1.2 What is the purpose of providing both complaints and compliments? SIA employs varied and systematic methods to obtain information from its passengers, including quarterly passenger surveys and focused group work with its frequent flyers. The company also uses its magazine for frequent flyers, to ask for passengers’ reactions to proposed new ideas. It also checks out the service for itself by conducting on-site audits with test calls to reservations, for example, to see how service is being delivered.

Also when any members of staff fly in its aircraft they are asked to submit reports of their travel experiences. Senior staff members must submit a comment sheet on each flight with their expense account. SIA staff also monitor their competitors and often go and check out their services.