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Singapore Air-Continuing Service Improvement

Singapore Air-Continuing Service Improvement

Singapore Air-Continuing Service Improvement

In the Singapore Airlines case, you learn that Singapore Airlines (SIA) has been named the finest airline for almost three decades in independent and customer surveys. It offers an example of an organization constantly adapting, pushing itself, and providing clients with services that foster high brand equity and customer loyalty. It has led to a change in its sector while also exhibiting great constancy. As you prepare your discussion thread for this assignment, consider the following questions as you think about the company’s constant need for change in all areas:

What key elements have contributed most to SIA’s success?

To retain success, SIA has a three-tiered set of fundamental strategies. The first is the excellent in-flight service. This gives employees, including flight attendants, access to meals and entertainment in the air. The second is to have a fleet of contemporary aircraft. This category includes more modern aircraft and comfier features, such as larger passenger seats.

Finally, it offers excellent ground operations support. This includes everything needed to get a passenger to the plane, including reservations and luggage checks. The three-tiered structure of success is still being pushed by management and leadership at all levels [CITATION Jic111 l 1033]. This is consistent with what Ephesians says. “Serve with all your heart, as though serving the Lord and not people, for you know that the Lord will reward everyone for their good deeds,” it is said. (NIV, Ephesians 6:7-8).

How has their success been exposed to risk? Why is it challenging to remain in a leadership position and make improvements in a firm like SIA?

SIA is now more exposed because of increased client expectations and demands. Along with other successful competitors, Singapore has also experienced a worsening labor shortage. Due to increased competition, client expectations and needs also rise. To meet customer needs and stay ahead of rivals, SIA has a sound plan focusing on enhancing service and quality. The problem is that SIA and the competition are continually evolving, and new concepts are frequently used throughout the industry. This renders the advantage null and levels the playing field for the competition, emphasizing customer service and consumer feedback more.

What must world-class organizations do to develop and improve continuously?

To be profitable and relevant, all businesses and organizations must develop and adapt to the shifting needs of the sector. The organization must alter how business is done to succeed as consumer expectations and material costs change. Making achievable, minor changes, being receptive to customer input, running a self-assessment program, and maintaining great teamwork are some strategies that have proven effective for numerous Fortune 500 companies[CITATION CUL18 l 1033]. Changes in employee thought processes are also necessary for businesses to remain successful in a changing world. Starting with the highest levels of leadership, this extends to every employee. People must be informed about the change, its reasons, and its role in the change process [CITATION Pal09 p. 359 l 1033]. The greatest approach to maintaining this advantage over the competition in a changing world is to be inventive. Employees must be aware of the reasons for the change, the procedures to be followed to bring about the change, the techniques or skills needed to make it happen, and decisions made along the way to keep the team on track [CITATION Jay18 l 1033].


Cullen, E. (2018, April 20). How to promote continuous improvement in the workplace.

Retrieved from Mentimeter: promotes-continuous-improvement-in-the-workplace

Jayatilleke, S., & Lai, R. (2018). A systematic review of requirements changes management.

Information and software technology, Volume 93, 163-185.

Jick, T. (2011). Singapore Airlines continuing service improvement. In L. University, Case Studies. Busi 504 (pp. 85-104). New York: The trustees of Columbia University.

Palmer, I., Dunford, R., & Buchanan, D. A. (2009). Managing organizational change: A multiple perspectives approach, Third edition. New York: McGraw Hill Education.


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In the Singapore Air case, you discover that Singapore Airlines (SIA) has been ranked as the best airline in both independent and customer surveys for nearly 3 decades. It serves as a model of a continuously changing organization – continually modernizing, stretching, and serving customers in ways that stimulate strong loyalty and brand equity. It has been a leader of change in its industry while maintaining a lot of consistency as well. As you reflect on the continuous nature of change in every area of the company, respond to the following prompts as you prepare your discussion thread for this assignment:

Singapore Air-Continuing Service Improvement

Singapore Air-Continuing Service Improvement

  • What have been SIA’s main ingredients of success?
  • How has their success become vulnerable?
  • Why is it difficult to maintain a leadership position in a company like SIA and continuously improve?
  • What do world-class organizations need to do to improve and change continuously?

The student will complete 4 Discussions in this course. The student will post one thread of at
least 400 words responding to each prompt and demonstrating course-related knowledge by
11:59 p.m. (ET) on Thursday of the assigned module. For each thread, students must support their
assertions with at least 2 scholarly citations from peer-reviewed journals, 1 citation from the text,
and one biblical integration all in the current APA format. Each reply must incorporate at least 1
scholarly citation from a peer-reviewed journal, 1 citation from the text, and one biblical
integration, all in current APA format. Any sources cited must have been published within the
last five years.

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