Research a health care organization or a network that spans several states within the U.S. (Example:
United Healthcare, Vanguard, Banner Healthcare, etc.).
Harvard Business Review Online and Hoover's Company Records, found in the GCU Library, are useful
sources. You may also find pertinent information on your organization's webpage.
Review "Singapore Airlines Case Study."
Prepare a 1,000-1250-word paper that focuses on the organization or network you have selected.
Your essay should assess the readiness of the health care organization or network in addressing the health
care needs of citizens in the next decade, and include a strategic plan that addresses issues pertaining to
network growth, nurse staffing, resource management, and patient satisfaction. Provide a comparison to
the health care organization or network and the Singapore Airlines. Include any cultural issues that may
influence the practices listed above.
Prepare this assignment according to the APA guidelines found in the APA Style Guide, located in the
Student Success Center. An abstract is not required.
This assignment uses a rubric. Please review the rubric prior to beginning the assignment to become
familiar with the expectations for successful completion.
You are required to submit this assignment to LopesWrite. Please refer to the directions in the Student
Success Center.
Singapore Airlines Case Study
(Student paper)
Singapore Airlines was created in 1972 following a separation from Malaysian
Airlines. In the wake of reorganization, Singapore Airlines undertook aggressive growth,
investing and trading to maximize profitability and expand market share. Through this
change, a new company philosophy emerged, “Success or failure is largely dictated by
the quality of service it provides” (Wyckoff, 1989). By reinventing the company
infrastructure and introducing new initiatives focused on excellence in customer service,
Singapore Airlines became a global leader in the service industry, elevating existing
standards among competitors.
Evaluation of Workforce Management Program
The strategy widely utilized by Singapore Airlines to ensure differentiation in an
increasingly competitive market was its attention to in-flight service. “Good flight service
[was] important in its own right and is a reflection of attention to detail throughout the
airline” (Wyckoff, 1989). This statement perpetuated the belief that excellence in service
was directly tied to the careful selection and individual performance of in-flight crews
charged with the responsibility of fulfilling the needs of individual passengers and
exuding the levels of service demanded by the organization. Applicants destined to work
as flight stewards were drawn from a very young population, typically spanning the ages
of 18-25 years of age with high school equivalency against the English system of
education. Selection of applications was competitive largely due to the degree of skill,
poise, and experience required of its candidates. These policies led to the on-boarding of
a highly skilled and youthful workforce with positive attitudes and a willingness to be
trained. Critique of this approach revealed several disadvantages. The most significant
being the potential for greater turnover when hiring a younger population as opposed to
an older, more experienced crew. Experience alone would play some role in the
development of new employees, as greater experience would bring greater poise and
confidence. However, in light of the predominant population Singapore Airlines catered
to, a younger in-flight crew would remedy the awkwardness likely to be encountered by
older clients being served by older crew members. In addition, a younger crew would
likely be more accepting of new procedures and less cynical of the requirements of
employment.
In light of the young demographic most desired in this role, recruitment, training
and “conversion” processes were both stringent and comprehensive. All aspects of inflight service, including training related to terminology, amenities and food preparation
were provided in great detail, as were training for emergency preparedness and response
to every potential scenario encountered in the air and on the ground. Formalized onboarding, training and continued development were the hallmarks of the comprehensive
workforce program. Even well into a crew member’s employment, on-going training and
cyclical evaluation provided a mechanism for employees to be aware of individual
performance and gain exposure to methods of continuous improvement. With an ongoing plan of evaluation, communication, and development, the workforce was wellpositioned for high levels of performance and quality improvements.
Though it would seem that Singapore Airlines’ work management program suited
the organization well, it greatly narrowed the pool of applicants and kept many, wellqualified and experienced candidates from positions that would create diversity among
the largely homogeneous workforce and place the organization in a better position to
serve populations whose ethnic origins were not of Asian descent. If the organization
aims to be the leader in an increasingly global marketplace, the workforce must mirror
the diverse needs and perceptions of the greater population.
Advertising Campaign
Singapore Airlines is known in the airline industry for its quality of service.
This emphasis on customer service and customer satisfaction is largely reflective of
the Asian culture for which the company embodies. Attention to detail, impeccable
presentation, and care for others are traits synonymous with countries of Asian
heritage. Similarly, Asian countries revere conservatism, organization and hierarchy
(Allik, n.d.) so, it would follow that young Asian individuals demonstrate the same
gracious, caring behaviors to others. The expectation of “gentle, courteous service”
is consistent with these norms and with the approaches taken by the organization.
So much are these standards and stereotypes linked to Asian culture and the
epitome of service, that the symbol applied to the airline is that of a young Asian
woman. This image is resoundingly more beguiling and traditional, recognized by
nearly 50% of consumers over typical marketing imparted by competitors, with a
marginal recognition of 9.6%. In light of the positive impact and recognition of the
existing marketing campaign, it was considered advisable to retain the current
marketing strategy.
Systems for Measuring Service Quality
Singapore Airlines has two primary components involved in measuring service
quality. The first is a system to measure customer complaints and compliments for every
10,000 passengers. The second measurement is a comparative rating of airline services
prepared by the International Research Associates (INRA).
The first component, customers’ complaints and compliments, stayed relatively
the same despite rapid organizational expansion. This type of analysis has shown a
generally high satisfaction level, but could be skewed due to the vast areas the complaints
and compliments could cover; from ticket sales and baggage areas to in-flight crews. To
address this concern the complaints were split between the areas. However, to get an
accurate barometer of customer satisfaction, it was recommended that the airline conduct
routine surveys of customers. Often, customers submitting comments fell into one of two
categories; those having complaints or those having compliments.
The second component to gauge customer satisfaction involved the INRA
surveys. The airline executives paid particular attention to these scores as they indicated
levels of satisfaction among the general consumer population and identified areas
requiring continuous improvement. In 1973 Singapore Airlines scored 68, in 1974 the
company scored 74 and in 1979 they scored 78. The scores of 39 other airlines
demonstrated that two other competitors, Cathy Pacific and Thai International, were
improving rapidly. This provided one indicator of competitive advantage. In order for
Singapore Airlines to stay ahead of their competitors they would need to evaluate their
position against industry leaders and determine if changes would be needed to stay
competitive, particularly with respect to customer service and customer satisfaction
(Wyckoff, 1989).
Plan to Introduce Slot Machines
Singapore Airlines has responded to many changes in order to differentiate
itself within an increasingly competitive market place. One responsive action was to
remove sleepers, replacing them with a business class section. Reactions from
consumers were less than favorable. The move strayed from what consumers came
to expect of elite levels of customer service, which were in large part, due to the
attention paid to the personal needs of its elite customers. Although intended to be
innovative and distinctive, the inclusion of slot machines on transatlantic flights was
another idea met with considerable consumer dissatisfaction. While potentially
generating a new stream of revenue, the idea only worked to incite passengers with
a new category of charges. In addition to generating cost for the consumer, the
machines took valuable space away from seats and posed problems in light of
weight restrictions (Time, 1981). These changes only compounded issues and
introduced new problems such as the potential for in-flight injury, rather than
improving in-flight services. While there was some opportunity for revenue,
initially, the gains would last for a season and were not expected to extend out into
the long-term.
Conclusion
The Singapore Airlines Case Study highlights both effective as well as ineffective
management approaches within the company. The subsequent analysis and evaluation of
company operations and strategies offer a compelling glimpse of organizational design
and leadership amid change, as well as provide a platform for future discussions of
organizational development and change management. Group evaluation of organizational
design, organizational decision-making, and organizational process at Singapore Airlines
yielded some recommendations for new approaches to address complaints, become more
mainstream in an increasingly diverse market space, and become more innovative
without losing sight of the customer service focus that has made Singapore Airlines so
successful.
Rubic Please follow and make and cite all references. Thank You
Description
Percentage
Unsatisfactory
0.00 %
Less than
Satisfactory
75.00 %
Satisfactory
79.00 %
Good
89.00 %
Excellent
100.00 %
Content
80.0
Case study assesses
the readiness of
the health care
organization or
network in
addressing the
health care needs
of citizens in the
next decade
30.0
Case study assesses
the readiness of the
health care
organization or
network in
addressing the health
care needs of
citizens in the next
decade is not
provided.
Case study assesses
the readiness of the
health care
organization or
network in
addressing the health
care needs of
citizens in the next
decade is offered;
however, relevant
information is
missing as indicated
in the assignment
instructions.
Case study assesses
the readiness of the
health care
organization or
network in
addressing the health
care needs of
citizens in the next
decade meets the
basic criteria for the
assignment as
indicated in the
assignment
instructions.
Case study assesses
the readiness of the
health care
organization or
network in
addressing the health
care needs of
citizens in the next
decade meets all
criteria for the
assignment, as
indicated in the
assignment
instructions, and is
offered in detail.
Case study assesses
the readiness of the
health care
organization or
network in
addressing the health
care needs of
citizens in the next
decade is offered in
detail, while
demonstrating higher
level thinking by
incorporating prior
learning or reflective
thought.
Case study includes
a strategic plan
that addresses
issues pertaining to
network growth
10.0
Case study including
a strategic plan that
addresses issues
pertaining to
network growth is
not provided.
Case study including
a strategic plan that
addresses issues
pertaining to
network growth is
provided; however,
relevant information
is missing as
indicated in the
assignment
instructions.
Case study including
a strategic plan that
addresses issues
pertaining to
network growth;
meets the basic
criteria for the
assignment as
indicated by the
assignment
instructions.
Case study including
a strategic plan that
addresses issues
pertaining to
network growth;
meets all criteria for
the assignment, as
indicated in the
assignment
instructions, and is
provided in detail.
Case study including
a strategic plan that
addresses issues
pertaining to
network growth; is
offered in detail,
while demonstrating
higher level thinking
by incorporating
prior learning or
reflective thought.
Case study includes
a strategic plan
that addresses
issues pertaining to
nurse staffing
10.0
Case study including
a strategic plan that
addresses issues
pertaining to nurse
staffing is not
offered.
Case study including
a strategic plan that
addresses issues
pertaining to nurse
staffing is provided;
however, relevant
information is
missing as indicated
in the assignment
instructions.
Case study including
a strategic plan that
addresses issues
pertaining to nurse
staffing meets the
basic criteria for the
assignment as
indicated in the
assignment
instructions.
Case study including
a strategic plan that
addresses issues
pertaining to nurse
staffing meets all
criteria for the
assignment, as
indicated in the
assignment
instructions, and is
provided in detail.
Case study including
a strategic plan that
addresses issues
pertaining to nurse
staffing is offered in
detail, while
demonstrating higher
level thinking by
incorporating prior
learning or reflective
thought.
Case study includes
a strategic plan
that addresses
issues pertaining to
resource
management
10.0
Case study including
a strategic plan that
addresses issues
pertaining to
resource
management is not
provided.
Case study including
a strategic plan that
addresses issues
pertaining to
resource
management is
provided; however,
relevant information
is missing as
indicated in the
assignment
instructions.
Case study including
a strategic plan that
addresses issues
pertaining to
resource
management meets
the basic criteria for
the assignment as
indicated in the
assignment
instructions.
Case study including
a strategic plan that
addresses issues
pertaining to
resource
management meets
all criteria for the
assignment, as
indicated by the
assignment
instructions, and is
provided in detail.
Case study including
a strategic plan that
addresses issues
pertaining to
resource
management is
offered in detail,
while demonstrating
higher level thinking
by incorporating
prior learning or
reflective thought.
Case study include
a strategic plan
that addresses
issues pertaining to
patient satisfaction
10.0
Case study including
a strategic plan that
addresses issues
pertaining to patient
satisfaction is not
provided.
Case study including
a strategic plan that
addresses issues
pertaining to patient
satisfaction is
provided; however,
relevant information
is missing as
indicated in the
assignment
instructions.
Case study including
a strategic plan that
addresses issues
pertaining to patient
satisfaction meets
the basic criteria for
the assignment as
indicated in the
assignment
instructions.
Case study including
a strategic plan that
addresses issues
pertaining to patient
satisfaction meets all
criteria for the
assignment, as
indicated in the
assignment
instructions, and is
provided in detail.
Case study including
a strategic plan that
addresses issues
pertaining to patient
satisfaction is
offered in detail,
while demonstrating
higher level thinking
by incorporating
prior learning or
reflective thought.
Essay provides
comparison
between health
care organization
or network and
Singapore Airlines
5.0
A comparison
between a health
care organization or
network and
Singapore Airlines is
not presented.
An incomplete
comparison between
a health care
organization or
network and
Singapore Airlines is
presented.
A summary
comparing a health
care organization or
network and
Singapore Airlines is
presented. There are
inaccuracies; more
information is
needed.
A discussion is
presented comparing
a health care
organization or
network and
Singapore Airlines.
Minor detail is
needed for clarity.
A detailed and clear
discussion is
presented comparing
a health care
organization or
network and
Singapore Airlines.
Cultural issues that
may influence
practices are
discussed
5.0
Cultural issues
influencing proposed
practices are not
presented.
Cultural issues
influencing proposed
practices are
referenced. More
information is
needed to establish
how they influence
the proposed
practices. There are
inaccuracies.
Cultural issues
influencing proposed
practices are
summarized. Some
information or
support is needed to
establish how these
influence the
proposed practices.
Cultural issues
influencing proposed
practices are
discussed. General
information and
support is provided
to establish how
these influence the
proposed practices.
Cultural issues
influencing proposed
practices are
thoroughly discussed.
Detailed information
and support is
provided to establish
how these influence
the proposed
practices.
Organization
and
Effectiveness
15.0
Thesis
Development and
Purpose
5.0
Paper lacks any
discernible overall
purpose or organizing
claim.
Thesis and/or main
claim are
insufficiently
developed and/or
vague; purpose is not
clear.
Thesis and/or main
claim are apparent
and appropriate to
purpose.
Thesis and/or main
claim are clear and
forecast the
development of the
paper. It is
descriptive and
reflective of the
arguments and
appropriate to the
purpose.
Thesis and/or main
claim are
comprehensive;
contained within the
thesis is the essence
of the paper. Thesis
statement makes the
purpose of the paper
clear.
Paragraph
Development and
Transitions
5.0
Paragraphs and
transitions
consistently lack
unity and coherence.
.No apparent
connections between
paragraphs are
established.
Transitions are
inappropriate to
purpose and scope.
Organization is
disjointed.
Some paragraphs and
transitions may lack
logical progression of
ideas, unity,
coherence, and/or
cohesiveness. Some
degree of
organization is
evident.
Paragraphs are
generally competent,
but ideas may show
some inconsistency in
organization and/or
in their relationships
to each other.
A logical progression
of ideas between
paragraphs is
apparent. Paragraphs
exhibit a unity,
coherence, and
cohesiveness. Topic
sentences and
concluding remarks
are appropriate to
purpose.
There is a
sophisticated
construction of
paragraphs and
transitions. Ideas
progress and relate
to each other.
Paragraph and
transition
construction guide
the reader.
Paragraph structure
is seamless.
Mechanics of
Writing (includes
spelling,
punctuation,
grammar, language
use)
5.0
Surface errors are
pervasive enough
that they impede
communication of
meaning.
Inappropriate word
choice and/or
sentence
construction are
used.
Frequent and
repetitive
mechanical errors
distract the reader.
Inconsistencies in
language choice
(register); sentence
structure, and/or
word choice are
present.
Some mechanical
errors or typos are
present, but are not
overly distracting to
the reader. Correct
sentence structure
and audienceappropriate language
are used.
Prose is largely free
of mechanical errors,
although a few may
be present. A variety
of sentence
structures and
effective figures of
speech are used.
Writer is clearly in
command of
standard, written,
academic English.
Format
5.0
Paper Format (use
of appropriate
style for the major
and assignment)
2.0
Template is not used
appropriately or
documentation
format is rarely
followed correctly.
Template is used,
but some elements
are missing or
mistaken; lack of
control with
formatting is
apparent.
Template is used,
and formatting is
correct, although
some minor errors
may be present.
Template is fully
used; There are
virtually no errors in
formatting style.
All format elements
are correct.
Research Citations
(In-text citations
for paraphrasing
and direct quotes,
and reference page
listing and
formatting, as
appropriate to
assignment)
3.0
No reference page is
included. No
citations are used.
Reference page is
present. Citations
are inconsistently
used.
Reference page is
included and lists
sources used in the
paper. Sources are
appropriately
documented,
although some errors
may be present.
Reference page is
present and fully
inclusive of all cited
sources.
Documentation is
appropriate and GCU
style is usually
correct.
In-text citations and
a reference page are
complete. The
documentation of
cited sources is free
of error.
Total
Percentage 100
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