SINGAPORE AIRLINES: WHAT IT TAKES TO SUSTAIN SERVICE EXCELLENCE – A SENIOR MANAGEMENT PERSPECTIVE Jochen Wirtz and Robert Johnston1 Published in: NUS Business School Research Paper Series‚ December 2001 1 Jochen Wirtz is Associate Professor of Marketing with the NUS Business School‚ Faculty of Business Administration‚ National University of Singapore‚ 17 Law Link‚ Singapore 117591‚ Tel: +65-8743656‚ Fax: +65-7795941‚ E- mail: fbawirtz@nus.edu.sg‚ Http://www.nus.edu.sg; Robert Johnston
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travel all over the world flying blind. First you must have a good sense of direction‚ second you need to be able to listen and follow orders‚ third you have to take charge‚ in case emergence situations; this is critical and vital for survival for your crew‚ passengers‚ and Co-pilot. Logic and rational clear thinking is vital to analyze your situation; while a calm manner is necessary to communicate accordingly‚ and to not cause
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seconds after liftoff. All the crew on board died on January 28‚ 1986‚ all of America was in shock. How and why did it happen. Roger Bogilay told NASA the the o’rings on the shuttle would not seal right in the extreme cold. NASA previously delayed the launch six times before liftoff. At liftoff black smoke came out of the right engine booster for two seconds due to the oring being burned . Then at 10‚000 feet the shuttle experienced turbulence. That’s when the crew cabin was dislodged and a millisecond
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into the mission it looked like the smoothest flight that the Apollo program had ever seen. "The spacecraft is in real good shape as far as we are concerned. We’re bored to tears down here." said Joe Kerwin of mission control (3). At 55 hours the crew held a TV broadcast for 49 minutes where they showed off their living conditions and how they worked in weightless situations. Nine minutes after the broadcast mission control instructed that Odyssey to give their oxygen tanks a stir and moments later
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Unruly Passenger? There are various definitions which encompasses‚ on the one hand‚ non-compliance with safety instructions‚ through to actions amounting to verbal harassment or physical assault directed at crew‚ passengers or the aircraft‚ and includes any act that interferes with the crew in the performance of their duties. Basically unruly / disruptive behavior or passenger misconduct can range in their effects from causing discomfort through to putting lives at risk. After the fatal event
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Beijing Capital Airlines held its first overseas crew recruitment fair in Lisbon‚ as a part of its ongoing recruitment program in Portugal and Spain from November 2 to November 5. Having received more than 300 resumes‚ the company plans to hire 40 flight attendants in the two countries. Local candidates have showed great interest in the brand image and the distinctly Chinese culture of Beijing Capital Airlines‚ marking the globalization of the company’s crew recruitment. "We chose Lisbon as the first
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programming to each passenger seat. The cabin crew and maintenance personnel use the Interactive Cabin Management Terminal (iCMT) to operate the IFES. iCMT Cabin Crew and IFES Maintenance screens are customized for the specific aircraft configuration and airline requirements. System configuration information is provided through the system configuration database that is loaded along with the system software. Once the aircraft is in-flight‚ the cabin crew authorizes the passengers access to IFES
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Case Study Southwest Airlines Course: Services Marketing 3rd Term Southwest Airlines (SWA) began services in 1971. In 1972‚ court order no charter flight beyond Texas in order to make up for the lost revenue they were forced to sell aircrafts and keep just the ones needed to continue business and operate scheduled services. Schedule could be kept if the turning time of a plain was low enough (10 minutes). Nevertheless‚ Dallas-based SWA achieved 40 consecutive years of profitability and an
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Case 5.2 Southwest Airlines Corporation Problem formulation This case discusses the American based airline company Southwest Airline’s strategy and seeks to evaluate the basis on which Southwest builds its competitive advantage. Secondly‚ an analysis of Southwest´s control systems and what function they fill towards enabling the execution of their strategy. Arguments Southwest Airlines Corporation business strategy revolves around a cost-cum strategy. What this means is that their primary goal
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Challenges Faced by AirAsia Airline 1. Asia’s Middle Class Growth Low cost airlines are expected to have greater potential in Asia as there are many Asian cities with a population above one million people each as well as a rising middle class population. This growth of middle class in Asia provides a huge market potential for AirAsia to grow. However‚ as the market is expanding further‚ more airlines or even new comers would like to get a piece of the action. For example‚ it is estimated that
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