Health Organization Case Study

Max Points: 200Details: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 Turnitin. Please refer to the directions in the Student Success Center.NRS451V.R.SingaporeAirlinesCaseStudy_Student_02-04-13.docxApply RubricsHealth Organization Case Study 1Unsatisfactory0.00%2Less than Satisfactory75.00%3Satisfactory79.00%4Good89.00%5Excellent100.00%80.0 %Content 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 decadeCase 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.10.0 %Case study includes a strategic plan that addresses issues pertaining to network growthCase 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.10.0 %Case study includes a strategic plan that addresses issues pertaining to nurse staffingCase 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.10.0 %Case study includes a strategic plan that addresses issues pertaining to resource managementCase 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.10.0 %Case study include a strategic plan that addresses issues pertaining to patient satisfactionCase 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.5.0 %Essay provides comparison between health care organization or network and Singapore AirlinesA 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.5.0 %Cultural issues that may influence practices are discussedCultural 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.15.0 %Organization and Effectiveness 5.0 %Thesis Development and PurposePaper 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.15.0 %Organization and Effectiveness 5.0 %Paragraph Development and TransitionsParagraphs 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.15.0 %Organization and Effectiveness 5.0 %Mechanics of Writing (includes spelling, punctuation, grammar, language use)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 audience-appropriate 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.5.0 %Format 2.0 %Paper Format (use of appropriate style for the major and assignment)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.3.0 %Research Citations (In-text citations for paraphrasing and direct quotes, and reference page listing and formatting, as appropriate to assignment)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.
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NRS-451V 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 in-flight 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 on-boarding, 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 on-going plan of evaluation, communication, and
development, the workforce was well-positioned 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, well-qualified 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.
© 2013. Grand Canyon University. All Rights Reserved.

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