Understanding Customer Preferences in Air Travel for Singapore Airlines

UNDERSTANDING CUSTOMER PREFERENCES IN AIR TRAVEL FOR SINGAPORE AIRLINES
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Understanding Customer Preferences in Air Travel for Singapore Airlines
Introduction
In the past few years, the aircraft industry has undergone many changes, mostly because of the COVID-19 outbreak. As air travel slowly starts up again and passenger numbers change, Singapore Airlines should pay attention to how customers' tastes and habits are changing (Li and Tartarini, 2020). This marketing study plan will use primary and secondary data to know what customers want and where the airline might have a chance.
Problem Identification
In this marketing study, the main problem is to determine if economy-class passengers are ready to pay for extra empty seats to keep people from talking to each other. Li and Tartarini (2020) posit that the COVID-19 pandemic worries people about their personal space and safety when they fly. By solving this problem, Singapore Airlines will make smart choices about its services, price, and total customer experience.
Research Question
Will economy-class travelers pay for more vacant seats to maintain social distance?
Environmental Analysis
Singapore Airlines will do a SWOT analysis to look at the business situation in a critical way. This study will help the airline know its strengths and weaknesses and what chances and threats are coming from the outside (Qin, 2020). By looking at its strengths and flaws, the airline can understand what makes it competitive and where it can grow. Singapore Airlines will be able to take advantage of market trends and improve customer happiness by looking for opportunities like the chance to sell extra seats for social distance.
Swot Analysis
Strengths
Reputable brand. Singapore Airlines has a good brand image for customer service, dependability, and safety.
Wide route network. The airline has several global destinations, offering travelers many travel options.
Quality service. Singapore Airlines is known for its excellent customer service, making travel pleasurable.
Efficiency in operation. The airline operates efficiently, ensuring punctual departures, low delays, and pleasant flights.
Weaknesses
High running costs. Fuel, maintenance, labor, and airport fees are expensive for the airline (Qin, 2020). Singapore Airlines needs to work on properly managing and controlling these expenditures.
Vulnerability to external factors. As proven by the influence of COVID-19 on travel demand, the airline sector is highly vulnerable to external variables such as economic downturns, geopolitical upheavals, and pandemics.
A limited domestic market. Singapore carriers' home nation has a smaller domestic market than carriers with larger domestic markets, restricting expansion potential.
Opportunities
An emerging market expansion. The Asia-Pacific area is seeing rapid economic expansion, increasing travel demand (Qin, 2020). Singapore Airlines may seize this opportunity by strengthening its footprint in emerging countries and launching new routes.
Rapid technology improvements allow Singapore Airlines to increase operational efficiency, improve the customer experience, and develop new services and products.
Environmental sustainability. With an increasing emphasis on sustainability and environmentally friendly practices, Singapore Airlines has a chance to invest in fuel-efficient aircraft, implement green initiatives, and promote environmental responsibility.
Threats
Intense competition. Full-service carriers and low-cost airlines compete for market share in the airline sector (Qin, 2020). Regional and international airlines with comparable prices and services compete with Singapore Airlines.
Fuel price fluctuations. Fuel price fluctuations can substantially influence Singapore Airlines' operational expenses and profitability.
Regulatory obstacles. The airline business is governed by several regulatory frameworks, including safety rules, international agreements, and government laws (Qin, 2020). Adapting to these standards and meeting new needs might take time and effort.
Research Design
Primary vs. Secondary Data
This research will combine primary and secondary data collection methods to ensure comprehensive and reliable findings. In this case, primary data will be collected directly from customers of Singapore Airlines through a quantitative questionnaire (Asenahabi, 2019). By directly engaging with the target audience, primary data provides specific and relevant insights into their preferences, attitudes, and behaviors regarding social distancing and willingness to pay for extra empty seats.
The quantitative questionnaire will consist ...