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CHARACTERISTICS OF THE INDUSTRY .
In general, the characteristics of the airline industry would mainly be to provide a service to passengers whereby they transport them to their particular destination. Although this in a sense is true, there are many other characteristics in the industry, which are just as important and contribute to this end result. Take into account the fact that any one airline cannot travel to every destination in the world, thus in order to achieve the greatest possible global coverage, airlines are induced into forming alliances with one another. Alliances, which will be mentioned more in detail later on, are in part a factor of customer facilities and conveniences. .
The airline industry, being predominantly a service industry would require the most important characteristics such as of course the aircrafts and labour and staff to both maintain the aircrafts and serve passengers and clients. Singapore airlines in its goals and objectives, which are mentioned below, basically sum up some of the main aspects of the industry. To deliver the highest quality of customer service that is safe, reliable and economical. To generate earnings that provide sufficient resources for investment and satisfactory return for shareholders. To adopt human resource management practices company-wide that attract, develop, motivate and retain employees who contribute to company's objectives. Finally, to maximise productivity and utilisation of all resources. .
In accordance with their objectives, and in order to maintain a leading edge in the industry, SIA heavily focused on customer conveniences and facilities. These included introducing the world's first global satellite in-flight telephone and fax service, first in-flight entertainment system to offer both video and audio on demand, and unique facilities within their home base in Changi Airport such as a gymnasium, a conference hall, an exhibition hall, 20 restaurants and so on.
