see attached
1
7
Ingredients of Success
SIA’s focus on providing world class service has made them an industry leader and won them awards for 17 consecutive years as the word’s “Best airline” (Liberty University Custom: Heinz, 2021). SIA places much focus on the quality of service and the development of their associates to maintain this status. Despite competing challenges, SIA remained focused on continuously improving service while other airlines focused on providing lower-priced options. Researchers conducted a study to see which factors sparked enthusiasm and satisfaction amongst passengers, and they found that, “boarding willingness and service quality were strongly relevant to passenger satisfaction. Service quality should be prioritized, followed by switching cost, to enhance passenger boarding willingness” (Zu et al., 2020).
However, many factors must be considered when attempting to maintain quality service and SIA made strong efforts to address these factors. These efforts included, “long-standing guiding principles such as long-term planning, steady growth, a diversified route network, a decision to stick to core competencies, and helping attract visitors to Singapore” (Liberty University Custom: Heinz, 2021, p. 519). In addition to these efforts, SIA focused on developing a culture with shared values, planning quality training courses, providing rewards and recognition, encouraging open communication, diligently monitored customer satisfaction surveys, and maintained a continuous improvement mindset.
Factors that Make SIA Vulnerable
Despite all the success factors, SIA still faces several challenges that make them vulnerable. The first challenge deals with customer service “on the ground.” This is a challenge for two reasons. First, the interaction with SIA representatives on the ground is far less than in flight, leaving a shorter window of opportunity to make a positive impression. Second, the ground agents are not direct hires of SIA and therefore, do not maintain the same cultural values or standards as and SIA associates (Liberty University Custom: Heinz, 2021). The second challenge involves the demographic of associates SIA chooses to hire and the challenges this brings during recruitment. The flight attendants were young, Asian females, who shared the same values and concerns as the rest of the organization. While the cohesiveness in culture, attitudes, and motivation is important, this also makes it challenging, when trying to hire new associates. As a result of growth and hiring, SIA is beginning to see the culture shift from a less family oriented one to a more formalized one (Liberty University Custom: Heinz, 2021). The last challenge is the need to provide consistent service while balancing regimented procedures with creative and flexible service. To combat this challenge, SIA has attempted to take a proactive approach by anticipating customer needs before the passengers realize they have those needs (Liberty University Custom: Heinz, 2021).
Difficulties with Continuous Improvement
While continuous improvement is extremely important, it is certainly not an easy task, and it becomes even more difficult as the organization attempts to maintain its leading position. As other airlines attempt to balance quality with lower costs, SIA has committed to improve on its existing quality service by strengthening what already works (Liberty University Custom: Heinz, 2021). However, this requires communication and teamwork, and the new internal pressures SIA is facing with staff, may hinder the continuous improvement effort. Research states that “in order to be continuous improvement, improvements should be extended throughout the company and adopted by all staff members of the organization” (Fredrik & Sundqvist, 2018). Researchers also emphasized the active involvement of everyone in the organization and stated that, “continuous improvement is where all members of the organization work together on an on-going basis improving processes and reducing errors to improve overall performance for the customer” (Fredrik & Sundqvist, 2018). As SIA assimilates different nationalities, they are finding it harder to get everyone to work as a team (Liberty University Custom: Heinz, 2021).
How to be World Class and Continuously Improve
Currently, SIA has a strong focus on maintaining world class status while attempting to continuously improve. The first way they do this is by monitoring and addressing all customer complaints. Not only are all complaints investigated and addressed, but they are viewed as learning opportunities for the organization. Researchers Fredrick and Sundqvist believe that an organization focused on continuous improvement must take on a learning approach (Fredrik & Sundqvist, 2018). SIA also has a management style focused on delegating authority and communicating new ideas and criticisms. “Continuous Improvement can be seen as a coordinated change process where all employees are able to suggest and implement improvements” (Fredrik & Sundqvist, 2018). The ongoing development of associates at SIA paired with the autonomy to communicate and share ideas will help SIA maintain world class status while continuing to improve.
Biblical Integration
As Christians and followers of Christ, it is also important that we continue to improve in our own lives. This requires continuing to grow in our relationship with Jesus and continuing to work on becoming better workers for the Kingdom of God. Hebrews 6:10-11 tells us, “God is not unjust; he will not forget your work and the love you have shown him as you have helped his people and continue to help them. We want each of you to show this same diligence to the very end, so that what you hope for may be fully realized” (New King James Version,
1982/2023).
References
Fredrik, B., & Sundqvist, E. (2018). Continuous improvement: challenges for the project-based organization. The
International Journal of Quality & Reliability Management, 35(7), 1306-1320.
https://doi.org/10.1108/IJQRM-Links to an external site.
12-2016-0229
Liberty University Custom: Heinz, A. (2021). Leading Organizational Change. McGraw-
Hill/Create.
New King James Version. (2023). Bible Gateway.
www.biblegateway.comLinks to an external site.
. (Original work
Published in 1982)
Zu, E., Liu, S., Hsu, B., Wang, Y., & M. Lau, E. (2020). An analysis of the success factors for passenger boarding
enthusiasm for low-cost regional airline routes. Sustainability (Basel, Switzerland), 12(16),
6600.
https://doi.org/10.3390/su12166600Links to an external site.
1
7
Singapore Airlines
Singapore Airlines is a prime example of good service both in the air and on the ground. They have engineered the guide to making excellent accommodations for their customers and its strategy starts with the cabin crew. Unlike companies in Western nations, Singapore Airlines values each of its employees regardless of seniority and hierarchy (Heinz, 2021). They view their cabin crew as the gateway into the customer’s experience, and if the crew is satisfied then the customers will be as well. The main ingredients that Singapore Airlines are setting the standard through service excellence and innovation (Heracleous & Wirtz, 2009). Singapore Airlines since the 80s has been the front-runner in air travel and this can pose a threat to other airlines’ share of value. The reason SIA was able to thrive through terrorism and pandemics is due to a set foundation of autonomy amongst its staff, clear strategies, a diverse network of routes, and appropriate resources (Raynes & Tsui, 2019). These attributes are the recipe for not only a successful airline but a successful company. Singapore Airlines’s success has made them vulnerable because they have set such a high precedent and stand out amongst other airlines that if they make a mistake or slip up one time the company could receive a negative reputation. Another main reason that SIA is vulnerable is the way they handle customer disputes, they are willing to give and unable to say “No” to the customer which can potentially become a downfall. They also have a plethora of other companies learning from their success and Singapore Airlines has opened itself up to being surpassed.
Biblical Integration
1 Timothy 4:12 says “Don’t let anyone look down on you because you are young, but set an example for the believers in speech, in conduct, in love, in faith, and in purity” (New International Version, 1973/2011). This scripture is a great representation of Singapore Airlines because it means that regardless of the type of company and the age of the company, all companies have the ability to become front runners and examples for the industry.
References
Raynes, C., & Tsui, K. (2019). Review of Airline-within-Airline strategy: Case studies of the Singapore Airlines Group and Qantas Group. Case studies on transport policy, 7(1), 150–165. https://doi.org/10.1016/j.cstp.2018.12.008
Heracleous, & Wirtz, J. (2009). Strategy and organization at Singapore Airlines: Achieving sustainable advantage through dual strategy. Journal of Air Transport Management., 15(6), 274–279. https://doi.org/10.1016/j.jairtraman.2008.11.011Links to an external site.
New International Version Bible. (2011). Bible Gateway. https://www.biblegateway.comLinks to an external site.. (Original work published 1973)
Liberty University Custom: Heinz, A. (2021). Leading Organizational Change. McGraw-Hill/Create.
Order an Essay Now & Get These Features For Free:
Turnitin Report
Formatting
Title Page
Citation
Outline
