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Singapore airlines is recognized as an industry leader for exemplary customer service, and has continued to add new ways to serve customers better than competitors. in doing so, it has focused on sustaining its competitive advantage through _____ excellence.

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In doing so, Singapore airlines has focused on sustaining its competitive advantage through Customer excellence.
Often time, customers might overlook less-than perfect product quality or higher price if they feel that the company have treated them very well.

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