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Singapore Air: Continuing Service Improvement
Shelly Staley
Liberty University
BMAL504: Leading Organizational Change
March 7, 2021
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What have been SIA’s main ingredients of success?
The company continues to concentrate on recruitment and customer loyalty to its staff,
which is SIA's most growth ingredient. By consistently working on changes, an organization will
develop its organizational processes and yet meet the trend. They remain important to the
developments in the industry. Another key factor to the company’s profitability is superior
customer experience and satisfaction of the customers (Jick & Peiperl, 2011). The behavior of
the staff towards consumers means that the client is still satisfied. The new fleet and start of art
entertainment systems of the company’s planes also add significantly to its success. It
encouraged customers to relax during flights and remained entertained (Jick & Peiperl, 2011).
How has their success become vulnerable? Why is it difficult to maintain a leadership
position of a company like SIA and continuously improve?
Taking into account SIA's performance and the higher levels of customer support, the
maintenance of higher standards of inflight facilities, and the creative approach of versatile
employee policies. All this attracted clients, which, in particular, raised standards and
requirements but eventually contributed to the fact that many rivals wanted to imitate services
and to labor shortages. Therefore, SIA's performance is susceptible to higher demands and higher
quality service levels. It became difficult to retain a leadership role for a business like SIA and to
grow continuously by incorporating dual strategies of distinction along with service quality and
creativity as well as cost management because the two reasons e-commerce and information gain
from the consumers make continuous demands and perspectives and SIA the leading actor. SIA
sought to achieve a high-cost emphasis by increased spending in human resources, constant
development, and architecture for customer service. Therefore, strategic and financial alignments
have helped the SIA business model. The company requires recruits to be younger than 25 years
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and forced to retire or reassigned by 35 years. This strict policy on employee recruitment
restricted the chances of finding devoted employees (Jick & Peiperl, 2011).
According to Hakenes & Katolnik, (2017), it is not easy to be in a company leadership
position like SIA because of its continuous innovative improvements. The managers of the
company get rotated every 3-5 years to prevent their jobs from becoming mundane. Such an
approach to job rotation increases job gratification and loyalty to the company (Hakenes &
Katolnik, 2017). However, this makes the seniority was of no value, and the manager only
climbed the corporate ladder based on their performance.
What do world-class organizations need to do to improve and change continuously?
Colossians 3:23-24 states that Whatever you do, work at it with all your heart, as working
for the Lord, not for human masters, since you know that you will receive an inheritance from
the Lord as a reward. It is the Lord Christ you are serving (NIV). Due to the rotation of managers
and directors every three to five years, there was no way to grow within a particular department
even though the experience throughout the company was diverse.
Having access to cultural knowledge and institutional means for accomplishing
cultural goals, or lack thereof (Lassiter, 2018). World-class organizations will have to stay with
the current time to be competitive within their field, and focus on the needs/wants of the
customers. Customer satisfaction is key is having a developmental company that will stay
relevant. Building and training staff will help keep the company growing and being prosperous.
Monitoring customer satisfaction, covering down on complaints, compliments, and suggestions
will help to build a better and more. Such organizations also need to conduct market research and
change operations, depending on their companies’ needs and demands (Jiang & Holburn, 2018).
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References
Hakenes, H., & Katolnik, S. (2017). On the incentive effects of job rotation. European Economic
Review, 98, 424-441.
Jiang, F., & Holburn, G. (2018). Organizational performance feedback effects and
international expansion. Journal of Business Research, 90, 48-58.
Jick, T. D., & Peiperl, M. (2011). Managing change: Cases and concepts (3rd ed.). McGraw-Hill
Education.
Lassiter, C., (2018). Diversity and resistance to change: Macro conditions for marginalization
in post-industrial societies. Frontiers in psychology.
https://doaj.org/article/43ff9b8e75d7417d8da39a770f238179
replys
You did extraordinary with your discussion this week. I have heard plenty of beneficial
things about the nation of Singapore. Hearing how Singapore Airlines (SIA) has kept on
developing regardless of all the external factors that they ran as they push ahead. "SIA saw that
consistent help improvement was the best way to hold its incomparability" (Jick and Peiperl,
2011, p. 536). That is the thing that precisely SIA did, they ensured that each traveler flying from
them has the outright solace that they can get. SIA needed to be known for something and they
are currently known for their magnificent client assistance. They even said that their objective
isn't simply to fly travelers from A to B, they needed the travelers to make the most of their flight
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and recollect how extraordinary it was. I feel this is an incredible procedure because the most
ideal approach to get more individuals to attempt their administrations is genuine referrals from
individuals who had a stunning encounter. The client is the most ideal approach to spread how
great your organization.
Nonetheless, this won't be conceivable without the assistance of extraordinary pioneers
driving the organization. "These included long-standing core values, for example, long haul
arranging, consistent development, expanded capabilities, and pulling in guests to Singapore"
(Jick and Peiperl, 2011, p. 541). They never acknowledged securing because they accept that
they can develop their organization at a consistent movement without losing the estimation of the
organization. Additionally, the heads of SIA were fearless enough not to acknowledge it, and
they were sure to such an extent that they can oversee going consistent movement. "It isn't
important for the pioneer and business person to lead from the front; however, they may lead
from the back giving full credit to the colleagues for doing their part in achieving a task" (Siddiqi
and Azim, 2011, p. 242). Although it was hard to keep up administration in the organization. The
pioneers were in the correct way of accomplishing their objectives. Isaiah 26:7 says, "The way of
the upright is level; you make level the method of the exemplary" (Wellman, 2015)
References
Jick, T. D., & Peiperl, M. A. (2011). Singapor Airlines. In T. D. Jick, & M. A. Peiperl, Managing
Change: Cases and Concepts (pp. 535-552). New York: McGraw-Hill Irwin.
Siddiqi, A., & Azim, R. A. (2011). Role of effective communication for enhancing leadership
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and entrepreneurial skills in university students. International Journal of Business and
Social Science, 242-250. Retrieved from http://www.ijbssnet.com/journals/Vol.
%202_No._10%3B_June_2011/25.pdf
Wellman, J. (2015, July 27). Top 17 Bible verses about God's direction. Retrieved from Patheos:
https://www.patheos.com/blogs/christiancrier/2015/07/27/top-7-bible-verses-about-gods-
direction/
Important and relevant points. I would agree with you on the reasons behind Singapore
Airlines' performance. While they are not following Christian ideals, airlines stress an ideal
founded on Christianity. Support to other people as the bible stresses care for wants and
hospitality. One of Singapore Airlines' main values was customer satisfaction, which made the
airlines distinct from their rivals the most important aspect. To do this, the organization, like
cabin workers or ticket offices who have the greatest contact with clients, has done a
psychological personality examination for candidates and has done a lot to ensure it is recruited
and put in roles within the group (Jick & Peiperl, 2011).
The idea that superior customer service would generate a reputation, which would eventually
improve profitability, was established by Singapore Airlines. Veh et al. (2018) pointed out that it
is an integral tool and can lead to strategic advantage and superior financial efficiency. This is
essential for business practice.
I believe the organization ought to consider equitably revising its policies, especially for the
women on the front line, to take the next step in putting itself apart in the future. To continue
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becoming a market leader in its sector, laws limiting women's employment due to age, parental
position, and beauty ought to be rewritten to avoid possible future offending consumers.
References
Jick, T.D., & Peiperl, M.A. (2011). Changing the Culture at British Airways. Managing Change,
Cases and Concepts (3rd ED.). Hill, New York.
Veh, A., Göbel, M., & Vogel, R. (2018, October 22). Corporate reputation in management
research: a review of the literature and assessment of the concept. Business Research.
Online. https://link.springer.com/article/10.1007%2Fs40685-018-0080-4
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