As for focus and specialization, I believe SIA can be rated 9 on a
scale of 1 to 10. There is no doubt that the airline company has stayed
focused on its mission to be the top airline for customer service. For the
awards and accolades the company has received, one is inclined to believe
that without specialization and focus, a company is not likely to gain wide
support from the industry and media organizations (see the latest, Appendix
Table A4). As written by one SIA passenger (Smith, 2005), one of the
main reasons SIA provides superior service is because they only hire people
who enjoy a service role – enjoy serving others.