Essay On Quality Management Operations Of Singapore Airlines." (70 Characters)

• A general description of the culture cultural dimensions, religion and beliefs, language, etc.
• Specifics of the political, economic, technological, and legal environment, as relevant
• Management practices prevalent in this culture how are employees hired? promoted? motivated?
• Skills and abilities that potential expatriates need in order to be successful in this culture
• Any other interesting and specific details that provide a good understanding of “how things work” in this cultural space

Process Description

Operations management is a term which consists of two crucial attributes i.e. operations and management. Operations are the processes which are executed in order to accomplish the tasks in an appropriate manner. Singapore Airlines is a flag carrier airline company for Singapore and it is owned by the Singaporean government. Singapore Airlines has appointed the Singaporean girl with the motive of corporate brand promotion in the international market. The company operates at international level but their primary served areas are Australia and Asia. The company was founded in 1972 and from that period, they had developed their effective and positive image in the international airline industry. Number of operations is carried out within the workplace of Singapore Airline because number of activities needs to be executed with the motive of increasing the effectiveness and efficiency of the organization (Singapore Airlines, 2018).

This primary focus of this report will be on the quality management operation of the Singapore Airlines. This is because organization is a part of service industry and in service based industry; it is required to adopt certain crucial strategies through which the quality of the services could be increased through considering the standards and policies described by the management of the government authorities. Quality management is a crucial aspect for the Singapore Airlines Limited as this will help them to increase the demand of their services along with this; it will help them to retain their potential customers. Rendering qualitative services will help the organization to approach its target audience in an effective manner and it will also help them to generate opportunities related to expansion in the international airline industry. With the help of this strategy, organization will also be able to accomplish its tasks in an effective manner along with gaining competitive advantage (Merkert & Hensher, 2011). 

The quality management process consist of various variables such as determination of services rendered by the organization, significance of those services for consumers and outcomes originated for the organization from those services. Apart from this, process description also includes the design of the quality, dimensions of measuring the quality of the services rendered by the organization, etc. With the help of these attributes, organization will be able to analyse relevant strategies through which the ‘Quality Management’ operation of Singapore Airlines could be executed on the basis of organizational expectations. This process should be executed by considering the customer’s perceptions because services are designed especially for customers. Primary objective which should be considered before designing the quality management process is design of quality under which the characteristics of services will be included through which the target audience’s requirements could be fulfilled (Lin, 2012). 

Characteristics of Service

Following are detailed description of attributes of quality management operation of Singapore Airlines through which its effectiveness and significance could easily be determined:

• Intangible in nature;
• Services could be produced and consumed at the same time;
• Customer interaction is huge in consumption of service procedure;
• Repeatedly varies in design (Waterman, 2014).

For instance, Singapore Airlines and Air Asia, both are part of airline industry but their customer segment varies from each other. Where Air Asia is known for rendering cheap quality air services to its target audience, at the same time, Singapore Airlines’ customer segment is large as they provide unique services on the basis of customer segment. This has helped the Singapore Airlines in order to increase their revenues as well as the profitability.

• Time consumption:This attribute defines that how much the consumer needs to wait for availing the services. In the scenario of airline services, airline companies should inform its consumers in relevance with the time taken to reach to the desired destination and in the informed time, consumer should reach to the destination. This helps the organization to develop a positive image amongst the consumers (Kassim & Asiah Abdullah, 2010).
• Completeness:Services taken by the consumers should be rendered by the organization. Along with this, all those value added services and required attributes should be provided to the consumers through which the consumer’s expectations could be fulfilled.
• Courtesy:This is the most crucial attribute of the service quality especially in the airline services. This includes the treatment of the consumers in the process of availing the services. For instance, from the stage when consumer books a ticket till he reaches to the destination, how well he was treated by the employees of organization also describes the quality of the services. Thus, it is the responsibility of the organization so that all the processes under quality management could be managed and executed appropriately in order to attain better results.
• Consistency:While rendering the service, organization’s primary motive should be acquiring large market share in the industry. Along with this, it is necessary for the organization to maintain the quality of the services rendered by them in accordance with retention of the consumers (Gorla, Somers & Wong, 2010).

Goh Choon Phong, CEO of Singapore Airlines has adopted certain crucial strategies through which the Singapore Airlines’ productivity has been increased rapidly. Along with this, it has been noticed that organization uses assembly line process flow configuration. Assembly line process is generally used in the automobiles and consumer electronic goods manufacturing industry. In this process, organization could manufacture the services and products on the basis of organizational standards, policies and regulations (Heracleous & Wirtz, 2012).

Singapore Airlines had adopted certain strategies through which various services are assembled in the organizational process in order to accomplish its desired goals. Services rendered in the flight along with travel are food, beverages, Wi-Fi, customer help in various situations, etc. Rather, all these services are not a part of organizational basic services but yet these are rendered to its consumers with the motive of increasing the customer base and to increase their effectiveness.  Assembling various services in order to develop an effective service with the view to increase the efficiency of the organization is known as assembly line process. This is being done to analyse the requirement of the target audience, impact of external factors, impact of competitive strategies, and the like (Singapore Airlines, 2018).

Singapore Airlines has adopted this process for developing an effective image in the customer’s mind-sets’ along with the motive of fulfilment of consumer’s needs. Consumers play crucial role in the success and failure of the service based company and Singapore Airline is one of those companies who rely upon their consumers for attainment of goals and objectives. In order to improve the effectiveness of their services along with acquiring the market share in the airline industry, organization has implemented the customer feedback strategy. With the help of this strategy, organization is able to determine the needs and requirements of their target audiences (Chang, et. al., 2014).

Dimensions of Quality Services

Above figure describes the process description of Singapore Airlines. In the first stage, organizational management focuses over process’ requirements, its requirements, etc. Further, performer is identified who will be assigned the duty of performing the particular process for accomplishing organizational objectives and goals. The third stage describes the requirement of process and the reason of executing the process. After analysing the objective of process, major steps which will be performed in the process will be classified as per their requirements. Further stages, describes the significance of the process and the expected outcomes from the execution of process.     

Inventory methods of Singapore Airlines include various steps and methods through which the raw materials, end inventories and work in progress could easily be managed. Generally, these methods are used by the production companies but service based companies also uses these techniques. This technique helps the Singapore Airlines to manage its quality management operation in an effective manner. For managing the raw materials, work in progress and the end inventories, Singapore Airlines uses various methods such as dependent demand, independent demand, just in time inventories, and the like methods (Andersson, et. al., 2010).

Inventory methods are being used for managing the inventory levels. Singapore Airlines categorised its inventory into two types based on the demand patterns and this helps to create the requirement for the inventory in order to accomplish its operations (Wild, 2017). In order to manage the inventories and its subordinates, following types of methods are being used by Singapore Airlines:

Independent demand describes when the demand for one item is not dependent on other. In this procedure, inventories of the organization could easily be managed where the company deals in various products and services. In terms of Singapore Airlines’ scenario, air transportation services are not based on the other value added services such as food, beverages, etc. offered in the flight. Independent items are the finished goods or services which are ready for use and consumption. Air transportation services provided by Singapore Airlines included in the independent type of goods. The demands for independent inventories are based on the customer’s requirements, forecasts and on the basis of historical performance of those inventories. Demand for the products which are not influenced by subordinate services and products are known as the independent demand for inventories. Company uses this method for enhancing demand of their services in the target market along with increasing the opportunities to expand their business in international market (Meyer & Bishop, 2011). 

Process Description of Singapore Airlines

The demand for the product or service is dependent upon the other item or service is known as the dependent demand. Under this type of inventory, raw materials, supporting services and related products in relation with the finished goods are known as the dependent demand inventories. Such as demand for the airline services rendered by Singapore Airlines are termed as independent demand as it is referred to as the mode of transportation and it is a finished product whose demand does not get affected by the demand of other services or products. Whereas, the demand of other value added services provided in between the travel time are dependent upon each other especially over the finished products’ demand will be included in the dependent demand inventories (Teng, et. al., 2011). Food and beverage, entertainment, etc. services are provided by airline companies in order to attract the customers, but demand of these services will only be increased when number of flyers will be increased.

For both the categories, process and management systems differs, thus Singapore Airlines takes necessary steps to determine the difference amongst both inventory management system.

Finished goods and services of Singapore Airlines are air transportation services and these are included in the independent inventory’s category and they are managed by the supply chain management process and by sales order process of the organization and all these terms are based on sales forecasts. Whereas, raw materials and other manufacturing components to finished goods are related with the Material Resource Planning and Enterprise Resource Planning are managed through various process such as Just-in-Time inventory management system, etc. These are termed as the dependent demand inventory system (Lee & Dye, 2012).

According to research, it has been observed that the management of the finished goods is far difficult in comparison with the management of the raw materials. In the above inventory management systems, organization’s inventory planners are required to perform their fundamental duties which are analysing the demand of the services and on the basis of requirements and the demands, services and products needs to be produced. This helps the organization to control its costs of the production which also directs the organization towards sustainable development and growth in the competitive business environment. With the help of these effective management systems, Singapore Airlines have been ranked on the top position in terms of managing all these processes in an effective manner. As a result, it is one of the largest companies in terms of revenues across the global airline industry (Mishra, 2010).

Inventory methods

Planning and control measures in every company plays crucial role in order to increase the productivity as well as to implement their plans processes and methods for attaining the success related factors. According to the Singapore Airlines’ planning procedure, it has helped them to reduce the unnecessary costs and to match up with the expected outcomes. It is necessary for the staff members to understand the principles, functions in regards to the operation planning and control. It will uplift the performance of the organization along with increasing the quality of the services rendered by the Singapore Airlines in relation with their quality standards and policies (Slack, Brandon-Jones & Johnston, 2013).This will develop positive image for the organization amongst the target audience along with the chances for expanding the business in the international market will also be increased. Planning procedures of Singapore Airlines majorly focuses over most fuel efficient routes for establishing new airways in relevance with increasing organizational efficiency (Olhager, 2013). Following are certain planning procedures adopted by Singapore Airlines in order to attain their goals and objectives:

Below mentioned programs were planned by the management of Singapore Airlines with the objective of increasing effectiveness along with meeting up with the internal and external business environment’s needs. The planning of ASPIRE programme includes certain objectives like reducing emission; contribute towards the society and towards environment, etc. The programme’s major objective is to set up an effective image in the global aviation industry with the help of operating ‘green’ flights. Apart from ASPIRE, SAFUG was also launched with the same sort of objectives or reducing air pollution. In this programme, the master plan was to generate fuel using biogas and other resources. After its launching, the idea of using biofuels proved to be an effective planning and as the result, today biofuels are fulfilling 33% demand of the overall demand of fuel in aviation industry.

The fastest growing region in the airline industry is Asia-pacific region and Singapore Airlines has already established an effective image in that market. In order to expand the international presence, this initiative has been taken by the Singapore Airlines with the objective to match up their targets (Australia, 2011).

ASPIRE (The Asia Pacific Initiative to Reduce Emissions) and this program has been initiated with the partnership of air navigation service providers attentive towards the environmental stewardship in particular area. The primary objective of this programme is to conduct the ‘green’ flights on daily basis in the particular region described in the ASIRE programme. The motive of choosing Asia-pacific region and initiating the project of ASPIRE programme has been started with the objective to gain particular objectives as this is the fastest growing aviation markets across the globe (Solnet, Kandampully & Kralj, 2010).

Under this initiative, the first flight was operated on 31 January 2010 from Los Angeles to Singapore via Tokyo. For making this project success, the aviation authorities of United States, Japan and Singapore worked together in order ensure the ideal air traffic conditions. While evaluating the success of the operation, it was analysed that the 6% less fuel was utilised in the ‘green’ flight in comparison with a normal flight. Along with the fuel expenditures of 10,686 kg and 33,769 kg of carbon emissions were saved. This lead this operation towards the success and further, various other routes were added in this programme with the motive of decreasing the emission of carbon and other harmful gases as well as to ensure the safety of environmental conditions. Australian continental, European routes and the like routes were included in the ASPIRE programme in order to increase its efficiency. This has lead the organization to increase the quality of its services in the international market and with these initiatives, organization is being able to develop its effective position in the international aviation industry as the largest company in terms of revenues. Goodwill of the organization has also been increased with ‘green’ initiatives whose basic motive is ensuring the safe environmental conditions and securing the natural resources for the future (Cui & Li, 2017). 

From the above operation planning and controlling plan of the Singapore Airlines, it can be evaluated that their strategies in relevance with planning and scheduling methods are effective enough to gain adequate outcomes. Along with the ASPIRE Programme, Singapore Airlines has adopted various other programs in relevance with increasing their efficiency in the international aviation industry.

SAFUG (Sustainable Aviation Fuel Users Group) 

This group focuses over reducing the consumption of fuel and for the same motive, they have started working over manufacturing fuel efficient engines in order improvise the functionalities of aviation industry along with securing the natural resources. With the utilisation of sustainable fuels, Singapore Airlines will be able to accomplish its goals and dependency over the fossil fuels will also be decreased. Sustainable fuels will acts as the alternative source through which organization could easily perform its tasks. Along with the saving of fossil fuel, using sustainable fuels also leads to reduction in the carbon emission up to 80% and this result has been evaluated with comparing the emission of carbon from jet fuel (Southern & CCO, 2013). Singapore Airlines is a part of Sustainable Aviation Fuel Users Group and this group mainly focus over using biofuels and the group is able to fulfil 33% demand of the fuel of overall aviation industry. This group produce biofuels in a sustainable manner considering the:

• Revealing negligible impact over the biodiversity.
• While utilising the natural resources such as land, water, and the like, sustainability standards should be considered (Nair & Paulose, 2014).
• No requirement of advanced machinery to extract or produce the fuels.

Apart from this, Singapore Airlines Company has developed its operations planning and control effective enough to deal with the issues in relevance with the manufacturing process effectively. For the same, various principles and policies will be discussed with the staff in order to provide them clear understanding regarding the operation planning and control procedure of the company. Following are primary objectives of the operation planning and control procedure in order to increase the efficiency of organization:

• All the principles and policies of the OPC applied in the company should be understood in an appropriate manner (Gegg, Budd & Ison, 2014).
• All the issues, problems and other relevant situations need to be balances in order to get the appropriate and effective outcomes in comparison with the expectations.
• With the help of appropriate operation techniques, issues related to operation department should be resolved at the initial level (Chiaramonti, et. al., 2014).

• Role of Operation Planning & Control
• Managing three basic functionalities of an organization
• Implementation and application of operational planning and controlling measures in an appropriate manner
• Handling manufacturing processes
• Management of inventory in order to handle the consumer’s needs in an appropriate manner
• Techniques Scheduling
• Implementation of planning and control in production functionalities
• Detecting the impacts of poor production system
• Scheduling; and
• Sequencing
• Just in time Systems
• Introduction of the functionalities of operations, planning and control
• Implementation of lean production technique for avoiding and reducing the wastages in the production system
• Control visibility
• Application of just in time technique for managing inventory system
• Operation performance management
• All the functions should be performed in the given time
• Adequate training should be provided to the employees for accomplishing the tasks
• Time measurement techniques should also be implemented with the view to analyse the efficiency.

Above figure describes the process of operations planning and control of Singapore Airlines. In the first stage, organizational management focuses over developing business plan. Further, long terms operations, schedule to operate those functions and the control measures are implemented in order to perform the activities in appropriate manner. The last stage describes the output delivered to the target audience after execution of all steps involved in the process of operation planning and control.

Singapore Airlines is a global aviation company engaged in providing high quality air transportation services to its consumers to maximise their returns and providing higher benefits to the stakeholders. In order to maintain their significance in the target market, organization is continuously adopting certain measures for improving their quality of the services. Providing appropriate qualitative services to its target audience and adaptation of rapid improvisation in the quality of services is the primary objective of Singapore Airlines in order to attain their desired goals. With the help of their effective services organization has been able to develop their goodwill in the international aviation industry along with they had expanded their network across the six continents (Wilson, et. al., 2012).

For maintaining the quality of the service, Singapore Airlines had focused over improving the customer care service and the Singaporean girl acts as the iconic symbol for providing qualitative customer service. This has helped them to develop their image as the most innovative market leader through rendering excellent services with high quality. While maintaining the same level of quality in the organizational context, it is required to perform the operations as per the organizational context. In order to adopt the change management in the workplace for improving the quality of the service, organization is required to consider their values pursuit of excellence. These values pursuits are essential part of the organization in relevance with increasing the efficiency of organization (Jahanshani, et. al., 2014). This also helps them to develop their crucial image through following the professional standards. Following are measures which are implemented by the management of Singapore Airlines to improve the quality of the service:

Safety: Safety is an essential part of the Singapore Airlines’ operations and to maintain this element as their strength, organization rapidly adopts advance strategies in order to promote the safety of their customers as well as for staff (Ryu & Han, 2010).

Customer First: In order to improve customer satisfaction level, organizations are required to adopt effective techniques for making rapid improvements in their services. Singapore Airlines is also a service based industry and they had expanded their market network with keeping the customers on priority basis. This has leaded the organization toward fulfilment of their expectations.

Staff concern: While implementing the strategies for adopting measures to improve the service quality for gaining the large customer base, it is required to adopt certain measures through which staff of the organization could also get satisfied. The same strategy has been adopted by Singapore Airlines and they had also implemented the training and development programs for their employees to match up with the requirements of the staff (Singapore Airlines, 2018).

Integrity: This is the major concern for every service based industry and Singapore Airlines has implemented the integrity amongst their operations for enhancing the effectiveness as well as for acquiring targets. This also helps the organization to develop effective relationship with the consumers which is useful for future growth (Setia, Venkatesh & Joglekar, 2013).

Teamwork: It is a great factor to attain the success and this also plays crucial role in the process of improving the quality of the services. Teamwork also leads to attainment of the desired targets I an effective manner along with considering the organizational policies and standards (David Mc, 2013).

With the help of quality management process, organization has been able to develop an effective position in the international aviation industry. Apart from this, it has increased the satisfaction level of the consumers which has leaded the organization to acquire the completive advantage in the aviation industry.  With making rapid improvements in the quality management operation, organization is being able to ascertain the opportunities in relation with the sustainable growth and development in the target market.

There are various measures through which quality of the service could be improved and some of them have been recommended to the Singapore Airlines considering their operations below:

• Constantly improving the system of functionality through adaptation of advanced and trending technologies. This will help the organization to improvise its service quality which will direct hit their revenues, sales and market share in the international aviation industry. Along with this, providing training and development sessions to the staff members rapidly will help them to increase their efficiency in order to fulfil customer’s needs.
• Improvisation in the communication system is another crucial element through which could attain its desired targets. This will help the organization to reduce the gap amongst the departments along with evaluating the communication barriers amongst the employees and management will also be reduced. It will ensure the employees to settle down in an effective manner in the workplace environment.
• Singapore Airlines is required to adopt certain quality check and controlling measures through which the main concern quality management will be executed in an appropriate and efficient manner. These measures will identify the barriers, gap and errors amongst the functionalities of the organization in order to fill those gaps for improving the organizational efficiency. These measures will also help the organization to compare the outcomes originated from the operations with the outcomes expected by the management and appropriately gap between those outcomes will be determined.

This strategy is used by the management of the organization with the objective to decrease the cost of production and to increase the efficiency. This strategy is being applied in the production process and this strategy was first used by Toyota Motor Corporation as the business model with the motive of uplifting the performance of the organization in the competitive business environment.  In relation with the inventory management, just in time inventory management system could be utilised with the objective to increase the effectiveness of the organization in relevance with the adequate management of raw materials, processes and machinery required to produce the finished goods (Monden, 2011). This inventory management system also describes that the production process should be executed when there is demand for those particular goods. This will help the organization to deliver fresh and suitable products on the basis of the consumer’s demands. Along with this, it will help the management to reduce the wastages of raw materials, efforts of employees and the machinery input will also be wasted. Just in time inventory management system helps the organization to produce the products and services on the basis of demand from its target audience. This will improve the capabilities of the organization in relevance with fulfilment of its target audience’s demand. Apart from this, it also helps the organization to develop an effective image in the competitive business environment (Mackelprang & Nair, 2010).

Just in time inventory management system could be utilised by the Singapore Airlines in order to manage their services in an appropriate manner. The primary product for Singapore Airlines is providing qualitative air travelling services in order to provide leisured and comfort travelling experience. This system is also known as the lean manufacturing and the Toyota Production System. The basic motive of this process is to manufacture only that number of units which will be delivered immediately without maintaining any safety stock (Myerson, 2012). This system does not support maintaining a safety stock in relevance with meeting with the immediate requirements. Along with this, it is essential for the organization to gain their desired objectives and for the same; it is required to implement advanced quality measures for improving the quality (Benoît, et. al., 2010).

Conclusion

From the aforesaid information, it can be concluded that quality management operation for Singapore Airlines is the crucial element of the organization for attaining the sustainable growth in the overseas aviation industry. In this task, quality management operation’s various aspects have been discussed in relevance with the Singapore Airlines. The last phase of the report includes the benefits obtained from the quality management operation executed and recommendations for constantly improving the process in order to attain the higher results as well as add more effectiveness in their goodwill.

References 

Merkert, R. and Hensher, D.A., 2011. The impact of strategic management and fleet planning on airline efficiency–A random effects Tobit model based on DEA efficiency scores. Transportation Research Part A: Policy and Practice, 45(7), pp.686-695.

Lin, W.C., 2012. Financial performance and customer service: An examination using activity-based costing of 38 international airlines. Journal of Air Transport Management, 19, pp.13-15.

Waterman, A.S., 2014. Service-learning: Applications from the research. Routledge.

Kassim, N. and Asiah Abdullah, N., 2010. The effect of perceived service quality dimensions on customer satisfaction, trust, and loyalty in e-commerce settings: A cross cultural analysis. Asia Pacific Journal of Marketing and Logistics, 22(3), pp.351-371.

Gorla, N., Somers, T.M. and Wong, B., 2010. Organizational impact of system quality, information quality, and service quality. The Journal of Strategic Information Systems, 19(3), pp.207-228.

Andersson, H., Hoff, A., Christiansen, M., Hasle, G. and Løkketangen, A., 2010. Industrial aspects and literature survey: Combined inventory management and routing. Computers & Operations Research, 37(9), pp.1515-1536.

Wild, T., 2017. Best practice in inventory management. Routledge.

Meyer, B.C. and Bishop, D.S., 2011. The ordering challenge: An online game to introduce independent demand inventory concepts. Decision Sciences Journal of Innovative Education, 9(2), pp.315-320.

Teng, J.T., Krommyda, I.P., Skouri, K. and Lou, K.R., 2011. A comprehensive extension of optimal ordering policy for stock-dependent demand under progressive payment scheme. European Journal of Operational Research, 215(1), pp.97-104.

Lee, Y.P. and Dye, C.Y., 2012. An inventory model for deteriorating items under stock-dependent demand and controllable deterioration rate. Computers & Industrial Engineering, 63(2), pp.474-482.

Monden, Y., 2011. Toyota production system: an integrated approach to just-in-time. CRC Press.

Mackelprang, A.W. and Nair, A., 2010. Relationship between just-in-time manufacturing practices and performance: A meta-analytic investigation. Journal of Operations Management, 28(4), pp.283-302.

Benoît, C., Norris, G.A., Valdivia, S., Ciroth, A., Moberg, A., Bos, U., Prakash, S., Ugaya, C. and Beck, T., 2010. The guidelines for social life cycle assessment of products: just in time!. The international journal of life cycle assessment, 15(2), pp.156-163.

Slack, N., Brandon-Jones, A. and Johnston, R., 2013. Operations management. Pearson.

Olhager, J., 2013. Evolution of operations planning and control: from production to supply chains. International Journal of Production Research, 51(23-24), pp.6836-6843.

Australia, A., 2011. Best Practice in Asia Pacific| ASPIRE-Green| Asia and Pacific Initiative to Reduce Emissions. star, 4(5), p.4.

Solnet, D., Kandampully, J. and Kralj, A., 2010. Legends of service excellence: the habits of seven highly effective hospitality companies. Journal of Hospitality Marketing & Management, 19(8), pp.889-908.

Cui, Q. and Li, Y., 2017. Airline environmental efficiency measures considering materials balance principles: an application of a network range-adjusted measure with weak-G disposability. Journal of Environmental Planning and Management, pp.1-21.

Southern, J. and CCO, V.A., 2013. sustainability report. Norfolk Southern: Norfolk, VA, 740, p.741.

Nair, S. and Paulose, H., 2014. Emergence of green business models: the case of algae biofuel for aviation. Energy Policy, 65, pp.175-184.

Gegg, P., Budd, L. and Ison, S., 2014. The market development of aviation biofuel: Drivers and constraints. Journal of Air Transport Management, 39, pp.34-40.

Chiaramonti, D., Prussi, M., Buffi, M. and Tacconi, D., 2014. Sustainable bio kerosene: Process routes and industrial demonstration activities in aviation biofuels. Applied Energy, 136, pp.767-774.

Wilson, A., Zeithaml, V.A., Bitner, M.J. and Gremler, D.D., 2012. Services marketing: Integrating customer focus across the firm. McGraw Hill.

Jahanshani, A.A., Hajizadeh, G.M.A., Mirdhamadi, S.A., Nawaser, K. and Khaksar, S.M.S., 2014. Study the effects of customer service and product quality on customer satisfaction and loyalty.

Ryu, K. and Han, H., 2010. Influence of the quality of food, service, and physical environment on customer satisfaction and behavioral intention in quick-casual restaurants: Moderating role of perceived price. Journal of Hospitality & Tourism Research, 34(3), pp.310-329.

Setia, P., Venkatesh, V. and Joglekar, S., 2013. Leveraging digital technologies: How information quality leads to localized capabilities and customer service performance. Mis Quarterly, 37(2).

David Mc A, B., 2013. Service quality and customer satisfaction in the airline industry: A comparison between legacy airlines and low-cost airlines. American Journal of Tourism Research, 2(1), pp.67-77.

Heracleous, L. and Wirtz, J., 2012. Strategy and organisation at Singapore Airlines: achieving sustainable advantage through dual strategy. In Energy, Transport, & the Environment(pp. 479-493). Springer London.

Chang, Y.T., Park, H.S., Jeong, J.B. and Lee, J.W., 2014. Evaluating economic and environmental efficiency of global airlines: A SBM-DEA approach. Transportation Research Part D: Transport and Environment, 27, pp.46-50.

Mishra, V.K., 2010. Deteriorating inventory model with time dependent demand and partial backlogging.

Myerson, P., 2012. Lean supply chain and logistics management. New York: McGraw-Hill.

Singapore Airlines. 2018. Accessed on 26^th January 2018 from https://www.singaporeair.com/