Augmented services and Competitive Advantages of Singapore Airlines

Singapore Airlines have been operating successfully in the aviation industry. Although it has
encountered losses in the first quarter of 2017, it has efficaciously overcome the losses and
earned back its profits by the second quarter of the year. Singapore Airlines have focused on
offering its customers with augmented services, which are lucrative as well and this has
provided the organisation with the opportunity to attract more customers, thereby increasing
its revenue. Describe what are augmented services.

The various augmented services that Singapore Airlines offer to its guests includes delectable
gourmet food ranges, which have been designed in such manner that it fulfils the nutrient
requirements and are palatable as well. They have also launched “Deliciously Wholesome
Programme” whereby they aim towards providing their customers with quality food that are
meant to rejuvenate and restore the body of the guests, during the long-haul flights.
Furthermore, the menu of the food service has been designed in such manner that the
different classes are able to enjoy varied delicacies. This offer had attracted many customers
to opt for their services, over other airline companies. Furthermore, Singapore Airlines have
opened SilverKris Lounge at many airports, such as Brisbane Airport, where the guests are
able to enjoy their own personal space, which are developed to provide them with homely
atmosphere. The lounges also offer wide-range of food and beverage selections, which have
been devised to complement with the in-flight offerings of the airlines. Singapore Airlines
have also introduced self-service c heck-in kiosks at several airports such as Paris, Tokyo,
San Francisco and Los Angeles. These kiosks have made the customer’s experiences more
efficient and self-sufficient. Furthermore, self-service check-in options are also available at
the Singapore Airlines Mobile App and the corporate website. The firm is also planning to
introduce electronic baggage tags as well as automated baggage drops at various airports to
improve the customer experience. To attract the Indian consumers as well as those with the
palate for Indian cuisine, Singapore Airlines have launched “Ruchi Thali” that comprises of
the traditional Indian meal set. The airlines also serve their guests with steaming hot towels,
with tongs that can be used by them in varied manner as per their requirements. The other
augmented services offered by Singapore Airlines are the in-flight entertainment system,
which allows the guests to watch movies, including the ones that have been awarded Oscar,
or use the system as a guide map of their place of destination. The entertainment system can
also be used learn new languages using Berlitz.
Singapore Airlines have focussed on offering its guests with plethora of delicacies that are
rich in nutrient values, as well as fulfil the palatable desires of the individuals. These
augmented services along with other features that are offered by the airlines have added to
the competitive advantage for the organisation.

Add some more to the competitive advantage

Effectiveness of Service Marketing by Singapore Airlines

Singapore Airlines have always focused on providing its customers with quality services,
which have added to their strategy of service marketing. The organisation has utilised the
concepts of service marketing very efficiently. For instance the “Flower of Services” offered
by Singapore Airlines covers all the important elements associated with the theory. The key
elements include information, consultation, order-taking, hospitality, safekeeping, exceptions,
billing and payment. The following represents the “Flower of Services” of Singapore
Airlines:

Figure 1: Flower of Services of Singapore Airlines

(Source: Created by the Author)

The information regarding the various services offered by Singapore Airlines, such as flight
schedules, ticket fares, availability, can be acquired through their corporate website, mobile
phone application, and other such sources. The firm also provides consultation to all their
guests, especially to the frequent flyers, regarding the destination choices, special menus,
preferred classes and routes. The company takes the order from the travellers through
company website, official mobile phone application and ticket offices. The hospitality
services offered by Singapore Airlines, right from the moment of ticket booking, till post-
flight assistance, have fascinated the guests. The in-flight services offered by the cabin crew
attract individuals of ages. The employees also ensure the safekeeping of passenger’s luggage
as well as children and older guests. Singapore Airlines also entertains the special requests of
passengers such as providing amenities for children and elderly, meal preferences and
medical assistance. The billings are sent to the customers through e-mails or split bills and the
payments are accepted through the mode of credit cards, flyer privilege special payment, and
travellers’ cheque as well as through cash. For better competitive advantage, it is important
for an organisation to focus on the four key components of service marketing. These include
intangibility, inseparability, perishability and variability. In the airlines industry, the
intangibility features include the food served to the passengers, in-flight entertainment
systems, flight booking services, availability of magazines and newspapers in-flight, seats
and cushions offered to the guests, cabin environment, baggage retrieval, and staff uniform.
The features of inseparability include pre-flight services such as web check-in, airport
lounging services and pre-booking in-flight meals, which increases the consumer satisfaction
by minimising the time spent on waiting. The variability factor includes recruitment of
trained employees and providing them with further training, monitoring the customer
satisfaction through in-flight feedback forms and further improvisation of the services. The
features of perishability include the differential pricing and recruitment of part-time
employees to serve during the peak service seasons. Singapore Airlines has utilised these
dynamics of service marketing efficiently that have added to their competitive advantage.

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