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Essay's paper info
| Topic: |
Business
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| Number of pages / Number of words: |
7 / 1846 |
Essay's paper body
Below are the identified CSF’s of Singapore Airlines:
1.2.1 Product/Service Differentiation
The Singapore Girl has become the airline industry icon of service which has led to SIA being the aviation industry’s strategic benchmark. The Singapore Girl is the essence of their Product/Service Differentiation strategy, and can be named as one of the most important CSF’s for SIA...
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SIA is strategically positioned in the premium service, quality and value market segment of the international airline industry. Service is the raison d’etre of SIA, and at the heart of its service reputation is the Singapore Girl (Chan, 2000b).
A distinct competitive advantage has been gained by SIA through the use of the Singapore Girl as its brand image...
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