We will write a custom Research Paper on Organizational Environment and Behavior of Singapore Airlines specifically for you for only $16.05 $11/page. Singapore Airlines recognizes that each innovation has a relatively short life span. Singapore Airlines is known as a global and respected Airline Company with safe journey, innovative technology and excellent service. The management style is also democratic. 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. singapore airlines crew, singapore airlines culture, sq culture shock. & Gerrard, P. (2000). model frameworks, brand cases and checklists on Asian branding. 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. Though the structure has attracted criticism from different scholars on its hierarchical outlook, the company insists that the whole system is highly efficient both in terms of design and application. The flight is scheduled to leave Singapore before midnight and arrive in New York early the next morning, for business travellers to be well-rested for a full day of work, demonstrating its customer centricity. No, not Christmas and New Year season but rather the lull before Chinese New Year. Moreover, many organizations have neglected the role and notion of establishing effective organizational cultures. All communication messages are featured through the iconic Singapore Girl in different themes and settings. Mary Jo Hatch posits in her model of culture dynamics that employees form the most critical element in a change process because they are directly involved in a project’s implementation. After splitting from Malaysia-Singapore Airlines in 1972, Singapore Airlines has been developing dramatically to become a giant in global airline industry with more than $12 billion in revenue in the financial year 2010. This company has a belief system that the products being delivered to the market are goods and therefore should be handled with care. It is worth noting that majority of the tasks within the company are directly linked to enhance better management and rational decision making as employees progress with their various duties. It is worth mentioning that its airbus A304-500 operates from Singapore to Los Angeles Ns Newark. It’s like watching your grandparents try to be “hip” and “with it”. Global airlines are facing increased competition from low-cost carriers and airlines from particularly the Middle East (Emirates Airlines, Etihad Airways and Qatar Airways) which have put pricing pressure on premium, full-service airlines. On top of this, SIA carefully hedges up to 60% of their fuel requirements two years in advance to avoid cyclical and often large volatility in fuel prices. AHMAD MAHDZAN AYOB SINGAPORE AIRLINES LIMITED: BUILDING A CULTURE OF SERVICE EXCELLENCE INTRODUCTIONBusiness concept innovation (BCI) aims at doing … This has led to a focused and consistent message for SIA during the last 47 years. It feels like home away from home. The deal, worth USD 13.8 billion, involved the purchase of 39 aircraft from Boeing and is expected to create 70,000 jobs in the US. Approximately 50% of SIA’s passengers are transit passengers who do not immigrate into Singapore, but through the SIA experience they get an overall perception of a service-oriented, efficient, clean and caring country – partly derived from the brand elements of SIA. This particular innovation took the world by storm as comfort in air travel has never been taken to such an extent before. Latest advances in technology have been used it to enhance communication with consumers by obtaining quick feedback, facilitating smooth airline operations as well as assisting in overall design improvement of the airline. Therefore, ensuring that change demands are acceptable in an organization requires intrinsic understanding of an organization’s culture and also operating within its outline. From this consideration, Singapore Airlines has effectively brought in major observable positive effects for the staff and management as a factor of cultural consideration. Cunningham, J. 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. As indicated earlier, it is largely due to the inherent demands of an organizational system that calls for all stakeholders to conceptualize the requirement and also internalize its possible repercussions. In Singapore Airlines, the process of effecting organizational change has experienced a very slow pace of implementation due to poor cooperation and resistance from some units (Cunningham & Gerrard, 2000). An example of this was the new non-stop services from Singapore to Los Angeles and New York launched in 2004, which attracted huge publicity in global media as it was the world’s longest non-stop flight and kept the innovation promise of the brand alive. 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). Customers expect more with quicker updates. This is part of the company’s long-term growth strategy, allowing it to add 15 percent of capacity to its network in 2017. However, the effectiveness of daily operations is subject to other related and different business applications. Singapore Airlines Employee Reviews about "company culture" Updated Oct 13, 2020. By the ZULA team. Singapore Airlines was in a different position than most other airlines at the time. The 16,700 km, 19-hour Singapore-New York route was re-launched again on 11 October 2018 on the airlines’ brand new, fuel-efficient Airbus A350-900 Ultra Long Haul. With the leadership of Singapore Airlines understanding the nature of the Asian region market, it opted for a low cost model that satisfies travelers of all social classes. All the airlines under SIA feed traffic between them, and they share a large number of connecting passengers with SIA. Singapore Airlines is facing major challenges and the following are the key strategic issues that the airline needs to monitor and constantly address proactively in the coming years. It was the only South East Asian-based brand and the highest-ranked Asian company. Just like that, I moved to Singapore 4 months later to start a new career as an air stewardess. SIA has become a hugely rewarded innovator and industry leader: A Great Way To Fly. Identification. In April 2014, Singapore Airlines signed a deal with Formula One Group to become the title sponsor of the Singapore F1 race for two years and later extended the annual event thrice to 2017, to 2019, and to 2021. Singapore Airlines and British Airways launched the Concorde service between London and Singapore via Bahrain on 9 Dec 1977. The creation of the belief system that employees are not just the main anchors for progress, but they also determine the future of the company is indeed true. Singapore Airlines moved into the new Changi Airport which opened in 1981. It was the first airline in the world to fly the Airbus A380 in 2007, the world’s largest airplane and the aircraft which were bound to take over the role of Boeing 747 – one of the most legendary aircrafts in modern aviation. Plan your holiday with our latest travel deals and promotions. Moreover, responsibility is given key attention instead of the servant-master relationship as seen in some other companies. IvyPanda. This has perhaps been the major strategy used to attract its consumers in the region. You can use them for inspiration, an insight into a particular topic, a handy source of reference, or even just as a template of a certain type of paper. 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. Due to rising fuel costs, the direct route to Los Angeles was terminated 20 October 2013, and the direct route to New York was terminated 23 November 2013. 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). Singapore Airlines also runs one of the most comprehensive and rigorous recruitment and training programs for cabin and flight crew in the industry to make sure the SIA brand experience is fully and consistently delivered. This requires heavy, on-going investments and healthy cash-flows which can only be achieved through a continuous price-premium strategy and satisfactory passenger load factors. This supersonic service was suspended after 6 flights as a result of environmental objections from the Malaysian government. As a major part of the organizational culture, recruitments, staff development, promotions, and internal relations have assimilated the necessary platform in dictating the ability of the organization to meet its own strategic objectives (Cunningham & Gerrard, 2000). This is putting global full-service airlines under pressure to keep up as the competitive landscape is evolving from new airport hubs in the Middle East. Effective understanding of the environment at Singapore airlines has been necessary towards improving management standards at the company. Read employee reviews and ratings on Glassdoor to decide if Singapore Airlines is right for you. 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). While other airlines have also pursued high service/quality brand strategies, none has been able to match Singapore Airlines in consistency, commitment, and true permeation of the brand in every facet. The database is updated daily, so anyone can easily find a relevant essay example. 10 Unspoken Rules Every SQ Cabin Crew Wish Passengers Knew. This is remarkable, as over 90% of the passengers on Singapore Airlines never immigrate into Singapore but only use Singapore Changi Airport as a transit hub. Such a philosophy encourages them to boost their efforts in setting the necessary footprints in the company. A behind the scenes video of the World's BEST Airline - Singapore Airlines service and training. Our people are passionate about their jobs and take pride in the company. Copyright © 2020 - IvyPanda is a trading name of Edustream B. 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. Furthermore, one of the main pillars at Singapore Airlines is the value for innovation. YOU MIGHT ALSO LIKE. International Journal of Service Industry Management 13 (4), 382–398. 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