Strategic Human Resource Management at Singapore Airlines

Singapore Airlines has distinguished itself as an industry leader through its exceptional focus on strategic human resource management. Central to this strategy are the five pillars of their service delivery system, which offer unique value to customers and ensure continued success amidst intense competition. The organization's commitment to cost-effective service excellence is supported by a strong cultural foundation that prioritizes customer satisfaction and operational efficiency. By documenting these practices, Heracleous, Wirtz, and Pangarkar provide insights into the critical components of Singapore Airlines' business model, which can serve as a blueprint for other companies seeking sustainable competitive advantage in their respective industries.

Running Head: Service Management
Service Management

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Executive Summary
The below mentioned report discusses about the ways with which the organization Singapore
Airlines used their efficiencies to achieve a reputed growth in the target market. Further the
report explains about the service management industry and its attributes which the organization
successfully follows to lead the target market. Service management industry does not serve any
product in the market, it is their services through which achieve growth in the market. Singapore
Airlines Company is efficiently sustaining their growth in the market with the help of their
qualified human resource and capabilities. The report talks and the managerial human resource
and service communication etc. activities with the help of which the organization earned
goodwill. More details about the report are discussed below:

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Contents
Executive Summary.....................................................................................................................................1
Introduction.................................................................................................................................................1
Company Background..................................................................................................................................2
Excellence of Singapore Airlines in Service management industry..............................................................3
Managing People.....................................................................................................................................4
Customer Relationship Management......................................................................................................4
Service communication...........................................................................................................................6
Performance Measurement....................................................................................................................7
Monitoring and evaluation of service......................................................................................................8
Conclusion and Recommendation...............................................................................................................8
References.................................................................................................................................................11
Appendices................................................................................................................................................14

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Introduction
The purpose of this report is to provide a brief overview to the senior level executives of the
organization. The report explains about the service management activities presented in the
external environment. Further the task explains detailed information about the Singapore Airlines
company and how they excelled in their service management target market with the use of their
own efficiencies and human resource present in the organization (Eaton 2017).
Service industry refers to the industry which provides service to the market, the company does
not provide any provide to the customers in the market. The task shows the particular field in
which the company has graced with its efficient human resource. It shall be noted that service
industry does not provide any product on which the customer relies their expectation and
satisfaction level, so the company needs to provide adequate services to the customers so that
they can achieve brand image in the target market (Chao, and Kao 2015). So, the theme of the
report is to show the activities of the company on the below mentioned sectors present in the
service management industry with the help of which they aced their market. Further details about
the task are discussed below:
Company Background
Singapore Airlines (SIA) is an internationally recognized company involved in providing
Airlines services to the world. The company recognized as one of the leading carrier in the
world. It has a route network of around 90 cities in more than 40 countries. SIA is regarded as
the world largest operator of Boeing 747-400s and provide services as a modern fleet in the
airlines industry. Also the company provides frees services to its customers during the flights as

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well like free drinks, brunch and headsets as well. The company is setting the standards all
around the world with their innovations like KrisWorld interactive entertainment system (Gittell,
et. al., 2015).
The company is major carrier in the Pacific region with the route from Europe to North America.
The company is 54% owned by the Singapore Government with a minor shareholding of Delta
Airlines and Swissair. The company is a major route for transit point for people who travel to
areas of Far East. The fact shall be noted that in crucial times of recession also, the company
managed to make consistent profits for them while other competitors were going under debts at
that time (Appendices 2). The youngest aircraft of Singapore Airlines Company is 106 aircraft
which is of seven years (Singapore Air, 2017).
Excellence of Singapore Airlines in Service management industry
Talking about the service management industry it shall be noted that it is noted that it is not easy
for organizations to initiate their effectiveness in the service management industry as services
cannot be measured n number for the purpose of satisfaction of the customers. So it is very
difficult for such companies to initiate their success in the target market as there are many factors
to considering while looking at the success of an organization (Connell, Burgess, and Waring
2017).
Further talking about the airlines industry it shall be noted that now days there is presence of
tough competition in the external due to which no organization is giving space to other
competitor to move, but the company while successfully satisfy the expectations of the
employees achieve growth and success. There are many aspects to measure the excellence of a
service management company to measure its excellence in the target market but the most

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important aspect which can help the marketer to analyze the excellence of the companies can be
calculate with analyzing the satisfaction level of the customers present in the target market who
are attaining their services. More satisfaction, more excellence achieved and vice versa
(Heracleous, and Wirtz 2010).
Further it shall be noted that Singapore airlines successfully achieved their defined goals in the
target market and is an all-rounder in providing services to the customers in the target market.
The company is not online acing the market because they are providing good airlines services in
the market, but Singapore Airlines has conquered the market because it provides all types of
services it the customers which drive better satisfaction for them (Heracleous, and Wirtz 2012).
Further details about the achievement and the activities of Singapore Airlines are discussed
below:
Managing People
This term of service management industry includes the process of managing both human
resource of the company and the customers and client of the company as well. Talking about the
customers of the company, the growth of the company clearly tells that the customers are
satisfied with the activities of the organization in the target market. In the previous year,
Singapore Airlines earned revenue of S $15.228 billion which is an optimum amount to show
that the customers of the company are making repetitive sales and are happy with the services
provided by the company (Heracleous, and Wirtz 2014). Further it shall be noted that most of the
people love to travel in business class in Singapore Airlines as the company has a positive vibe
and aura due to which they get attracted towards their services (Appendices 3).

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Further talking about the human resource of SIA, it shall be noted that the company is a
diversified family of around 24574 employees working with them. And the fact shall also be
remarked that the management is working well to support the employees and help them to
achieve better level of satisfaction as well. Talking about the jobs in this company, it is signified
that SIA has one of the most demanding jobs in the whole world (Yu, Chen, and Chiang 2017).
All people want to become a part of this company as they management of the company provide
such satisfactory services to them. One of the best qualities of the management is that they
believe in rewarding the employees in both monetary and non-monetary terms. This helps the
employees to get financial assistance along with motivation to work more as well. Thus, in this
way the organization manages people connected with their working (Heshmati, and Kim 2016).
Customer Relationship Management
About Singapore Airlines, the fact which was accounted that despite of the pressure inputted by
the competitors present in the society, the company as major occupied by the pressure of the
client which they lay on them. The client and customers of the company have sky high
expectations from the company they will achieve their targets according to their brand image.
Under the process of customer relationship management, the company supports the
organizational process of value proposition to gain advantage. This phase helps the organization
to fully concentrate on the creation better experiences for the customers by consistently using
their resources to achieve effectiveness for the employees (Jain 2015).
The company utilized the customer centric approach to ace the target market. The company
utilizes the strategy of targeting the customers on the basis of their cultural values inherited in
their nature. With the help of that information, the company created brand loyalty with the
customers which increased their level of satisfaction as well (Zentner 2016). Four realms of

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customer experience were identified which involved the relationship management of the
company with the customers of the company. Absorption, active participation, immersion and
passive participation are the four aspects on the basis of which relationship of the company was
compared with the customers. Esthetic experience derived to the customers is regarded as the
best which provide delightful experiences to them with their airlines services (Karatepe, and
Vatankhah 2014).
Lastly, it shall be noted that Singapore Airlines is constantly aiming to improve flight attendant
abilities to provide products and services to the customers according to the reputation of the
company in the market; this factor is regarded as the key driver of their relationship (Appendices
1). Thus, it shall be noted that the qualified personnel of the company helps them to maintain
good customer relationship. Also the relation is maintain and refined through feedback of
satisfaction which give better results (Kaufman 2017).
Service communication
Service communication refers to the process communicating to other regarding the service
rendered by the company. Services that are offered in the market depend upon their
differentiation present in them, further it also depends upon the offline and online level store. But
it shall be noted that services communication lays major impact on the success of the company as
it helps people to gain knowledge about the product and services offered by the organization and
view its features as well (Wirtz, Tuzovic, and Kuppelwieser 2014). Further it shall also be note
that just as communication play a major role in enhancing in internal communication, similarly
external communication in the organization also enhanced with the initiation of communication.
Such type of communication includes advertisement and promotion plans of the organization
which help them to communicate about their service in the target market (Lim, and Tkaczynski

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2017). The company adequately advertises their “Singapore Girl” who shows her happiness
while flying with the company, this notion helps the customers to realize the value of services
which the company provides in the target market. Further in accordance to the customer service
culture the company also initiate an easy talk to help the customers get better level of satisfaction
from the services. Clarity in commitment is maintain by the organization while flying or while
promoting the services of the company which shows their solidarity initiate action plan which
drive satisfaction of customers. Resulting to which, the SIA is regularly earning huge profit in
the target market. The Singapore Girl is the best used model which tells people about the new
airplanes and destinations provided by the company (Low, and Lee 2014).
Further the fact shall be noted that the brand image of the company says that they provide high
quality services with great level of entertainment services in the market. For the purpose of
which the SIA Girls correctly portray the image in the market which attract the right customers
demanded by the company. Thus, in this way efficient communication leads to achievement of
excellence for the company in the external market (Pang 2016).
Performance Measurement
Performance management refers to the process of reviewing the employees and then managing
different types of performances and rewarding them accordingly. The fact shall be noted that no
organization can gain excellence without dissatisfying the employees of the company. So, the
company Singapore Airline has earned goodwill in the target market because of its valuable
employees. In accordance to which, it is mandatory for the company to reward the employees
who help them to attain success in the target market (Wirtz, Heracleous, and Pangarkar 2008).
The management of SIA has defined parameters to assess the efficiency of the employees to
work in the company. The HR manager of the company analyses and evaluates the work

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performed by the company and motivates them to work more. Further depending upon the
quality of services provided by the employees the company provide them monetary and non-
monetary rewards. Such rewards help the employees to increase their efficiency and motivate
them to achieve their personal goals along with organizational goals as well (Reference for
Business 2017).
Further the best service which the company provides to the employees is that they provide them
quality training services and initiate conversation to understand and solve their issues. Resulting
to which, the employees also positively respond to the organization (Migacz, Zou, and Petrick
2017). Also Singapore Airlines successfully achieved Holy Grail of strategic success and
sustainable competitive advantage. As the company providing high value to the customers in the
market, but the high value of the company does not given high value of cost to the customers. In
simple words it shall be noted that the company manages their performance in market by initiate
cost-effectiveness in their business structure (Hapsari, et. al., 2017).
Monitoring and evaluation of service
Initially the company builds high performance team to empower their employees to work
efficiently in the target market. The company invested on training and retraining of employees to
inculcate efficiency in them so that they employees can provide better results to the company.
They also provided efficiency to the front line officers so that they can provide better results to
the customers of the organization (Wirtz, and Heracleous 2016).
Then the managerial team of the organization developed the parameters to monitor and evaluate
the activities initiated by the company. As it is noted that the organization is involved in
delivering high quality services to the company so the managers also monitor and evaluate the

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growth of the company and employees as well. The level of productivity is decided on the basis
of which the performance of the organization is compared, use of sufficient resource tells about
the growth of the company so this also a way through which the company evaluate the growth of
the whole organization in wider context. Further the employees’ activities are monitored and
evaluated on the basis of their performance evaluation method. The company earned excellence
in the market because it uses simplified techniques to measure and monitor the growth depending
upon the vision and mission of the organization (Wensveen 2016).
Conclusion and Recommendation
Thus, in the limelight of above mentioned events the facts that shall be noted is that the
organization Singapore Airline focused on their human resource and capabilities and vision
mission to successfully achieve growth in the competitive market. The company never lost its
pace in the market because it focused on their efficiency and high value creation in organization.
Further the company also focused on providing quality services to the customers so as to gain
competitive advantage in the target market. The best services which the organization provides
due to which they earned excellence are that the organization supplies additional and
complimentary services to the customers on board. Thus, due to which practices the organization
receives excellence in the market. Further few recommendations to the company is discussed
below:
 Delivering highest quality is the mission of the organization. For this purpose the
organization shall constant look for ways and resources with the help of which they can
gain more profit for the company.

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 Apart from creating business class experiences better, the organization shall also focus on
economic class. With this process they can earn greater level of profit ad attract more
customers in the market. This process will also help the organization to create diversified
brand image in the target market.
 The customers of the company who make repeated sales shall be given discounts on
travelling and other allowances a well so as to maximize their level of satisfaction with
the organization. A feedback form shall be filled by the customers of the organization
regarding their experiences with the company while travelling (Heizer 2016). This will
help the organization to analyze and evaluate the areas where the company is working
absolutely fine and the areas where the organization needs to monitor their growth.
 Same feedback form shall be filled by the employees in the organization so as to monitor
the level of satisfaction derived to the employees in the organization. This will help the
management to monitor and evaluate the performance of the employees in a better way.
 Lastly, the company shall focus on expanding their areas of work by developing new
channel routes all around the world.