Investigation into Satisfaction of Passengers Using Singapore Airlines

This proposal intends to gather feedback from the customers of the Singapore airlines about the level of satisfaction they obtain from the service quality and point out the weaknesses of the service if any.

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student
Name of the University
Author Note

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Table of Contents
Research topic..................................................................................................................................2
Introduction......................................................................................................................................2
Brief Literature Review...................................................................................................................2
Research Problem............................................................................................................................4
Research Question...........................................................................................................................4
Research Objectives.........................................................................................................................5
Type of Research and Research design...........................................................................................6
Conclusion.......................................................................................................................................7
Reference list...................................................................................................................................8

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Research topic
An investigation into satisfaction of passengers using Singapore airlines – about their personal
experience with the journey and other aspects.
Introduction
In the year 1947, the Singapore airline was established as the flag air carrier of the
Singapore Republic. It ranks in the 15 among the top air carriers in the world. Changi Airport is
the airport on which it is based. Singapore Airlines was the launch customer for the Airbus
A380, which is the largest aircraft for passengers worldwide. By 2010, the Singapore Airline was
named as the second largest air association for transport by the international air transport
association. The worth of the Singapore airline at present is US$14 billion ( Leong, et al., 2015).
When it comes to consumer satisfaction Singapore airlines has spread it name far and across for
the ultimate satisfaction level it provides to its customers. It has flourished as one of the high
standard airline service providers, providing satisfaction to its passengers both on and off the
ground (Heracleous & Wirtz, 2014). However, the marketing manager wants to make sure that
the quality of service of the service remains intact. This proposal intends to gather feedback from
the customers of the Singapore airlines about the level of satisfaction they obtain from the
service quality and point out the weaknesses of the service if any.
Brief Literature Review
The airline companies in order to prosper, pays more attention in the delivery of service
to provide the best quality of satisfaction (Smits, 2018). For sustained growth in airlines and
increase in profitability, the provision of high quality service to customer has a core advantage of

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competition. It is very important for airline companies to understand the customer’s needs and
promote a sound customer loyalty (Adapa & Roy, 2017).
The customers can term the quality of service as both inferior and superior, according to
Parasuraman, Zeithaml, and Berry (1994), the most distinguishing feature of the airlines is the
high quality service, it is a very sensitive issue and a slight problem may lead to decline of the
consumer loyalty by 20%. The service quality of airlines consists of various tangible and
intangible characteristics on and off the ground. It starts from purchase of the tickets and ends
with cab facilities at the destinations. The quality service includes, time of performance, in-flight
service, frequency of service and good behavior (Saha & Theingi. 2009).
In order to achieve a high quality consumer satisfaction, Singapore airlines focuses on the
quality of service, the Parasuraman et al. (1988) proposed the five service dimensions namely,
reliability, tangibles responsiveness, empathy and assurance. Another aspect of consumer
satisfaction is price, Anderson, Fornell and Lehmann (1994) emphasized perceived price as an
important factor of satisfaction of consumer. The extent of satisfaction obtained from price is
broader than what the consumer obtains from service quality. For a rational consumer, less the
price, more the level of satisfaction, that is there exist a negative relation (Lin, 2015). The
Singapore airline tries its best to provide the best offers to its customers along with high quality
of service. However, due to snob affect many for many consumers’ who wants to travel
exclusively, the concept is reverse, for that reason there should be a sound balance in the price
range and proper price and service relationship (Wirtz & Zeithaml, 2018). The Singapore airlines
launched its new generation cabin products in order get the new industry benchmark for
premium air travel. Along with the same, the new seats and Kris-world in-flight entertainment
system has been introduced that would cover all the routes covered by the Singapore air travel

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(Adapa & Roy, 2017). Therefore, new ideas and innovations regarding the improvements in the
airlines is always welcomed, however, Because of its high service quality, fare charges of
Singapore air lines are comparatively high. In comparison with the low cost carriers such as
Tiger Airways, the charges are far beyond the reach of many people belongingto the middle
class (Hung, 2015). Moreover, there are many routes that are not totally covered by the airline,
whereas its competitors such as Emirates and Thai Airways cover those areas (Hussain, Al
Nasser & Hussain, 2015). There is a regular increase the passengers expectations and they show
almost no tolerance to any slight mistake by any staff of the airlines, therefore, the management
needs to be more cautious (Airlines, 2016).
Research Problem
As a marketing anger of the Singapore airlines, the satisfaction of the consumer is to be
given the highest priority. The problems faced by the consumers are based on the quality, price
and the boundaries of the airlines. The concerned problems the research intends to highlight are,
whether the customers are getting the ultimate satisfactions or not, what are the changes that are
to be made by the company to enhance the level of satisfaction and what are the problems the
customers are facing in the service.
Research Question
Based on the problem statement, the research questions can be designed as follows:
Primary questions:
 What is the level of satisfaction prevailing with the customers in the concerned
area of the Singapore Airlines?

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 What are the pros and cons if the level of satisfaction is not attained?
Secondary questions
 What are the areas that are needed to be covered to enhance the level of consumer
satisfaction?
 What are the changes that are to be needed to enhance the consumer satisfaction?
 Whether the consumers are getting the ultimate satisfaction or not.
 What are the complaints, grievances and the drawbacks of the Airline Service?
Research Objectives
The aims of this research according to the SMART approach are as follows:
 Specific: To point out the ways in which the ultimate level of satisfaction of consumers
can be obtained.
 Measurable: To highlight the grievances and complains of the consumers faced while
travelling in the Singapore Airlines by obtaining quantitative data by conducting primary
survey.
 Achievable: To recommend the ways in which the level of satisfactions of the consumers
of the Singapore airline service can be increased.
 Realistic: To examine in detail various limitations in the quality of service of the
Singapore Airlines.
 Time bound: To set a target to achieve a specific level of satisfaction in a particular
financial year to analyse the improvements in the quality of service, price and other
aspects.

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Type of Research and Research design
It is important to understand the fact where it is considered that Research Process as a
synchronized process in way for data collection aligning with the research topic on passenger
satisfaction of the Singapore airline service (Perçin, 2017). The proposed research will take
relevant attributes for the research topic.
In the first step, the research will define the actual idea of the research that is related to
the topic. This would help the researchers translate the research questions into the analysis.
The next step is followed by the research design; this part includes the methodology of
the research such as the research philosophy, methods and investigations. The research
philosophy includes three research policies namely, Positivism, Interpretivism and Realism.
Positivism Philosophy refers as considering scientific data collection method. On the contrary,
Interpretivism Philosophy refers as considering human emotional side of human beings in future
course of action. The last type of research philosophy is the Realism explained as combined
philosophies of Positivism and Interpretism (Namukasa, 2013). In the pr4sent case the
researchers will follow the philosophy of positivism will be used at the time of conducting the
research as data collection attributes are taken into consideration. The research methods includes
two broad categories one is inductive and the other is deductive. The deductive approach
concerns testing theory, therefore, for this research deductive method is used.
In the next step, researchers will be considering analyzing data in the most appropriate
way. This means information will be gathered as collected from both primary sources like
market survey and secondary sources of information such as census reports after use of marginal
probability in payoff matrix.

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In the last step, Researchers will be concerned with the Publication Process. This means
deciding for starting for writing paper and psychology manuscripts. In this particular research on
consumer satisfaction of the Singapore airlines will be using secondary sources of data such as
academic journal articles, books and authentic websites. This is one of the processes enabling
understanding for data collection methods after using marginal probability analysis.
Conclusion
As a marketing manager, it is really important to maintain the consumer satisfaction.
Passengers are the assets of the organization. They are the factors for the generation of revenues
for any airlines. It is important to make sure that maximum satisfaction level is being provided to
them. To maintain a well known image, sound goodwill, and a positive influence on the
customers, quality service is needed to be provided to them with proper price ranges. The main
research objective is to find out the Singapore airlines services performance and to know about
the service they provide on a daily basis in their job. Singapore airlines have to maintain a huge
brand loyalty and value in the worldwide airline industry.

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Reference list
Adapa, S., & Roy, S. K. (2017). Case Study 6: Malaysian Airlines Versus AirAsia: Customer
Satisfaction, Service Quality and Service Branding. In Services Marketing Cases in
Emerging Markets (pp. 67-75). Springer, Cham.
Airlines, S. (2016). Our Awards.
Heracleous, L., & Wirtz, J. (2014). Singapore Airlines: Achieving sustainable advantage through
mastering paradox. The Journal of Applied Behavioral Science, 50(2), 150-170.
Hung, F. (2015, September). Relationship Among Brand Image, Service Quality and Customer
Satisfaction Using China Airlines as an Example. In 2nd International Conference on
Intelligent Computing and Cognitive Informatics (ICICCI 2015), Singapore,
September (pp. 8-9).
Hussain, R., Al Nasser, A., & Hussain, Y. K. (2015). Service quality and customer satisfaction of
a UAE-based airline: An empirical investigation. Journal of Air Transport
Management, 42, 167-175.
Leong, L. Y., Hew, T. S., Lee, V. H., & Ooi, K. B. (2015). An SEM–artificial-neural-network
analysis of the relationships between SERVPERF, customer satisfaction and loyalty
among low-cost and full-service airline. Expert Systems with Applications, 42(19), 6620-
6634.
Lin, Y. H. (2015). Innovative brand experience's influence on brand equity and brand
satisfaction. Journal of Business Research, 68(11), 2254-2259.

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Namukasa, J. (2013). The influence of airline service quality on passenger satisfaction and
loyalty: The case of Uganda airline industry. The TQM Journal, 25(5), 520-532.
Perçin, S. (2017). Evaluating airline service quality using a combined fuzzy decision-making
approach. Journal of Air Transport Management.
Saha, G. C., & Theingi. (2009). Service quality, satisfaction, and behavioural intentions: A study
of low-cost airline carriers in Thailand. Managing Service Quality: An International
Journal, 19(3), 350-372.
Smits, R. (2018). A research to the influence of failure severity on customer satisfaction and
loyalty. Does failure type influence the impact on the customer in the airline
industry(Master's thesis, Open Universiteit Nederland).
Wirtz, J., & Zeithaml, V. (2018). Cost-effective service excellence. Journal of the Academy of
Marketing Science, 46(1), 59-80.