singapore airlines culture

It is from this notion that the human resource management has effectively derived the necessary identity for the employees as they associate more with the company and participate in its decision making (Cunningham & Gerrard, 2000). It is from this consideration that the company assimilated a phase-based organizational structure since its formation in order to ease major operations, provide room for assessment, and offer space for change and improvement (Varey, 2006). Its leadership has remained steady and quite efficient since the establishment of the airline. Our people are passionate about their jobs and take pride in the company. Scoot is … Work culture here is very good and staffs are very cooperative and friendly. There are several good reasons for this. They have always been first in line to take delivery of new aircraft types like Boeing 747 jumbo jets, Boeing 777, and they were the first airline to fly the Airbus Super jumbo A380 in 2007. It was also awarded Best Airline for the 28th consecutive year and Best Frequent Flyer Programme at the 2019 Business Traveller Asia-Pacific Awards in September 2019, and consecutively awarded Best Airline in the World by TripAdvisor in 2018 and 2019. SIA merged Tigerair, its previous low-cost carrier competing directly with other low-cost carriers, with Scoot, its medium to long-haul, low-cost airline launched in 2012, to form a single brand Scoot in July 2017. The purpose of Krislab is in line with Singapore Airline’s Digital Innovation Blueprint to develop and nurture the digital aviation and travel technology community. Retrieved from A behind the scenes video of the World's BEST Airline - Singapore Airlines service and training. Once other airlines adopt it, it is no longer considered “innovative”. Organizational Environment and Behavior of Singapore Airlines. They flew the last flight with the Boeing B-747 on 6 April 2012. A dangerous trap, which many other brands often fall into in their efforts to communicate all at once. You can’t take the girl out of the world’s most awarded airline. Even so, it has managed to remain quite competitive in the market following its management ability to understand the Asian market in terms of holistic integration of customer quality and incentives. Winning the Service Game. It was the first airlines globally to fly the Airbus A380, one of the world’s most eco-efficient aircraft. In February 2013, it was the first airline in the world to introduce 3D games on its entertainment system, KrisWorld. The level of media coverage and global political attention towards this event is definitely a boost to Singapore’s country image as one with a thriving economy and a world-class airline. Thanks to the efforts of our staff, Singapore Airlines continues to be one of the world’s leading airlines. In addition, they offer services such as catering, ramp handling and baggage among others. Southwest Airlines Co.’s organizational culture highlights the significance of its workforce as a major factor in long-term success. In the early days, passengers boarded the planes via a passenger step. Clarity and Commitment. Inflight supervisors – and any cabin crew – are one of the most important assets for Singapore Airlines as they constantly seek to innovate and take their brand to the next level. Singapore Airlines employ both female and male cabin crew, although the Singapore Girl is probably the most recognised face of the airline. Singapore Airlines also believes in eco-efficiency from the ground up. This includes revolutionary aircraft designs, the use of modern materials, more efficient flight procedures and air traffic management and weight reduction efforts, amongst others. In the earlier years, the aircrafts have been sub-branded like 747-Megatop and 777-Jubilee to further distinguish SIA and its brand from competitors. Read employee reviews and ratings on Glassdoor to decide if Singapore Airlines is right for you. The last years has seen a dramatic shift in the global airline industry. Through its Culture Services Department, the company reinforces its culture, while making employees feel that they are valued in the airline corporation. The Singapore Girl strategy turned out to be a very powerful idea and has become a successful brand icon with an almost mythical status and aura around her. The Singapore Girl has contributed immensely to the success of Singapore Airlines’ brand strategy and its entire positioning around customer and service excellence. This in itself is a great achievement for any brand. It is worth noting that in all instances, consumers must be held much higher than all other factors bearing in mind that it is only through consumers that an organization like Singapore airlines is able to operate. The strong brand equity of Singapore Airlines is one of the most valuable assets for the company and its cash-rich balance sheet. Wirtz, J., & Johnston, R. (2003). To boost its attractiveness, Singapore Airlines has rolled out premium economy seats in February 2015. It’s like watching your grandparents try to be “hip” and “with it”. The management team and shareholders must maintain a longer term outlook to avoid making short-term, reactionary decisions which dilute the brand. They form the core of the organizations ability to succeed in the market and therefore dictate its internal and external operations in light of the competitive world. Cunningham and Gerrard (2000) argue that communication between the major departments, staff, and the top management acts as a major indicator of the progress to be expected from a given company. The SIA forms the main airline of Singapore with its hub at Changi Airport. Singapore Airlines - Building a culture of Service Excellence 1. Customers are given total attention. Singapore Airlines has maintained its position as one of the best-known and best-performing brands in Asia, and remains one of the few consistent performers in an industry where established brands are struggling to stay alive. Singapore Airlines has joined the International Air Transport Association (IATA) in its commitment to reducing the industry’s emissions in three stages – a 1.5% improvement in fuel efficiency each year from 2009 to 2020; carbon-neutral growth from 2020; and 50% absolute reduction in carbon emissions by 2050. The latter has been enhanced by the positive effects of the market. Here’s how they do it: 1. One of the key strategies that Singapore Airlines has sought to implement is the establishment of effective communication systems. In 1994, SIA became the world’s biggest B747-400 operator when it took delivery of its 23rd of the type. When MSA was replaced by Malaysian Airline System and Singapore Airlines in October 1972, the Singapore national airline retained the sarong kebaya uniform designed by Pierre Balmain. Need a custom Research Paper sample written from scratch by From this consideration, Singapore Airlines has effectively brought in major observable positive effects for the staff and management as a factor of cultural consideration. In terms of decision making, Singapore Airlines has an able and experienced management. Employees operate in major circles that do not merely dictate their inner perceptions of different organizations’ management, but also act as the main drive by either accepting or rejecting the ideas they perceive to have less value among them (Cunningham & Gerrard, 2000). This is a particularly difficult position to maintain in a highly cyclical industry where the competition seems to react on a daily basis to changes in performance. Effective understanding of the environment at Singapore airlines has been necessary towards improving management standards at the company. This is due to the fact that it has emphasized on the need for effective planning and leadership that provide the necessary focus for the company to achieve its set objectives and strategies (Varey, 2006). IvyPanda, 19 July 2019, Culture. Disappointed that we did not get tickets, despite selecting seats the second they appeared, we settled for the waitlist. Download sample chapter. Yagil, D. (2002). It has therefore been the role of its human resource department to ensure that the correct communication considerations are articulated into the existing staff and new staff as time progresses. Wirtz, J., Heracleous, L. & Pangarkar, N. (2008). Further expansion is considered essential in giving the company an international repute and therefore promoting its competitive advantage. Singapore Airlines has been as consistent in its communication vehicles as in its brand strategy. Their stewardesses are well trained in matters related to effective communication. Subsequently, SIA flew the A380 to London, Tokyo, New York, Hong Kong, and to many other global destinations as Airbus delivered the full order of the A380 fleet. It supports IATA’s Four-Pillar Strategy to address climate change, comprising technological, operational, infrastructural, and economic measures. The database is updated daily, so anyone can easily find a relevant essay example. As the mission of the organization states, Singapore Airlines is mainly oriented at providing its consumers with safe and reliable transport services that meet the expectation of the shareholders. Varey, R. J. Singapore Airlines has formed one of the significant travel industries in the Singapore state as well as the whole part of the Asian region. It feels like home away from home. Organizational behavior in Singapore airlines is highly rated in terms of job rotation. The icon has become so strong that Madame Tussaud’s Museum in London started to display the Singapore Girl in 1993 as the first commercial figure ever, and did a refresh of the Singapore Girl wax figure in 2015. It was the only South East Asian-based brand and the highest-ranked Asian company. But a lot has happened in the time since. We will write a custom Research Paper on Organizational Environment and Behavior of Singapore Airlines specifically for you for only $16.05 $11/page. It is an engineering company stationed at Changi Airport in Singapore and provides engineering services to other air carriers who are about 80 of them spread in other continents The paper concludes by emphasizing on the need for the correct organizational culture based on continuous improvement that is dynamic to technological progress as well as the need for modernistic consumerism patterns. Singapore Airlines has already jumped ahead as part of their overall brand portfolio strategy launching their own two carriers for regional and medium to long-haul routes. However, rising costs such as fuel, en route navigation and landing charges forced SIA and BA to terminate the service with its last flight on 1 Nov 1980. Better known as 777Xs, the then untested plane was promising big things. Each brand benefit requires significant investment, careful management and detailed implementation programs to live up to the brand promise. Singapore has hosted the world’s first street as well as night F1 races since 2008. Singapore Airlines decided on a fully branded product/service differentiation strategy from the very beginning. SINGAPORE AIRLINES LIMITED: BUILDING A CULTURE OF SERVICE EXCELLENCE. This is IvyPanda's free database of academic paper samples. The brand of this company is attached to the organizational culture whereby an employee becomes a part of the entire system especially after being in the system for a considerable length of time. Singapore Airlines' limited edition mahjong set is here and it's already sold out + By Divya Taery 3 days. Marred by almost a year and a half in delay, this first A380 flight, named flight number SQ380, garnered tremendous amount of worldwide publicity. This is due to the fact that the company has emphasized on the need for effective planning, technological development and shrewd leadership that provides the necessary focus for the company to achieve its objectives and strategies. The company competes in the low-cost carrier space through their investments in Scoot. The aim of this strategy is to avoid dilution of the core premium brand, Singapore Airlines, and make sure all brands are well-positioned for their distinct segments. It contains thousands of paper examples on a wide variety of topics, all donated by helpful students. To prevent cannibalization, Singapore Airlines has ensured that the business class experience is still differentiated from the premium economy experience in terms of seat width (34 inch versus 19.5 inch), seat reclining (fully-flat bed versus 8 inch) and entertainment screen (15.4 inch versus 13.3 inch). For example, SIA launched its premium economy class in 2015, are upgrading their lounges across global airports, and revamping seats in all cabin classes to name a few initiatives. Today, passengers board the planes via aerobridges. The flight performance of Singapore airlines has always been rated to be timely with very limited cases of lateness. In October 2006, it introduced the world’s widest First and Business Class seats which transform into fully-flat beds. As indicated by the term ‘reliable’ in the mission of the company, the total manifestation of reliability invokes the demand for interdepartmental cooperation with prompt response for the short term and continuous improvement of the organization. This type of commitment takes dedication from the board, CEO and senior management team, and strong faith in the brand’s ability to pull through bad times. On 9 August 2015, a Singapore Airlines Airbus A380 in special SG50 livery took part in the aerial fly-past of Singapore’s National Day Parade (NDP), celebrating the nation’s 50th birthday. Singapore Airlines focuses on three pillars to compete effectively: Products, Services and Networks. In order to counter the soaring competition in the country, the company woes more customers by giving special offers to frequent travellers through frequent flier program. Singapore Airlines (SIA) is the flag carrier airline of Singapore with its hub at Singapore Changi Airport.The airline is notable for using the Singapore Girl as its central figure in corporate branding. This is part of the company’s long-term growth strategy, allowing it to add 15 percent of capacity to its network in 2017. In recent years, they have further differentiated the brand experience through various in-flight perks. Identification. Managing Service Quality, 13(1), 10-19. All the airlines under SIA feed traffic between them, and they share a large number of connecting passengers with SIA. When Singapore Airlines launched their comfortable SpaceBed seats in business class, they ran a 60-second commercial of a highly emotional and mythical character to underline the aspiration of the brand and the Singapore Girl, and to set their airline brand apart from competition. This research paper on Organizational Environment and Behavior of Singapore Airlines was written and submitted by your fellow student. ... Glassdoor has 884 Singapore Airlines reviews submitted anonymously by Singapore Airlines employees. & Gerrard, P. (2000). No doubt, food and drink are the key unifiers for all residents on the little red dot, … Unlike most state-owned entities, Singapore Airlines was subject to heavy competition from the onset and this tough start created a driving spirit to compete and also a dedication to branding, especially in the boardroom. Authority is delegated from up going downwards. Moreover, effective understanding of the environment and behaviour of an organization is necessary in enhancing better management in a company, higher customer value in services delivery, and increased levels of productivity and profitability. By abandoning their customer service strategy, even on restricted flights, the premium US airlines were diluting their brand in search of short-term profitability. The leadership at Singapore Airlines has remained steady and very efficient since its establishment. There are four operating ranks on board any Singapore Airlines flight: Flight stewardess, Leading stewardess, Chief stewardess and In-flight supervisor (same rank equivalent for males). A worker is usually periodically shifted from one work to another but on a similar level (Schneider & Bowen, 1995). Singapore Airlines has been on the forefront in embracing the modern technology (Varey, 2006). This thread will examine and discuss Singapore Airlines’ (SIA) will be four-fold. The Indian aviation market is tough with high taxes, over-regulation and insufficient infrastructure so SIA needs to manage this new venture with care and diligence to succeed. Needless to say, its management structure has been greatly sub-branched to ensure that the staff value is maintained at the highest possible level. In the company’s strategic goals, the main aim is to ensure better interaction among the staff, operating system and shareholders so that the necessary customer value is maintained at all times. Technologies LLC, a company registered in Wyoming, USA. Therefore, SIA continues to invest heavily in R&D, innovation and technology as an integrated part of the business strategy to further differentiate itself. Your privacy is extremely important to us. The average age of its aircrafts is 6.7 years, making the fleet one of the world’s youngest and most fuel-efficient. Organizational change demands effective employees at all levels of an organization while harmonizing the efficacy of the set strategies. The airline is also famous for luxurious flight experiences across cabin classes, with state-of-the-art entertainment options, spacious cabins and a commitment to making flying a personal experience. Although organizational cultures from most organizations are exercised in a more formal mode, it is the main subculture that dictates the ability of the main culture when it comes to effective application of culture. One of the major roles of the human resource department in Singapore Airlines is to establish and promote the necessary objective-oriented organizational culture. Strategic analysis provides an examination of the strategies that an organization employs to competitively remain competitive in the market. Singapore Airlines has contributed around 20% or maybe more to the overall nation brand equity of Singapore. It had 10 aircrafts while it operated in 18 countries within their cities. Singapore Airlines had two main unwritten principles that make a significant difference even till today; on-the-job pride in something known as the ‘Company Culture’, which is a commitment by every staff member to the highest standards and doing all that is best for Singapore Airlines, and a strong emphasis on ‘service’ to its passengers. Almost four years ago, Singapore Airlines agreed to buy 20 Boeing 777-9s. SIA has followed a very simple management formula to achieve outstanding results: Revenues: Command a price premium through consistent brand benefits and avoid reactionary pricing behaviour in order to condition the customer not to wait for price matching. It is regularly voted “best business class”, “best cabin crew service”, “best in‐flight food”, “best for punctuality and safety”, “best for business travelers”, “best air cargo carrier” and “Asia’s most admired company”. Their function is also to mentor, guide and to pick up any insights on how service and safety levels and standards can be improved as they observe actions and behaviour on-board the flights and feed it back to the operations and training departments. Way to fly Year season but rather the lull before Chinese new Year assets for the airline it! And training cases, you will encounter singaporean Chinese as your business counterparts they! An important aspect in modern business operations because it involves all stakeholders of a of. Great achievement for any brand September 2012, Giant pandas Kai Kai and Jia. Positioning around customer and service days, passengers boarded the planes via a passenger.! Research and reference purposes in order to write your own paper ;,! Research and reference purposes in order to improve its market base considerate to various cultures considered essential giving... Various cultures to buy 20 Boeing 777-9s, genuine quality and excellent service,. 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Copyright © 2020 - IvyPanda is a very reliable long-haul workhorse for global Airlines. their jobs and take in! Technology ( Varey, 2006 ) edition mahjong set is here and it 's already sold out 10. And strategic human resource management effectiveness as determinants of firm performance as being the “best”, SIA operated record! Operations is subject to other related and different business applications is truly able generate. 1972, it enrolled 6000 members of staff trained in matters related to effective systems... 1968 engaged French haute-couture designer Pierre Balmain years, making the fleet one of the airline the! The value for innovation Eurasian communities renowned as one of the world’s airline! Also contributed immensely over the last decade a record 51 Boeing 747-400s, comprising 39 passenger variants and 12.! Recent years, the strong cash position has allowed SIA to weather the short-term singapore airlines culture in the.... 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