From our data, it is also evident that a high number of employees do not believe that the leadership in place supports a balanced ethical workforce.38.71 % of the people in the organization did not agree that the organization has an ethical, balanced worked force. From this notion, all the derivative principles and policies are derived in search for excellent services for the best values to achieve the same. (2006). Winning the Service Game. Wirtz, J., & Johnston, R. (2003). Organizational Environment and Behavior of Singapore Airlines, Analysis of Female Employability in the Events Industry in Hong Kong, Work Values, Experience, And Job Satisfaction Among Government Workers In Singapore, Singapore's Advancion in Economy, Tourism and Other Economy Building Sectors, Planning of Medical Facilities and Amenities, Understanding Goals of Human Resource Management in the Context of Human Capital Theory, Scientific Management in the Modern Organizations, The Manager of the Century: Following the Track of a Born Leader. This has perhaps been the major strategy used to attract its consumers in the region. What … This is IvyPanda's free database of academic paper samples. Moreover, responsibility is given key attention instead of the servant-master relationship as seen in some other companies. Loyal customers are generally open and provide an organization with the necessary criticism to improve a system as they are able to associate with it. In addition, it had to attract a customer base made out of international travellers, and locals who needed to travel internationally – as opposed to most other carriers which started out by servicing the needs of their domestic travel market. It supports IATA’s Four-Pillar Strategy to address climate change, comprising technological, operational, infrastructural, and economic measures. On 6 September 2012, Giant pandas Kai Kai and Jia Jia arrived in Singapore via a Singapore Airlines Cargo Boeing 747-400 freighter. Wirtz and Johnston (2003) assert that management should view an organization as a highly interdependent system that cannot effectively run with one malfunctioning unit. 60% of SilkAir’s passengers come from SIA. The Singapore F1 races from 2014 – 2019 were all named “The Formula 1 Singapore Airlines Singapore Grand Prix” and they took place as night races annually in September at the Marina Bay street circuit in Singapore. One of the major roles of the human resource department in Singapore Airlines is to establish and promote the necessary objective-oriented organizational culture. Fierce competition from low-cost carriers: The low-cost carriers have significantly influenced consumer behaviour for cheap price bargains among leisure travellers and increasingly among business travellers. Stay true to the brand. It also enables employees to become multi-skilled by enlarging their experience base and improving competency at the same time. One of the key strategies that Singapore Airlines has sought to implement is the establishment of effective communication systems. Singapore Airlines has 136 aircrafts in its fleet (December 2019). The company has been able to generate the necessary demand for higher returns through effective leadership. 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. This is very significant since up to 40% of an airline’s total costs is derived from fuel. Through its Culture Services Department, the company reinforces its culture, while making employees feel that they are valued in the airline corporation. Leadership) to further distinguish the brand promise. The extent of change at this Airline has been very minimal due to the perceived negative impacts of making adjustments among employees. He designed a special version of the Asian sarong kebaya as the uniform which later became one of the most recognized signatures of the airline, and a very designated and visual part of the entire brand experience. The company competes in the low-cost carrier space through their investments in Scoot. The program extends preferential treatment for the customers who frequently travel using the airline and therefore encourage them to stick to the airline to enjoy the benefits. Need a custom Research Paper sample written from scratch by 2019. They ensure that practices and standard operating procedures in regards to service, safety and governance taught in the academy are implemented consistently. In a YOLO attempt to feed this yearning, I applied for a job as a cabin crew for Singapore Airlines and ended up passing the interview. When it was trying to establish itself as the best airline amongst competing giants, the code SQ was chosen to represent ‘Superior Quality’ of service that the company aspired to deliver. 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. The Singapore Airlines brand delivers results. With 67 business class seats and 94 premium economy class seats, the airline designed the flight route for business travellers who want additional comfort on the long route. Clarity and Commitment. As indicated form the above figure, it is evident that decision making and negotiations in SIA are processes that involve all stakeholders and employees. Such a philosophy encourages them to boost their efforts in setting the necessary footprints in the company. YOU MIGHT ALSO LIKE. We will write a custom Research Paper on Organizational Environment and Behavior of Singapore Airlines specifically for you for only $16.05 $11/page. Marred by almost a year and a half in delay, this first A380 flight, named flight number SQ380, garnered tremendous amount of worldwide publicity. 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. This cost pressure causes them to start reducing the premium services which made them distinct from the low-cost airlines in the first place. Hawker centres. SIA’s focus on its customer service culture is clear. Retrieved from https://ivypanda.com/essays/organizational-environment-and-behavior-of-singapore-airlines-research-paper/. Singapore has established itself as a major destination for serious shoppers. Cunningham, J. As indicated earlier, by striving to infer positive images and relation networks between its management and workers, Singapore Airlines emphasizes that the roles of employees are indeed the most crucial bit in ensuring that consumers get the best services (Varey, 2006). This should be projected towards an organization’s mission and objectives. We utilize security vendors that protect and What’s your deadline? Singapore Airlines is also actively involved in national initiatives. 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. This in turn creates more cost pressure. Authority is delegated from up going downwards. In cases where culture is involved, Singapore Airlines has a tendency towards being sensitive and considerate to various cultures. 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. In 1968, French couturier Pierre Balmain designed the legendary sarong kebaya uniform for MSA stewardesses, made with traditional Asian batik design and created to represent Malayan culture and hospitality. In February 2013, it was the first airline in the world to introduce 3D games on its entertainment system, KrisWorld. There are several good reasons for this. July 19, 2019. https://ivypanda.com/essays/organizational-environment-and-behavior-of-singapore-airlines-research-paper/. It also has code-share, strategic alliance, and joint venture partners under the global airline partnerships, and under the Star Alliance network. Airlines like Emirates, Etihad Airways and Qatar Airways are changing and disrupting the global aviation landscape with their onslaught of new destinations and capacity – often competing on price for more price-sensitive customers. 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. Innovation, best technology, genuine quality and excellent customer service were to become the major drivers of the brand. However, the effectiveness of daily operations is subject to other related and different business applications. 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. Work culture here is very good and staffs are very cooperative and friendly. Singapore Management Review, 22(1), 35-64. For full functionality of this site it is necessary to enable JavaScript. Download sample chapter. The Singapore Airlines brand is unique in the sense that the boardroom takes dedicated leadership of the brand strategy unlike many other Asian companies. Boston, MA: Harvard Business School Press. 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. 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Identification. In most industries, there are always segments willing to pay for quality brands. Unfortunately, your browser is too old to work on this site. Singapore is a multiethnic society comprising of Chinese, Malay, Indian and Eurasian communities. Singapore Airlines Employee Reviews about "company culture" Updated Oct 13, 2020. 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). 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. The vision and goals of the company are tied to the people’s satisfaction through enhancing their lining standards by promoting the economic competitiveness of the country. It feels like home away from home. A case in point for such leadership is that Singapore Airlines was ranked 18th in the 2019 list of Fortune’s “World’s most admired companies”. Culture Lifestyle Women Family Health and Fitness Fashion Luxury Cars ... Singapore Airlines was the first airline to give every class video entertainment back … Our people are passionate about their jobs and take pride in the company. Technical and strategic human resource management effectiveness as determinants of firm performance. You are free to use it for research and reference purposes in order to write your own paper; however, you must. professional specifically for you? In the early days, passengers boarded the planes via a passenger step. This in itself is a great achievement for any brand. Organizational behavior in Singapore airlines is highly rated in terms of job rotation. Therefore, SIA has decided to launch a new Indian domestic airline called Vistara together via a joint venture, with the Indian business conglomerate Tata, serving traffic from a hub out of Delhi in India. The company hires employees who can withstand high pressure in a dynamic environment. 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. Customers expect more with quicker updates. Organizational change demands effective employees at all levels of an organization while harmonizing the efficacy of the set strategies. 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. 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. In addition, it has enhanced higher customer value in services delivery besides increasing levels of productivity and profitability. Wirtz, Heracleous and Pangarkar (2008) point out that organizational culture dictates the values, beliefs, relationships, and harmony both at the internal and external levels. This particular innovation took the world by storm as comfort in air travel has never been taken to such an extent before. This would seal possible loopholes for employees who obtain wrong formation. Singapore airlines engineering company has given me a great opportunity to learn new things upto international standards and explore my talent and update myself. 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. Here’s how they do it: 1. Well, Singapore Airlines has finally unveiled a new safety video, which is a huge improvement over the old one: ... (I’m using that term ironically) use of pop culture references and internet tropes that are already outdated by the time the video hits the planes. It has done exemplary well since then. As the Singapore’s most crucial Airline Company, the government plays a major role in its operations and derivation of different policies (Cunningham & Gerrard, 2000). According to Wirtz and Johnston (2003), assimilated strategies form the core determinant of an organizations ability to address its developmental demands in the market. The Concorde service was restored on 24 January 1979. Singapore Airlines' limited edition mahjong set is here and it's already sold out + By Divya Taery 3 days. Managing Service Quality, 18(1), 4-19. Singapore Airlines recognizes that each innovation has a relatively short life span. Singapore Airlines understands this, evident from its numerous environmental efforts. 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. Singapore has hosted the world’s first street as well as night F1 races since 2008. 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. "Organizational Environment and Behavior of Singapore Airlines." Singapore Airlines is a leading business case from Asia demonstrating the importance of strategic branding, and they should serve as great inspiration for other Asian boardrooms trying to build and manage their own brands. International Journal of Service Industry Management 13 (4), 382–398. Hawker center and Michelin-starred rice: Discover why hawker food is the true joy of Singapore. 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. About the author: Martin Roll – Business & Brand Strategist, Read more: The Essential Features of a Global Asian Brand, Read more: Air China – The Quintessential Chinese Brand, Read more: Country Branding Strategies For Nations And Companies, Download PDF: Benefits Of Branding Nations, Sign up for updates on Business, Brands & Leadership. This includes the setup of Krislab in 2019, which is Singapore Airlines’ new digital innovation lab. 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. The management style is also democratic. The first section will discuss SIA’s eight ingredients of success - in light the organization’s vision, culture, and value of customer service, which have made SIA into an organization of global renowned and continuous change. Yagil, D. (2002). It contains thousands of paper examples on a wide variety of topics, all donated by helpful students. Managing human resources for service excellence and cost effectiveness at singapore airlines. Strategic analysis provides an examination of the strategies that an organization employs to competitively remain competitive in the market. 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. SIA has become a hugely rewarded innovator and industry leader: A Great Way To Fly. Plan your holiday with our latest travel deals and promotions. It was the only South East Asian-based brand and the highest-ranked Asian company. 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. This includes revolutionary aircraft designs, the use of modern materials, more efficient flight procedures and air traffic management and weight reduction efforts, amongst others. Customers are given total attention. 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. Singapore Airlines has formed one of the significant travel industries in the Singapore state as well as the whole part of the Asian region. 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. By spreading the scope of employee activities, it ensures that there is increased motivation since they are assisted to realize how organizational performance is boosted through their work. It further helped SIA’s brand image that all revenue generated from the 455 passengers on board this first flight was donated to three charities in a ceremony the next day in Sydney. Today, passengers board the planes via aerobridges. Singapore Airlines strongly embedded positioning and commitment to the brand has positioned it well to compete in the new landscape. It is worth mentioning that its airbus A304-500 operates from Singapore to Los Angeles Ns Newark. Singapore Airlines has been able to deliver some of the best results in the industry by avoiding this type of reactionary behaviour. Some of the main customer experience strategies used by Singapore Airlines to deliver the best-in-class flying experience include searching for familiar flavours to make its passengers feel at home. 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. SIA is not locked into long-term leases, and can easily accommodate newer, more efficient equipment which minimizes maintenance costs and avoid aircraft downtime. The culture of the organization has also been eroded by the introduction of fresh initiatives and processes dictated by the political environment. Keep innovation as a strategic driver: Innovation is key to success in the global airlines industry where the race to present the latest in seats, service, in-flight entertainment, lounges and many other features provides a constant pressure on all airlines. Singapore Airlines has contributed around 20% or maybe more to the overall nation brand equity of Singapore. "Organizational Environment and Behavior of Singapore Airlines." It is in this regard that its vision is tied to the citizens of Singapore. Disappointed that we did not get tickets, despite selecting seats the second they appeared, we settled for the waitlist. Communication is one of the major factors that dictate the ability of an organization to effectively articulate its goals and objectives both at the internal and external levels. The place name "Singapore" is derived from Singa-pura ("City of the Lion"), a commonly used term since the fourteenth century. & Gerrard, P. (2000). The manager allocates various portions of available tasks with respect to the experience of employees. The flight performance of Singapore airlines has always been rated to be timely with very limited cases of lateness. Therefore, ensuring that change demands are acceptable in an organization requires intrinsic understanding of an organization’s culture and also operating within its outline. Its leadership has remained steady and quite efficient since the establishment of the airline. This research paper on Organizational Environment and Behavior of Singapore Airlines was written and submitted by your fellow student. Singapore Airlines has been as consistent in its communication vehicles as in its brand strategy. Organizational change is an important aspect in modern business operations because it involves all stakeholders of a company. Some of the services given have been termed as unwanted and excessive. In the case study of Singapore Airlines, it is imperative t note that the company has been faced with stiff competition that has seen major players assume strategic approaches in order to remain relevant in the market. Singapore Airlines has been on the forefront in embracing the modern technology (Varey, 2006). From this consideration, Singapore Airlines has effectively brought in major observable positive effects for the staff and management as a factor of cultural consideration. Their flights are cheap while there are many affordable hotels near Singapore’s Changi Airport which are booked online. It has developed a tremendous customer service culture. But a lot has happened in the time since. Singapore Airlines’ subsidiaries include Singapore Airlines Cargo, SIA Engineering Company, SilkAir (regional airline of Singapore Airlines launched in 1989), Scoot (low-cost airline of Singapore Airlines launched in 2011) and Tradewinds Tours and Travel (tour-operating arm of Singapore Airlines and SilkAir). The company has directed its human resource department with the responsibility of ensuring that all procedures that lead to improvement of customer value are achieved. A worker is usually periodically shifted from one work to another but on a similar level (Schneider & Bowen, 1995). 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. The goal is to gain competitive advantage in the marketplace and reap the benefits of “first-mover” advantage. By extending special offer to the customers, it becomes easy to win their loyalty. Maintaining the youngest generation of fuel-efficient aircrafts provides SIA with some of the lowest fuel costs in the industry. In cases where culture is involved, Singapore Airlines has a tendency towards being sensitive and considerate to various cultures. Singapore is famous for having strict rules for everything. 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. Their views are incorporated with the aim of enhancing their participation, and most importantly, generating their identity in order to reduce resistance (Varey, 2006). IvyPanda. Singapore Airlines also keeps to its strategy of constantly being the first in the world to continually introduce improvements to the brand experience. It’s like watching your grandparents try to be “hip” and “with it”. & Bowen, D. (1995). Characteristics of well-performing organizations in Singapore. Think about one of the strongest brands from Asia, and chances are that Singapore Airlines (SIA) and its long-serving, almost iconic Singapore Girl easily come to mind. 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. 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. Photo: Singapore Airlines Video review We were lucky to get tickets. 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. Besides, it is important to note that an effective organizational culture requires efficient cooperation between all the systems involved in the management of different aspects in order to ensure a stronger interlink with the external world (Varey, 2006). 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. Technologies LLC, a company registered in Wyoming, USA. Some senior cabin crew like the Chief Stewardess and the Inflight supervisors are trainers and mentors from the Singapore Airlines Academy flying alongside the operating crew. The firm has been renowned as one of the long serving company that had unbroken records persistently and consistently for several years. It was the first airlines globally to fly the Airbus A380, one of the world’s most eco-efficient aircraft. Management of organizations in the 21st century is highly dependent on the ability to analyze the overall operating capacity in addition to understanding their strengths and weaknesses. Beyond Singapore Girl: Brand and product/service differentiation strategies in the new millennium. According to Cunningham and Gerrard (2000), the call for optimization of resource utilization for greater development carves a special notion for human resources managers in an airline company. It launched KrisWorld, an advanced in-flight entertainment system, across all classes in 1995. 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. The average age of its aircrafts is 6.7 years, making the fleet one of the world’s youngest and most fuel-efficient. They have pioneered many in-flight experiential and entertainment innovations, and strived to be best-in-class. The regions it flies to to fly transform into fully-flat beds her sarong kebaya was.! The long serving company that had unbroken records persistently and consistently for several.! Is consistently recognized as the world’s leading Airlines. cargo and passenger handling are trained! 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