's business operations. However, it is not easy for SIA to maintain and increase their
brand competitiveness with excellent quality and the expenses as such.
The second tension/issue faced by SIA’s stakeholders is certainly customer
satisfaction. Customer satisfaction is always top of mind for airlines. Customers that are
dissatisfied or disengaged will automatically result in fewer passengers and less income. It is
critical for consumers to have a positive travel experience on every occasion they travel. It is
not just the flight itself that determines the consumer experience (Kim, 2017). It includes
everything from booking a ticket on the company's website or mobile app to checking in
luggage at the airport or using a mobile app to waiting in the terminal while flying. However,
as mentioned earlier, the expenses of SIA are much lower than those of any other full-service
airlines, and there comes a demand for the balance between high-quality experiences of
customers and limited expenses at SIA.
The next tension/issue faced by SIA’s stakeholders is ascribed to CSR. The number of
environmentally concerned customers in the marketplace is quickly rising in today's world
(Nam, 2020). Aside from that, buyers are increasingly interested in purchasing goods or
2
to apply theoretical and practical knowledge to critique, analyse and solve
challenges. Students are required to apply theoretical and practical knowledge to
analyse to solve challenges and capture opportunities (keep in mind that a service
organisation may want to improve weaknesses, and at the same time
maintain/further strengths) facing a service organization.
Length: 2000 words (EXCLUDING title page, executive summary, table of contents and
reference list; an appendix is recommended and not part of the word limit) submitted
via Turnitin on iLearn. The case study will assess students’ ability to apply services
marketing theory as well as practical knowledge to problems faced by a real-life
organisation. This case study will require students to identify key points of service
marketing failure and challenges, and create a well-reasoned and innovative solution
to rectify problems/challenges. The case study assessment task requires a careful
review of the case (that may or may not point to an obvious service marketing
failure) using three perspectives:
• organisation's point of view (and that may well be how the case could be originally
presented);
• customer's point of view and;
• frontline employees' point of view.
Table of Contents
1. Introduction 2
2. Service Marketing Issues Identification 2
3. Problem analysis in detail 3
3.1. The first issue 3
3.2. The second issue 4
3.3. The third issue 5
4. Recommendations 5
4.1. Recommendations for the first issue 5
4.2. Recommendations for the second issue 6
4.3. Recommendations for the last issue 6
5. References 7
1
, 1. Introduction
SIA, a Singapore-based service firm, will be the subject of this case study
investigation, which will draw on theoretical and practical expertise to assess, solve, and
grasp opportunities for the benefit of the organization (Singapore Airlines). When it comes to
the airline industry, there has historically been a conflict between objectives related to
cost-effectiveness and those related to delivering outstanding service. Therefore, SIA also has
to face a lot of challenges within the organization and this case study report will further
indicate and analyze these following with proper recommendations in the last section of the
report as well.
2. Service Marketing Issues Identification
The first tension/issue faced by stakeholders at SIA is brand competitiveness. They
have to make an effort to deliver service in a cost-effective way. The expenses of SIA are
lower than those of any other full-service airlines, and in fact, they are so cheap that they are
equivalent to those of budget airlines. Customers' personalities and ideals are reflected in the
brands they choose to support (Wright et al., 1995). In the highly competitive, dynamic, and
continuously changing airline sector, developing a strong brand is vital to the success of an
airline's business operations. However, it is not easy for SIA to maintain and increase their
brand competitiveness with excellent quality and the expenses as such.
The second tension/issue faced by SIA’s stakeholders is certainly customer
satisfaction. Customer satisfaction is always top of mind for airlines. Customers that are
dissatisfied or disengaged will automatically result in fewer passengers and less income. It is
critical for consumers to have a positive travel experience on every occasion they travel. It is
not just the flight itself that determines the consumer experience (Kim, 2017). It includes
everything from booking a ticket on the company's website or mobile app to checking in
luggage at the airport or using a mobile app to waiting in the terminal while flying. However,
as mentioned earlier, the expenses of SIA are much lower than those of any other full-service
airlines, and there comes a demand for the balance between high-quality experiences of
customers and limited expenses at SIA.
The next tension/issue faced by SIA’s stakeholders is ascribed to CSR. The number of
environmentally concerned customers in the marketplace is quickly rising in today's world
(Nam, 2020). Aside from that, buyers are increasingly interested in purchasing goods or
2
