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Operations & Quality Management (Singapore Airlines) - Essay Example

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Operations & Quality Management (Singapore Airlines)

Singapore Airlines is quite an absurdity. It is the state-run airline for a country that is basically just a city; a nation that has residents of no more than 3 million; and a country that is just 250 kms across with no domestic routes to take over. Regardless of this it has managed to regularly post profits in one of the globe's mainly returning industries.
According to higher executives, SIA evidently understands the high directive placed on it by discriminating and increasingly challenging customers. This causes a severe challenge internally in terms of being the finest in all aspect and places massive stress on the leading edge staff. Such high orders and anticipations result in a need to frequently alter and evaluate everything the airline carries out. Leading management is also faced with a continuous effort to form an unvarying service that is also extremely custom-made. SIA strategies all its procedures and sub-procedures in whole, with each getting unremitting concentration for enhancement and interrupted redesign (Heracleous, Wirtz, Johnston, 2004, pp.33-38). With such an international status for service quality, bringing terrific service is a most important challenge for SIA. The key is the company's entire approach - it knows that customers are buying a total bundle of service and that all its components have to do extremely well in every way.

To persist as a service leader in the airline industry SIA makes it targets to create a "wow outcome" and to often blow customers. It does this by paying attention deeply to its customers and continually making out "wow" opportunities, such as not so heavy and more nutritious and hygienic food and an e-mail service within flight. Such new plans are also designed by feedback from staff, information about several other airlines, study of complaints, claims and compliments, and main traveler surveys. SIA's detailed feedback mechanisms gather information from different sources, all of which is analyzed then. Difficulties and faults are publicized internally to the extent that is possible.
Quality Customer Service
Singapore Airlines (SAI) is a model of constancy. The airline can possess 3 decades of continuing achievement, even affluent during times when the industry as a totality struggled. Its assets of awards include a confounding 67 international honors in 2002 only.
How has this height of success been maintained for such a long period By implanting a customer-oriented culture that permeates all the airline's dissimilar operations. Significantly, though, an understanding of the want for cost usefulness grounds client service quality. All workers share this attentiveness. Holistic teaching techniques compel the message home, as does the reality that extra benefits and other incentives are very much reliant upon earnings produced. Not astonishingly, staff at all levels negate of resources being misused.
Evidently you don't remain at the peak for 30 years by standing motionless. Modernization is a must and SIA is a sharp operator where this is noticed. The company considers that all improvements have some degree of shelf life and is not scared to break up with those ...Show more


Singapore Airlines (SIA) is constantly accepted as the world's "most excellent" airline. It is repeatedly voted "best business rank", "best cabin squad service", "best routed foodstuff", "best for timekeeping and security", "best for dealing voyagers", "best air goods mover" and "Asia's most respected firm". As well as being the "top", SIA is also one of the most gainful airlines…
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Operations & Quality Management (Singapore Airlines) essay example
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