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Singapore Airlines: Managing Human Resources for Cost-Effective Service Excellence

In: Services Marketing People Technology Strategy

Author

Listed:
  • Jochen Wirtz
  • Loizos Heracleous

Abstract

Singapore Airlines (SIA) has managed and organized its human resources to achieve sustainable competitive advantage and outperform other airlines in its peer group for decades. The case describes the role of human resources in SIA’s pursuit of the apparent conflicting objectives of service excellence and cost-effectiveness at the same time through its approach to recruitment, selection, training, motivation, and retention of its employees…

Suggested Citation

  • Jochen Wirtz & Loizos Heracleous, 2021. "Singapore Airlines: Managing Human Resources for Cost-Effective Service Excellence," World Scientific Book Chapters, in: Services Marketing People Technology Strategy, chapter 26, pages 580-588, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9781944659806_0026
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    More about this item

    Keywords

    Services Marketing; Service Operations; Marketing; Consumer Behavior; Positioning Services; Service Process; Pricing; Revenue Management; Service Environment; Service Advantage; Customer Relationships; Customer Loyalty; Complaint Handling; Service Recovery; Service Excellence; Service Quality; Service Productivity; Service Leadership;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • L8 - Industrial Organization - - Industry Studies: Services
    • O14 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Industrialization; Manufacturing and Service Industries; Choice of Technology

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