ABSTRACT
Mark Lee, president of Singapore Airlines (SIA), sat at his desk early Monday morning reflecting upon the intense competition within his industry, a factor driving the need to continuously improve service excellence, SIA had for years been the leader in service excellence—the walls of his office were covered with awards to prove it. Most recently, Euromoney’s 1990 Business Travel Survey listed the company, along with Swiss Air and British Airways, as one of the top three airlines in the world. He knew, however, that getting to the top was the easy part, staying there was another story.
