With the development of information technology, it has enabled many people from around the world to communicate and travel to any place and at any time. It has also brought about e-Commerce which allows people from various part of the globe to perform transactions in exchange for goods and services. Hence, it is important to ensure that the websites are safe from virus and that the particulars of the consumers such as credit card details are safeguarded from hackers. We will be analyzing the website of Singapore Airlines in its purpose, features, key characteristics, strength and weaknesses in this report.
Established in 1947, Singapore Airlines is one of the world’s leading carriers covering a widespread of network route to 103 destinations in 41 countries. It is also a member of the global Star Alliance which consists of more than 15 other International Carriers such as Lufthansa, All Nippon Airlines (ANA) and United Airlines. Being a member of Star Alliance has enabled its travellers to enjoy a “seamless” worldwide travel experience through the extensive network of partner airlines, connecting flights, frequent flyer points and baggage clearance. In addition, Singapore Airlines’ subsidiaries such as Silk Air and Tradewinds have helped to retain a higher market share by offering flights to exotic destinations such as Langkawi, Cebu and Phuket and providing tour packages via Singapore Airlines and Silk Air flight services respectively.
Together with its renowned in-flight entertainment system, world class service and jumbo plane Airbus 380 and high brand equity, Singapore Airlines is able to differentiate itself from other carriers and position itself as is one of the world's leading carriers with an advanced fleet. It has remained the top choice for many travellers worldwide.
Purpose
The purpose of the website of Singapore Airlines is to provide sale of their air tickets to various destinations online. Other than the booking and issuance of tickets, consumers are also able to perform various tasks such as pre-check-in, seat arrangement, meal preference, printing of boarding pass, checking flight status and redemption of their mileage.
Features
Business Model
Singapore Airlines uses a B2C virtual storefront business model for their website. Leisure and business travellers can purchase tickets from Singapore Airlines website directly without going through the hassle of calling a travel agency and being kept on hold. Leisure travellers can check for the latest promotion via the website and it allows booking of tickets not only for point to point destination but also to multiple destinations in 1 booking which is cater more for the business travellers. More importantly, travellers can enjoy cost savings as tickets sold online are usually cheaper and they do not have to pay transaction fees to the travel agencies.
Other than sale of tickets via the website which complemented the"brick and mortar operations, Singapore Airlines also collaborates with the travel agencies for the sale of their air tickets. Most of the travel agencies in Singapore use the same booking system: Abacus Ticketing System to book and issue tickets online. Users around the world using the same system are able to access Singapore Airlines' database to check for seat availability, make booking, changes, cancellation and issuance of tickets.
Payment Scheme
The website allows payment though credit cards, debit cards and direct debit cards. They are:
Credit Card : Visa, MasterCard, American Express and Diners
Debit Card : Visa and Mastercard
Direct Debit Cards : eNETS
Key Characteristics
The website uses blue as the main colour component and makes people think about the sky and the sea subconsciously. Hence, they will feel a stronger urge to go on holiday when they visit it. The website is also well organized and systematic. Each link is carefully being place under a heading of relevancy. For example, we can find all of the Krisflyer related information under the heading of “Loyalty Programmes”. Throughout the website, it is hard not to notice the pictures on Singapore Airlines’ planes, air stewardess and logo. It helps to create brand awareness and consumers are reminded of Singapore Airlines whenever they are planning for a travel. Last but not least, the website is very simple and ‘clean’. There is no cluttering of words which makes it difficult for the visitor search for the information they required.
Strengths
The website is user-friendly. Before entering the main page, users are asked to select their choice of language from a total of 7 different languages. Internet users are able to get information by clicking onto the links and within the 3 click rule.
The website is well-organised with links such as site map and search functions to assist users to find information more efficiently. Members of KrisFlyer can also retrieve their particulars quickly by entering their KrisFlyer number and pin number at the main page.
The website is also VeriSign Secure in which users’ personal information such as credit card details, contact details are protected when consumers are making purchases online. This will increase trust between the company and its consumers and leads to repeat purchases in the future.
To ensure the safety of the information provided by the purchaser, Singapore Airlines uses Verify by Visa and MasterCard® SecureCode™ to prevent unauthorise use of the credit cards through the use of a personal pin.
The website provides great convenience for users by allowing them to DIY pre-check-in, check for flight status and schedules, their mileage redemption, and purchase air-tickets without any time and location constraints.
Announcements such as flight re-timings are featured at the main page which allows its consumers to check for updated status for various flights.
Weaknesses
Online Kris shop, SIA’s on-flight shopping gallery, is only available for flights departing Singapore. This will limits its sales and lose potential sales as SIA has flights all over the world.
Customers are also restricted by the limited choice of using either credit or debit card as mode of payment for their flight tickets purchased online.
It will take a long time before the page is loaded with results from the searching of available flights. The website should improve in the speed of loading results as internet users usually may not have the patience to wait for such a long time.
Conclusion
In this modern era, businesses do not only rely on their brick and mortal operation for survival. Having a virtual storefront online is also a must for every business to stay competitive and grow progressively. Companies such as Singapore Airlines, as highlighted above, has developed its website that serves all of its purposes and meet the needs of internet users in purchasing flight tickets anywhere and any time they want.
