Looking across the Airline industry, the defamed United Airlines has been observed to be performing

fairly well in regards to its customers with evident from its increase of stock price. Regional
competitors like Thai Airways and Garuda have taken the initiatives to content the consumers’ new
demand. They have reverted back to their initial target market, competing against SIA with the
business-class customers and ensure their economy-class price are deemed affordable and
attractive. Their technologies aspects have been overhauled to provide the best experiences and
services for its customers (Delios, 2017). SIA’s neighbor Malaysia Airline has partnered with
Amadeus to implement a new function that allows customers to book their flights through social
media applications. Their aim is to introduce digital technology innovation. With this, they could
enable assistance and convenience and to achieve an integrated utility to the customers
(Breakingtravelnews, 2018).

References:

https://www.straitstimes.com/singapore/sia-has-lost-market-share-and-needs-new-strategy

http://www.breakingtravelnews.com/news/article/malaysia-airlines-partners-with-amadeus-for-
new-chatbot/