Services and Relationship Marketing - Changi Airport

Topics: Marketing, World's busiest airports by passenger traffic, Singapore Changi Airport Pages: 23 (3947 words) Published: October 30, 2014
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Module:
 Services
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 Marketing
 
 
 
 

 
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Content Page

1. Introduction
2. Definition of a Service and Services Provided at Changi Airport 3. Changi Airport and its Competitors
4. Changi Airport and its Environment
5. Technology in Changi Airport
6. Customer Relationship Marketing (CRM) at Changi Airport
7. Conclusion
References

 

1
 

1. Introduction

In Asia, air transport has developed more rapidly than in any other part of the world. This has resulted in the governments of Asian nations undertaking major expansion projects of their airports. However, an airport’s competitiveness is not determined simply by its size. Changes in the economy from being product-focused to being customer-oriented have forced companies to shift towards being service focused. To analyze their competitiveness, a study has to be conducted that examines both elements.

Established in 1981, Changi Airport is currently managed by Changi Airport Group and has become the country’s pride and joy and a flag flyer for Singapore. A brief glimpse into the history books of Changi Airport tells us that it was formed mainly because the three existing airports in Seletar and Kallang were unable to cope with increased traffic and was facing congestion issues. The only solution was to construct a brand new airport at a location that was easily expandable and where the land could be reclaimed.

Just seven years after commencing operations, Terminal 1 was awarded the Best Airport in 1968. Today, Changi Airport has been ranked internationally as the sixth busiest and a world-class airport in terms of excellent customer service, efficient operations and its global competitiveness. As shown on their website, several accolades including Best Airport in Asia Pacific, Favorite International Airport, Airport Authority with the Most Supportive Approach to Travel Retail, etc., have also been awarded by organizations such as

the

International

Federation

of

Airline

Pilots

Associations

(IFALPA)

(Changiairport.com, 2014). The Business Times reported that in the seven-year history of the Customer Service Index of Singapore (CSISG), Changi Airport received the highest recorded score of 85.5 this year (Shi Ning, 2014).

This report will be discussing the services offered by Changi Airport and how these services differentiate the company from its competitors. Also, an evaluation of the elements that have enabled Changi Airport to earn its current achievements will be done

 

2
 

in relation to its service quality and environment. This will be followed with a discussion on the technologies used in...

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