What is Airline Industry?

• The business of transporting paying

passengers and freight by air

along regularly scheduled routes, typically

by airplanes but also by helicopter

Why is quality in airline industry

important?

• Public consciousness

• Only way to travel long distances

• People cannot choose a “safer” alternative

Driving force for implementing good

quality

Public

• Public’s expectation

• Demand for such service

National

• National Pride

• Tourism

Industry

• Economic profit

• Image is important in competitive market

Quality systems in place

• World Airline Star Rating®

• SKYTRAX Airline Quality Audit (SAQA)

• Quality analysis system implemented in

2000

• Conducted by in-house airline audit

specialists

Quality systems in place

• Analysis across more than 800 different

areas of product and service delivery

• Key guidelines that determine what is

necessary to achieve different Star

Ranking levels

Quality systems in place

Quality systems in place

Quality systems in place

• IATA Operational Safety Audit (IOSA)

program

• Internationally recognized and accepted

evaluation system

• Assesses the operational management

and control systems of an airline

Quality systems in place

• Continuous updating of standards to

reflect regulatory revisions and the

evolution of best practices within the

industry

• A structured audit methodology, including

standardized checklists

Quality systems in place

ExpectationsFirst/Business Class Economy Class Budget Class

Seat Comfort Personalized Comfortable throughout

journey

Comfortable for short haul

journey

In-flight Entertainment Varieties No entertainment

Leg Space Spacious Comfortable throughout

journey

Comfortable for short haul

journey

Quality of food Top class Fulfilling Need to pay

Cleanliness Top class

Crew’s language skills Eloquent Eloquent

Service Attitude Top class Sufficient

Question to ponder?

• Why majority of 5 Star airlines are from

Asia?

– Corporate culture

– Different goals

– Individualists

Maintaining quality standards

Western Airlines Eastern Airlines

Adopt quality management system from Asia

Innovative designs for facilities

Service and quality guarantees Break language barrier

Re-train cabin crews Encourage more airlines to form alliance

Improve safety

Case Study – SIA

• Ranked 2nd in World Best

Airline 2010

• 5 Star rated (1 out of the 7

airlines in the world)

• Hundreds of industry

award for its service quality

Case Study – SIA

• SIA’s website one of the most advanced

and user friendly in the world

• Service development department

• Corporate culture that accepts change

• Extensive customer feedback

mechanisms

• Program “SIA”

Case Study – SIA

• SIA’s website one of the most advanced

and user friendly in the world

• Service development department

• Corporate culture that accepts change

• Extensive customer feedback

mechanisms

• Program “SIA”

Case Study – SIA

• Aim to be the best service organization –

benchmark against other competitors

• Product Innovation Department

• Team concept

• Developing staff holistically