Cost-Effective Service Excellence: Lessons from Singapore Airlines

6 Pages Posted: 29 Mar 2004

See all articles by Loizos Th. Heracleous

Loizos Th. Heracleous

University of Oxford - Strategy and Organisation

Jochen Wirtz

National University of Singapore (NUS) - NUS Business School

Robert Johnston

University of Warwick - Warwick Business School

Abstract

Singapore Airlines is well known as a paragon of in-flight service. It is also a remarkably efficient and profitable airline and has been for decades. Loizos Heracleous, Jochen Wirtz and Robert Johnston explain how it combines service excellence with cost effectiveness.

Singapore Airlines (SIA) has achieved the Holy Grail of strategic success: sustainable competitive advantage. It has consistently outperformed its competitors throughout its 30-year history. In addition, it has always achieved substantial returns in an industry plagued by intermittent periods of disastrous under-performance (see Table 1).

Suggested Citation

Heracleous, Loizos Th. and Wirtz, Jochen and Johnston, Robert, Cost-Effective Service Excellence: Lessons from Singapore Airlines. Business Strategy Review, Vol. 15, pp. 33-38, March 2004. Available at SSRN: https://ssrn.com/abstract=513388

Loizos Th. Heracleous (Contact Author)

University of Oxford - Strategy and Organisation ( email )

Templeton College
Oxford OX1 3JP
United Kingdom

Jochen Wirtz

National University of Singapore (NUS) - NUS Business School ( email )

1 Business Link
Singapore, 117592
Singapore
65 6874-3656 (Phone)
65 6779-5941 (Fax)

Robert Johnston

University of Warwick - Warwick Business School ( email )

Coventry CV4 7AL
United Kingdom
+44 1203 524218 (Phone)
+44 1203 524967 (Fax)

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