Service Quality Impact on SIA Passenger Satisfaction and Loyalty

This project, focusing on Management 77, investigates the impact of service quality (SQ) on passenger satisfaction and loyalty within the Singapore Airlines (SIA) industry. The research includes an introduction outlining the background, aim, and significance, emphasizing SIA's strengths and weaknesses through customer feedback analysis. A literature review explores the status quo of SIA's SQ, its competitiveness, and obstacles to SQ enhancement, along with factors for improvement. The research methodology employs a mixed design, including surveys via questionnaires and both primary and secondary data collection. The findings and discussion chapter will analyze the collected data, while the conclusion summarizes the research and provides recommendations. The study aims to address the research questions such as the status quo of SQ, SIA's competitiveness, obstacles to SQ, factors for improvement, and strategies for enhancing service and consumer satisfaction. Limitations include time constraints and potential issues with primary data collection. The project is delimited to economy class passengers aged 19-40 in Singapore, conducted between October and November 2019.