Nowadays, along with the high travel demand, people have more choices among airline firms when they travel or work aboard. At Singapore Airlines, as committing to provide excellent service and safe flight, customers are expecting more and more what they will receive in their journeys. For example, the different culture requires the different serve such as food provided, welcome etc, that must be considered in order to satisfy customers. Also, Singapore Airlines has to maintain their standards to build up higher company image as "Singapore Girls" when going business globally.
Specially, one of the most concerns for Singapore Airlines is customer's fear of travel due to terrorism, prestige and air accidences. In 2002, they had faced very negative social impacts as their responsibility for the dead of 82 people and wounds of 81 passengers after a fatal crash at Taipei International Airport. Moreover, SARS and flu epidemic in 2009 had caused Singapore Airlines stock index decreased by 4% and rising worries about travel overseas. Recognizing customers' attitudes are very important; Singapore Airlines changed all engine motor of their aircraft A380 to retain customers after accidence occurred with the same planes of Qantas Airlines in 2010.
To ensure their mission, they have been caring their staff in terms of social customs by structuring their organization and providing advantage working environment. Also, by caring people's opinions, lifestyles as well as customers' social norms and values, Singapore Airlines is continuously expanding their business globally.