2013

[Type the company name] [Type the author name]

[LITERATURE AND BACKGROUND REVIEW]

Contents 1. ABSTRACT ............................................................................................................................................ 4 2. INTRODUCTION ................................................................................................................................... 4 2.1 2.2 2.3 2.4 Research Objective ................................................................................................................. 4 Research Questions/ Statements ........................................................................................... 4 Scope of Research ................................................................................................................... 4 Importance of Research .......................................................................................................... 4

3. LITERATURE REVIEW ........................................................................................................................... 5 Article 1 ....................................................................................................................................... 5 Article 2 ....................................................................................................................................... 5 Article 3 ....................................................................................................................................... 6 Article 4 ....................................................................................................................................... 7 Article 5 ....................................................................................................................................... 7 Article 6 ....................................................................................................................................... 8 Article 7 ....................................................................................................................................... 8 Article 8 ....................................................................................................................................... 9 Article 9 ....................................................................................................................................... 9 Article 10 ................................................................................................................................... 10 Article 11 ................................................................................................................................... 11 Article 12 ................................................................................................................................... 11 Article 13 ................................................................................................................................... 12 Article 14 ................................................................................................................................... 13 Article 15 ................................................................................................................................... 13 Article 16 ................................................................................................................................... 14 Article 17 ................................................................................................................................... 15 Article 18 ................................................................................................................................... 15 Article 19 ................................................................................................................................... 16 Article 20 ................................................................................................................................... 16

4. KEY HYPOTHESIS ............................................................................................................................... 18 5. RESEARCH STATEMENT ..................................................................................................................... 19 6. RESEARCH METHODS .................................................................................................................... 19 6.1 Measurement of variables ........................................................................................................ 19 6.2 Sample Size & Sampling Method ................................................................................................ 19

7.

CONCLUSIONS ............................................................................................................................... 20

8. REFERENCES ...................................................................................................................................... 21

1. ABSTRACT
Today, competition is increasing day by day in every sector. Here we will study about airlines companies. This has become a prominent issue for airports. Airport management needs to monitor and improve their performance to understand the dynamics of the competition among airlines companies and to stay ahead. This can be done by referencing to and learning from other organizations. Due to increase in population mainly due to foreign talents arriving to Singapore (Singapore crowded by foreigners) Airport management has become a major issue for Singapore Airlines Company which enjoys high growth. It also faces the challenges coupled with the opportunities. This study is conducted to provide insights to airport management by Singapore airlines for performance improvements.

2. INTRODUCTION

2.1 Research Objective

The main objective of this research is to find out the possible ways by which Singapore airlines can improve their performance and service quality and satisfy its customers. Air transportation is a new industry in Asia. During the recent years, a sharp increase in market demand and extremely fast growth has been observed in air transporation. The purpose of this report is to measure its service quality and customer satisfaction

2.2 Research Questions/ Statements

Does Singapore Airport satisfies the needs of their customers and ensure best service quality.

2.3 Scope of Research

Based on our individual bibliography, we would like to take our survey from the customers of Singapore airlines.

2.4 Importance of Research

Airport needs to balance the current development status of the airport with its future growth to capture the growing market. This study will help them in decision making. By this study, they will

have better understanding and realistic view of the airport performance. Therefore, this study will help them to adjust their corporate plan to capture the opportunities and deal with threats.

3. LITERATURE REVIEW

Article 1

How to improve management quality in the global airport industry By David Feldman

Summary This article summarizes about the massive changes over past years in airport industry. According to this article, there are several changes but both managers and management of airports have remained unchanged. Towards the management of airport insufficient attention has been paid. Leadership element of airport management is neglected like what types of leaders are required and how their success should be managed. Critique This Paper evaluates airport management quality. It presents selected best practices of airport management. This article concludes proposed value based measurement objectives for airport leaders. Appraisal This article gives coverage of in depth changes in airport industry.

Rating: 4/5

Article 2
How to Develop a retail marketing strategy at Airport By Alan Bork Summary

Most of the airports understand the importance of airline marketing. They attract airline customers by new ways of marketing like opening new routes or increasing frequencies of existing routes. Many airports pay little attention towards retail marketing. Critique It clearly states about the importance of retail marketing and ways to undertake it. Appraisal This article gives coverage of in depth marketing strategies in airport industry

Rating: 3/5

Article 3
How to handle ground opportunities at airports By Bobbi Thompson Summary These days airports are trying to improve their service by providing a variety of ground handling services to customers. This has become very necessary in todays time of competition. This can enhance overall revenue of airport and enhance customer satisfaction. Critique While developing ground handling services, airport management should take care of positive and negative aspects of these activities so that they can make right decision at right time by proper preparation, planning and implementation. Appraisal It gives coverage of ground handling, baggage handling, ground service operations, air service development. Rating: 4/5

 Article 4
How to develop Integrated project delivery By David Lind Summary Project delivery method is very important for airport development project. It predicts the projects outcome. The complexity and risk involved with airport projects plays very significant role. This involves the largest amount of claims for disputes of any commercial sector. Integrated project delivery can deliver the project in a more successful way. Critique Integrated project delivery is the way to design, build and operate airport facilities effectively and efficiently. Appraisal Integrated project delivery leverages contribution of knowledge and expertise. It utilises new technologies. Rating: 3/5

Article 5
Concept of Large cargo freighter aeroplanes By David Arendt Summary Current trends for large cargo freighter aeroplanes can be assessed by this paper. This article compares the forecast growth of freighter fleet available. Critique It show how new generation freighter aircrafts can be evaluated. Appraisal

It sets out the reasons why airlines have opted for new generation wide body freighter aircraft. Rating: 2/5

Article 6
Need of Customer service and airport retail By Mark Entwhistle Summary This article describes why retailing is necessary in airports. The reason is money. Many airports make high revenues from the services other than landing/airline fees. The price advantage for airports has been eroded by demise of duty fee. So airport managers can expect to raise this level of revenue. Critique Global fashion brands can be found in many downtown locations which removes the uniqueness of this airport shopping experience. Appraisal People fly very frequently these days and flying itself has become a commodity through the rapid expansion of low-cost airlines. Rating: 2/5

Article 7
How to size airport passenger terminals By Milan Janic Summary Airport planning & designing is a very complex task. The main participants like airport management (stakeholders), airlines, investors, users both passengers and freight/cargo shippers and local community members have expressed many environmental concerns for

this task. Keeping in view, the complexity and sensitivity of this task, airport planners and designers have developed terminal sizing theory. It describes terminal components and operations. Critique This theory supports the stimulation model for passenger terminal. Appraisal This theory extends to passenger terminal as a part of airport landside area. Rating: 4/5

Article 8
Regulation of Airports By Kyran P. Hanks Summary This article describes the ways to regulate airports. According to this article, price controls for airports should be set after a full analysis of market and recognising the exact capacity of airports, Critique Competition drives down prices and increase innovation across the system. Appraisal Regulation of airports can be done by commenting main features of Q5 price control

Rating: 2/5

Article 9

Airport performance measurement techniques By Hans-Arthur Vogel

Summary This paper assesses the comparative performance of airport by using different approaches which are used by airports. This measures efficiency of productivity of airports. A sample of 31 airports was used for the ten-year period. There are differences in size, ownership and other factors at these airports. Critique The paper considers analysis of financial ratio and data envelopment. Appraisal This research describes the financial performance between the airports which can be recognised in terms of geographical location, airport size and ownership status. Rating: 2/5

Article 10
What is the trend and practices of airline incentives By John Weatherill Summary Industry economics have led airports for new route incentives to airlines. This article describes that airport should consider some airlines incentives for air service development programme. These incentives should be used to meet the strategic needs of the community.

Critique Due to budget and/or regulatory constraints, financial incentives will not be possible in many circumstances Appraisal

The paper discusses best practices for evaluating and implementing airline incentives.

Rating: 4/5

Article 11
How to Optimise passenger security By Paul Bloch Summary This research describes about the passenger security-screening process. It is a very important factor and effect on the performance of airport due to changes in airport environment. Critique Security-screening process is grounded in the application of industrial engineering and lean manufacturing principles. Appraisal It concludes to optimise the performance of screening points which minimises operating costs and fulfils aviation security requirements at the same time as meeting passenger experience expectations. Rating: 3/5

Article 12
How to Reduce violence and sabotage in airports By Marissa R. Randazzo Summary

There can be much type of threats and risks to airport operations which includes risk from airport employees, contractors, vendors and others with authorised access. So airport management need to take care of address employee threats of harm, sabotage or violence. Critique Pre attack behaviour, communications and other warning signs of potential workplace violence are included in this research. Appraisal This research describes threat assessment. Threat assessment is an investigative process that is used to investigate threats. Rating: 2/5

Article 13
Passenger and baggage processing at airports By Betty Samola, Summary Schiphol Group is an operator of Airport Cities. It creates sustainable value for stakeholders as it develops of Airport Cities. Innovative solutions to set up the passenger and baggage processes of the future have been described in this paper. Critique This article describes the processes of passenger and baggage processes. Appraisal This article describes three major projects which discuss the use of baggage robot and security scan.

Rating: 2/5

Article 14
How to make good decisions for airport land development By Ron Messer Summary According to this research, most of the airports are located on valuable real estate assets which can be used to generate more and more revenues. There can be many development options like traditional land lease arrangements and direct involvement in developing real estate. Among these options best option is the one which will maximise the revenue. This research examines development options in terms of risks and rewards. Critique Every development option has risks and rewards associated with it. Appraisal Real value of this exercise lies in the decision-making framework that it presents. It helps in moving from a situation analysis, to an exploration of alternatives, and then to optimal decision making. Rating: 2/5

Article 15

How to manage waiting and queuing in the check-in hall at airports By Hannah Minton

Summary This study focuses on the formation, organisation and management of queues. It pays particular attention to the queues associated with airport. Data revealed an uneven distribution of power both between passengers/passengers and check-in agent/passengers,

approaches employed by passengers when deciding which queue to join and the impact of social justice on the behaviour of both the passengers and check-in agents. Critique This study evaluates strategies of queue management and makes recommendations which should be used to maintain and support social norms, values and justice.

Appraisal This study touches upon the impact of self check-in facilities and the public's relationship with such technology. Rating: 4/5

Article 16
The impact of air crowds at airports Richard Klophaus Summary This research describes the effect at airport employment when there are additional passengers at airport. The study includes several data on passenger numbers at airports and airport employment deployed. Critique The paper considers that one million additional passengers per annum needs 500 on-site jobs at airports which is a rule of thumb Appraisal It considers analysis of relationship between air traffic and airport employment.

Rating: 4/5

Article 17
How to manage local air quality By Emanuel Fleuti Summary To meet the demand for increased mobility, airports should adapt their infrastructure, but every time they face the challenge of controlling their emissions in the light of the EU air quality standards.

Critique Local air quality is a growing concern for airports. Appraisal The solution of this challenge is a joint and combined approach where the various aviation industry partners like airports, airlines, manufacturers and service providers team up to develop and implement comprehensive mitigation programmes. Such programmes could include technological, regulatory, operational and economic measures alike. Rating: 2/5

Article 18
What is the value of business plan at airports By Michael A. Hodges, President Summary This paper describes the need and functions of airport business plan. It considers the processes which are necessary to develop a proper plan for business.

Critique It includes proper job descriptions, lines of management and policy documents. Appraisal The research concludes the importance of airport stakeholders who are involved in making of the business plan. Rating: 4/5

Article 19
Cargo Business By Robert Ryan

Summary The cargo business is a tough task for airports. It occupies important land as it generates traffic. Critique This paper describes the importance of most combination carriers for decision making Appraisal It concludes that cargo is very important for carriers as well as airports. Rating: 3/5

Article 20
What is the use of teams in airports By Rosemarie Reynolds Summary Empirical data on the use of teams in organisational settings are limited, while data on the use of teams in airports are non-existent.

Critique There is little indication that how well this research either fits the needs of the management practitioner, or makes its way into management practice Appraisal The findings of this research are used to identify and discuss the existing research of most use to practitioners. It concludes with recommendations for airport managers. Rating: 4/5

4. KEY HYPOTHESIS

Reliability of Information

Airplane Service Scale

Satisfied Customers

Best Service Quality

Service Staff Empathy

Brand Loyalty

Timings of Flights should match the displayed timing, it is seen as acceptable. If otherwise, it is deemed as unacceptable. Flight information screen must be present at airport which gives clear information about flights arrival and departure Good Service Quality of Staff is necessary for customer satisfaction. Customers are satisfied by the presentation, behaviour, services given by the staff. Staff should be efficient and should have knowledge of their work. High comfort level of seats in flights provided by airport satisfies customers. Brand loyalty like Kris Flyer always attracts more customers

5. RESEARCH STATEMENT
In this research, we will conduct a survey to find out the status of Service Quality of staff, Flight information screen, difference in displayed timing and actual timing, Comfort level in flights, baggage delivery speed at Singapore airport which is managed by Singapore Airlines Company.

6.

RESEARCH METHODS

6.1 Measurement of variables

To test the survey, the questionnaire method will be conducted as it provides a standardized dategathering procedure. Because of the above reasons, research will be more precise in terms of consistency. Research questionnaire will consist of questions. In order for the participants to have base for reference, the research will be for all people who actually took flights at Singapore airport in their daily lives. The indicator can be calculated on the basis of user judgments expressed by a numerical scale; it allows quantitative techniques of analysis to be applied. To measure customer satisfaction in this research, we will be using a Likert Scale of 1 to 5.

6.2 Sample Size & Sampling Method

In this research, we will be measuring satisfaction level of customers in terms of service staff quality, punctuality of flights, flight information screen, and comfort level in flights and speed of baggage delivery. In order to achieve the actual results for this research, the targeted sample size and the sampling method used will be Multi-Stage Sampling. Firstly, this research will be focusing on working adults as to ensure that the participants point of view is not affected. In other words, they must not be biased. Secondly, the targeted age ranges from 21-50 years old. The age group selection was based on the chosen normal work force in Singapore consisting mainly at young adults. However, due to the comparative to the ratio of the target population, it will be justifiable to employ a sample size of 300 to represent Singapores targeted age range.

7.
1)

CONCLUSIONS

Singapore Airlines is government owned. It is wholly owned by Ministry of Finance. Most of

the recommendations we provide need to be vet by their officials. There is a choice limitation as we do not have other aviation industry to compare to. 2) Our hypothesis focuses on the type of demographic reflecting on services by Singapore

airlines particularly. 3) The literature review can be classified into few main points such as the importance of

customer satisfaction, improving customer satisfaction and last but not least, the importance of this survey and ways of doing it correctly in order to collect the right data in measuring guest satisfaction. 4) They discuss the best practices that their firm uses in survey design as well as the

methodological issues of timing, question order and sample size. 5) Methodological review involved in (1) Validity: the question or surveys must measure the

desired topic otherwise it is money wastage for poor measurement and which can lead to wrong conclusion. 6) Timing the survey, Question order, sample sizes and Methodology failures are also important

keys and finally, evaluating survey information after the data is collected.

8. REFERENCES
Journal of Airport Management David Feldman, Managing Partner, Exambela Consulting; 1750-1938 (Paper) 1750-1946 (Online) Volume 1, Number 4 / July 2007 January 2007 370 - 376

Journal of Airport Management Alan Bork, Travel Retail Consulting, 1750-1938 (Paper) 1750-1946 (Online) Volume 1, Number 4 / July 2007 January 2007, 348 - 356 Journal of Airport Management Bobbi Thompson, EVP, Airport Business Solutions, 17501938 (Paper) 1750-1946 (Online) Volume 1, Number 4 / July 2007 ,January 2007 393 - 397

Journal of Airport Management David Arendt, EVP and CFO and Alex Wecker, VP, Fleet Planning & Technical Contracts, Cargolux Airlines, 1750-1938 (Paper) 1750-1946 (Online) Volume 1, Number 2 / January 2007 , January 2007 146 - 150

Journal of Airport Management Mark Entwhistle, Executive Partner, Pragma Consulting and ARC Airport Retail Consultants, 1750-1938 (Paper) 1750-1946 (Online) Volume 1, Number 2 / January 2007 January 2007 , 151 - 157 Journal of Airport Management Milan Janic, Senior Researcher, Air Transport and Research Programme Leader, Transport & Infrastructure Section, OTB Research Institute, Delft University of Technology, 1750-1938 (Paper) 1750-1946 (Online) Volume 1, Number 2 / January 2007 January 2007 180 - 198

Journal of Airport Management Kyran P. Hanks, Economics and Regulation Director, BAA, 1750-1938 (Paper) 1750-1946 (Online), Volume 1, Number 1 / September, 2006 , September 2006 , 17 - 24 Journal of Airport Management Hans-Arthur Vogel, Fraport and Anne Graham, Senior Lecturer, University of Westminster, 1750-1938 (Paper) 1750-1946 (Online) Volume 1, Number 1 / September, 2006 59 - 74 Journal of Airport Management John Weatherill, Director, Airline Planning, InterVISTAS Consulting1750-1938 (Paper) 1750-1946 (Online) , Volume 1, Number 1 / September, 2006 ,25 - 37

Journal of Airport Management Paul Bloch, Joint Managing Director and Claire Payne, Consultant, Transport & Logistics Consultancy, 1750-1938 (Paper) 1750-1946 (Online) Volume 1, Number 1 / September, 2006 , 9 - 16

Journal of Airport Management Marissa R. Randazzo, Founder and President, Threat Assessment Resources International, 1750-1938 (Paper) 1750-1946 (Online) ,Volume 2, Number 4 / July 2008, 325 - 335

Journal of Airport Management Betty Samola, Amsterdam Airport Schiphol, 1750-1938 (Paper) 1750-1946 (Online) Volume 2, Number 3 / April 2008 January 2008 , 227 - 234 Journal of Airport Management Hannah Minton 1750-1938 (Paper) 1750-1946 (Online) Volume 2, Number 3 / April 2008 January 2008 , 249 - 264 Journal of Airport Management Richard Klophaus, Professor of Business Management, Transportation and Logistics, Trier University of Applied Sciences; 1750-1938 (Paper) 17501946 (Online), Volume 2, Number 3 / April 2008, January 2008 , 265 - 274

Journal of Airport Management Emanuel Fleuti, Head of Environmental Services, Unique (the former Zurich Airport Authority); 1750-1938 (Paper) 1750-1946 (Online) Volume 2, Number 2 / January 2008 115- 119

Journal of Airport Management Michael A. Hodges, President/CEO and Founder, Airport Business Solutions; 1750-1938 (Paper) 1750-1946 (Online) ; Volume 2, Number 2 / January 2008 ; 137 - 141

Journal of Airport Management Robert Ryan; 1750-1938 (Paper) 1750-1946 (Online) ; Volume 2, Number 2 / January 2008 ; 132 - 136 Journal of Airport Management Rosemarie Reynolds, Dawna L. Rhodes, Chair, Department of Management, Marketing and Operations, Embry-Riddle Aeronautical University and Theresa Rooney, Programme Systems Analyst, VRC; 1750-1938 (Paper) 1750-1946 (Online) ;Volume 2, Number 1 / October 2007 ; January 2007 ; 67 - 81 Journal of Airport Management David Lind, President & CEO, Corgan Associates; 17501938 (Paper) 1750-1946 (Online) ; Volume 6, Number 3 / June 2012; 207 - 216

Journal of Airport Management Ron Messer, School of Business, Kwantlen Polytechnic University; 1750-1938 (Paper) 1750-1946 (Online) Volume 6, Number 3 / June 2012 ; 250 259

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