What makes Singapore Airline a service champion?: Sustaining service excellence: a senior management perspective

Singapore Airlines (SIA) is consistently recognized as the world’s “best” airline. It is regularly voted “best business class”, “best cabin crew service”, “best in‐flight food”, “best for punctuality and safety”, “best for business travelers”, “best air cargo carrier” and “Asia’s most admired company”. As well as being the “best”, SIA is also one of the most profitable airlines. The company’s senior management explain how their customer service advantage has been maintained, revealing that customer satisfaction need not necessarily be traded off for profitability.