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SINGAPORE AIR
Singapore Air: Continuing Service Improvement
Discussion Board 4 – Thread
Michael Grice
School of Arts and Sciences, Liberty University
Author Note
Michael A. Grice
I have no known conflict of interest to disclose.
Correspondence concerning this article should be addressed to Michael A. Grice
Email: mgrice4@liberty.edu
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SINGAPORE AIR
Singapore Air: Continuing Service Improvement
Singapore Airlines (SIA) has been recognized as one of the premier international airlines
in terms of customer service and customer satisfaction among its competitors. The airline itself
has received many awards including Best Airline as determined by Conde Nast Traveler
magazine for the better part of two decades - at least 17 consecutive years. Singapore Airlines,
despite the rise of unfavorable events such as the threat of terrorism involving major airlines and
SARS has been able to retain a status of both admiration and profitability (Heinz, 2021).
SIA’s Success
Singapore Airlines’ success can be attributed to may characteristics and business practices
that were employed. The three main ingredients for SIAs success were a strong corporate culture
based on solid recruitment; a long-term vision of steady growth; and leadership development
(Heinz, 2021). Building the right team is considered a key ingredient in the recipe of success
(Sahay., 2015). The executive leadership at Singapore Airlines recognized this fundamental best
practice and recruited talent that would blend well and contribute to the collaborative, customer-
