Singapore Airlines (SIA) is the top 2 airlines in the world (Skytrax,2015) . What is the strengths of SIA that made it a world class service provider today? Johnson and Scholes's theory of the cultural web and Peter Drucker's seven tasks of tomorrow's manager will use to discover the strengths underneath the fame of SIA. Figure 1 The Cultural Web Rituals and routines are effective in transmitting values and beliefs. (Smith & Steward, 2011). In SIA, providing high-quality service is the top priority and maximising return for the benefits of shareholders. Not only employees undergo strictly selections, but also the facilities. SIA fleets are at a average age of 6 years 9 months(Singapore Airline Annual Report FY2013/14,2014). Young fleets
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For example, supplier, customers, employees and so on. Stakeholders are measured by the level of interest and the level of power.
"Singapore Airlines is a global company dedicated to providing air transportation services of the highest quality and to maximising returns for the benefit of its shareholders and employees." - Singapore Airlines' Mission Statement.
From the mission of SIA, it is very clear that what valued most for SIA is the customers, shareholders and the employee. SIA for customers is a type of transportation from one destination to another, they are more concerned about the quality of products and services. The level of interest of customers might be varies comparing normal customers or Kris flyer customers. Kris flyer will show more interest in SIA operation to earn miles (Singapore Airline, 2015). Nonetheless, customers have very low power among stakeholders. Towards this, SIA have always maintain all the products and services at a very high quality. Besides, SIA take in every complaint or feedback seriously. In-depth investigation will be done to find out the problems occurred then improve it to reach the satisfying level of every …show more content…
As a keep informed stakeholder who have high interest but low power, employees are very concern about the stability and growth of SIA as this will directly affect the job security and rate of payment. As SIA is earning a lot in a year, employees tend to feel more secure working with SIA and will work harder for better bonuses. However, the relationship of SIA and employee is mutual. SIA need employees to serve the customers well and for better profit. Not only so, SIA's employees - Singapore Girls are the icon of SIA which will come out in every poster. Thus, to ensure the great service, SIA will provide training regularly to all levels of employees not only functional but also personal
For example, supplier, customers, employees and so on. Stakeholders are measured by the level of interest and the level of power.
"Singapore Airlines is a global company dedicated to providing air transportation services of the highest quality and to maximising returns for the benefit of its shareholders and employees." - Singapore Airlines' Mission Statement.
From the mission of SIA, it is very clear that what valued most for SIA is the customers, shareholders and the employee. SIA for customers is a type of transportation from one destination to another, they are more concerned about the quality of products and services. The level of interest of customers might be varies comparing normal customers or Kris flyer customers. Kris flyer will show more interest in SIA operation to earn miles (Singapore Airline, 2015). Nonetheless, customers have very low power among stakeholders. Towards this, SIA have always maintain all the products and services at a very high quality. Besides, SIA take in every complaint or feedback seriously. In-depth investigation will be done to find out the problems occurred then improve it to reach the satisfying level of every …show more content…
As a keep informed stakeholder who have high interest but low power, employees are very concern about the stability and growth of SIA as this will directly affect the job security and rate of payment. As SIA is earning a lot in a year, employees tend to feel more secure working with SIA and will work harder for better bonuses. However, the relationship of SIA and employee is mutual. SIA need employees to serve the customers well and for better profit. Not only so, SIA's employees - Singapore Girls are the icon of SIA which will come out in every poster. Thus, to ensure the great service, SIA will provide training regularly to all levels of employees not only functional but also personal