The mission is to meet the needs of customers beyond their dreams!
By 1979, SIA became the ninth largest airline in the world, up from the 57th position
prior to its spin-off from MSA, achieved due to a continuous average annual growth
rate of 46% over its initial seven-year period (Harvard Business School, 1989, cited
in Chan, 2000a). The raison d’etre for SIA was service, and at the heart of its
service reputations is the “Singapore Girl” (Chan, 2000a)