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. A. locational
B. operational
C. product
D. customer
E. strategic

The answer is D. Customer excellence.

Explanation: Customer excellence basically means that in a particular industry, a company out performs its competitors as regards customer satisfaction.

It means that a company is the best at making customers happy when it comes to providing them with a particular product or service.

From the question above, we can see a perfect example of a company that is interested in making each and every experience of its customers an absolutely positive one, thereby making its customers happy and more inclined to continue to do business with them.

Customer excellence in summary therefore, means exceeding customers' expectations.