Managing human resources for service excellence and cost effectiveness at Singapore Airlines
- 25 January 2008
- journal article
- Published by Emerald in Managing Service Quality: An International Journal
- Vol. 18 (1), 4-19
- https://doi.org/10.1108/09604520810842812
Abstract
PurposeThe purpose of this paper is to explore the nature of Singapore Airline's human resource (HR) management practices that enable the company to deliver consistent service excellence in an efficient manner and achieve sustainable competitive advantage.Design/methodology/approachThe paper presents an in‐depth case study based on primary and secondary data, and especially in‐depth interviews of senior management and senior flight crew.FindingsThe study finds that Singapore Airlines' HR practices involve stringent selection and recruitment processes, extensive training and retraining, successful service delivery teams, empowerment of front‐line staff to control service quality, and motivating staff through rewards and recognition.Practical implicationsThis research has implications for organisations that aim to deliver consistent service excellence, by outlining HR practices that assist in this goal; and for senior management, particularly highlighting the importance and contribution of HR to competitive advantage, and the importance of strategic alignment between functional strategies and business‐level strategies.Originality/valueThe paper contributes to the understanding of how HR practices contribute to service excellence and competitive advantage, this being a key dimension of strategic alignment.Keywords
This publication has 14 references indexed in Scilit:
- Biometrics: the next frontier in service excellence, productivity and security in the service sectorManaging Service Quality: An International Journal, 2006
- Kung‐fu service development at Singapore AirlinesBusiness Strategy Review, 2005
- Cost-Effective Service Excellence: Lessons from Singapore AirlinesBusiness Strategy Review, 2004
- The influence of employee organizational citizenship behavior on customer loyaltyInternational Journal of Service Industry Management, 2004
- Customer relationships with service personnel: do we measure closeness, quality or strength?Journal of Business Research, 2001
- Beyond Singapore Girl – Grand and product/service differentiation strategies in the new millenniumJournal of Management Development, 2000
- The story of Singapore Airlines and the Singapore GirlJournal of Management Development, 2000
- TECHNICAL AND STRATEGIC HUMAN RESOURCES MANAGEMENT EFFECTIVENESS AS DETERMINANTS OF FIRM PERFORMANCE.The Academy of Management Journal, 1997
- The service organization: Human resources management is crucialOrganizational Dynamics, 1993
- On the Folly of Rewarding A, While Hoping for B.The Academy of Management Journal, 1975