Every industry has its own character and character. Consumer purchases can also have different patterns. This is related to a number of aspects, such as the intensity of purchases, usage, competition in the industry, and various other factors. In the aviation industry that is engaged in services, quality is largely determined by the value of the product that is felt compared to the money spent. It is very important to pay attention to the experience of consumers when first using airline services because this will determine whether they will make a repeat purchase or not. Because of this, new players who enter the industry must be patient and consistent to achieve satisfaction before finally consumer confidence.
Singapore Airlines is known as one of the airlines with the best quality service in the world. This airline won the title within 12 years, which in this industry is relatively short. Singapore Airlines succeeded in combining ambition, efficiency and quality of service with consumers from various cultural backgrounds. The airline is also a major contributor to Singapore. In the labor sector, one in 80-90 Singaporeans works for Singapore Airlines. Let’s look at the history of Singapore Airlines.
Singapore’s aviation industry began operations in 1947 by serving three flights a week between Singapore and three cities in Malaysia. The airline continues to experience growth and expansion into other ASEAN countries, such as Indonesia, Vietnam, Thailand and Brunei. In 1963 the airline named Malaysia Airways Limited as the company’s brand and was owned by BOAC, Qantas, and other minority shareholders.
A major change occurred in 1966, when the governments of Malaysia and Singapore acquired a majority of shares and took control of the company. The company also changed its name to Malaysia-Singapore Airlines (MSA). Flight routes are expanded to serve Taiwan, Japan and Australia. At this time the company tried to improve service standards. MSA tries to expand to the European continent and becomes an air bridge for European passengers visiting Southeast Asia.
In 1971 the governments of Malaysia and Singapore had differences of opinion. Malaysia wants the airline to continue to serve domestic operations that are connected to the surrounding area. Meanwhile, Singapore wants the airline to be used as an investment tool and supporting tool to make the country the center of trade and communication in the region. Finally, in October 1972 this condition ended with the division of MSA into two airlines, namely Malaysia Airlines System (MAS) and Singapore Airlines (SIA). One of the agreements is that all Boeing jets and most international routes are handed over to Singapore Airlines.
In a few moments Singapore Airlines consistently won various awards on various international routes. Strategic policies taken also provide excellent results in a decade. In 1981, 70 percent of ticket sales occurred outside Singapore. This is an indirect acknowledgment that Singapore Airlines is capable of serving many international routes.
One of the differentiations that has the biggest contribution is from the aspect of service, especially the role of the Singapore Airlines flight attendants, often referred to as “Singapore Girl”. This concept was introduced in 1972. From the very beginning, it was easy to become familiar with the Singapore Girl using uniforms of kebaya with attractive designs and motifs. These flight attendants are often highlighted in many corporate promotional programs in various media.
The company makes comprehensive and strict SOPs for every Singapore Girl, from how to dress, how to behave, to gestures of body language when serving consumers. With this concept, the company wants to align flight attendant services in the construction of the Singapore Airlines brand that uses the slogan “A Great Way to Fly”. In addition, Singapore Girl has a characteristic as an Asian flight attendant who has a personality in serving. Every flight attendant is trained to give a caring, warm, gentle, elegant and calm impression.
Along with the development and support of consistent service quality, Singapore Girl has become a company icon that is well known to the world community. In 1993, Singapore Girl became the first figure in the commercial world to be made his wax statue in the wax statue museum of Madame Tussauds, London. Singapore Girl, supported by excellent service, is a Singapore Airlines differentiation that is difficult to imitate. This has become a mainstay in the face of increasingly competitive commercial aviation industry lately, especially with the rise of low-cost carriers.
(quoted from the book 100 Classic Marketing Stories – Jacky Mussry, Waizly Darwin, and Edwin Hardi – 2012)