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Singapore Airlines: what it takes to sustain service excellence – a senior management perspective

Jochen Wirtz (Jochen Wirtz is Associate Professor of Marketing and Director, APEX‐MBA Program (Asia‐Pacific Executive‐MBA) with the NUS Business School, National University of Singapore, Singapore.)
Robert Johnston (Robert Johnston is Professor at Warwick Business School, University of Warwick, Coventry, UK.)

Managing Service Quality: An International Journal

ISSN: 0960-4529

Article publication date: 1 February 2003

17658

Abstract

Singapore Airlines (SIA) is internationally recognized as one of the world’s leading carriers. This article details the results of a series of in‐depth interviews with SIA’s senior management on their views on what made SIA a service champion, and what it will take to maintain its lead in the industry. Excerpts from there interviews were broadly organized into four sections. They are: “SIA’s perspective of service excellence and key challenges”; “Understanding customers and anticipating their needs”; “Training and motivating the front line”; and “Managing with an eye for detail and profits”. The interviews show what SIA’s senior management sees as their key drivers of service excellence. The drivers are then related to key frameworks and models from the services marketing/management literature. Implications for current and aspiring service champions are derived.

Keywords

Citation

Wirtz, J. and Johnston, R. (2003), "Singapore Airlines: what it takes to sustain service excellence – a senior management perspective", Managing Service Quality: An International Journal, Vol. 13 No. 1, pp. 10-19. https://doi.org/10.1108/09604520310456672

Publisher

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MCB UP Ltd

Copyright © 2003, MCB UP Limited

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