Strategi Customer Relations Singapore Airlines Dalam Meningkatkan Pelayanan Prima Kepada Pelanggan Anggota Krisflyer

Abstract

This reaserch aims to examine the strategies used by Singapore Airlines customer relations. The focus of this study is to explain how the customer relations strategy of Singapore Airlines in improving excellent service to Krisflyer members at Soekarno-Hatta Airport. This study uses a qualitative approach with descriptive methods and uses the post-positivism paradigm with primary data collection techniques obtained from the results of observations, interviews, documentation and secondary data obtained from the study of the literature and also website. The purpose of this study is to provide a conclusion about the application of the concept of prime service strategy A6 (Ability, Attitude, Appearance, Attention, Action and Accountability) by Atep Adya Brata relating to services provided by Singapore Airlines. The results of this study show that customer relations of Singapore Airlines has implemented the A6 concept, which is the ability represented by the professional ability of customer relations officers. customer relations officer makes customers feel like at home, Action or actions taken in dealing with problems and Accountability, namely the form of responsibility in responding to complaints, but at the point of responsibility (Accountability) there needs to be an increase due to complaints from infrastructure that does not yet exist innovation that is done so that customer relations can be fully responsible for achieving customer expectations.