Running head: AUGMENTED SERVICES 1

Augmented Services of Singapore Airlines

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Table of Contents

Competitive Advantages of Singapore Airlines ............................................................. 3

Augmented services offered by Singapore Airlines ................................................... 3

Competitive Advantage .............................................................................................. 4

Effectiveness of Serve Marketing by Singapore Airlines .............................................. 4

References ...................................................................................................................... 5
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Competitive Advantages of Singapore Airlines

Augmented services offered by 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. 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
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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.

Competitive Advantage

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. This

augmented service along with other features that are offered by the airlines have added to the

competitive advantage for the organisation.

Effectiveness of Serve Marketing by Singapore Airlines

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References