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Bargaining power of Customers
Consumers bargaining power is very strong due to they can choose another airline easily because of a lot of airlines in the world. Luxury travellers are willing to pay higher prices in return for excellent services with the comfortable trip is the main concern. Common travellers are more demanding about the price than services. Since Kris flyer program had been promoted to retain customer loyalty and in addition add-on services like sky spa, in-flight massage treatments and jacuzzi in the air will be more attractive.
Singapore visitor and tourism arrivals are kept increasing year by year and mostly from China and India. They usually buy air ticket from the travel agency and should change the reward incentive instead of a zero commission policy by SIA to travel agency to make it full capacity.

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