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Practical and Application: Singapore Airlines - Research Paper Example

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This paper focuses on long-term customer relationships with Singapore Airlines. In order to establish and maintaining long-term relationships, relationship marketing should understand customer expectations, know the customers, evaluate services process, obtain a proper service quality…
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Practical Research and Application: Singapore Airlines
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"Practical and Application: Singapore Airlines"

Download file to see previous pages   Singapore Airlines is originally a merger between Malaysia and Singapore Airlines. The airline started operating as a single entity in 1972. The history of the company goes back to 1947 when it operated as a merger. The company then had three flights per week, flying to Ipoh, Kuala Lumpur and Penang. The operational routes slowly increased to cover an international recognition in terms of Singapore flights operating through the Kallang Airport. The split between the two companies took place after Malaysia became a Federation in 1963. The spilt made it easier for the company to make decisions, and implement innovative schemes, increasing its popularity. Today the airline covers over 90 destinations in 38 countries. The success of the company has not been easy and is dependent on various factors including regular research programs, and diverse organizational structure (SingaporeAirlines 2012). Organizational Structure of Singapore Airlines An organizational structure is a grouping among individuals of a company with the aim of securing coordination amongst themselves. The aim of an organization structure is to secure a target of achieving a given goal. The importance of an organizational structure is to provide guidance in the running activities pertaining discipline and hierarchical order. The organization gives a distinction on the duties and responsibilities of different people elevating their potential. Singapore airlines operate as one of the biggest in terms of turnover as well as diversity in the airline industry. The centralized, hierarchical organizational structure of the airlines plays an important role in ensuring the company’s management merges with the Singapore governments. Elements within its organizational structure play a role in flexible decisions that aid the organization in succeeding (Becker & Baloff 1969; Carol 2001). Elements of Singapore’s organizational structure i. Organization Complexity The Singapore Airline currently runs with 2000 pilots, 7000 cabin crew leaders and 200 staff on the ground. The airline involves in corporate social responsibility through communicating with people who they offer transport services. Providing environmental protection and social welfare remains a vital role in securing a good public image. The company indulges in forecasting and research to secure a brighter future by improving their services. Singapore Airlines adopts emerging technologies in the aviation industry. It became the first company in the world to operate the largest aircraft in the world. The A380 plane flew the route between Singapore and Sydney in 2007 (Halbert & Ingulli 2011). ii. The Centralization of the Structure Singapore airlines operate as a sole entity regardless of the government shares. The government of Singapore maintains a strict relationship of financing the airline without placing restrictions on the operation of the airline. The company runs with the help of vice presidents assigned to run the organization properly.   ...Download file to see next pagesRead More
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