3.1 Fulfillment and Support
This refers to the manner SIA competes, the way it reaches out to
customers – its choice of channels, the kind of customer support it offers and what
level of service it provides. To support its service excellence strategy, SIA adopts a
rigorous quality control system and process for staff recruitment and selection, and
a rigorous training and service policy (Chan, 2000a, pg. 7). SIA has one flight
attendant for every 22 seats, said to be the best in the world and well above the
industry average. SIA will even serve instant noodles on request! In 1997 SIA
introduced Electronic Ticketing for flights from Singapore to Kuala Lumpur and
Penang. In the same year, it launched innovative in-flight entertainment offering
passengers viewing and listening options, where they are able to choose from 15
movies, 20 short features and about 50 CDs. Internet check-in for First Class, Raffles Class and PPS Club members flying out of Singapore was introduced in
1996 (Chan, 2000a, p. 7)