Singapore Post Ltd.: Recurrent Service Failures (Simplified Chinese version)
(6 pages of text)
Case (Pub Mat)
For 160 years, Singapore Post had been one of Singapore’s main postal service providers, delivering trusted and reliable postal services to homes and businesses. However, in 2019, Singapore Post was plagued by recent service lapses and operational problems, which had elicited customer complaints and concern from various stakeholders. Singapore Post was also facing increasing pressure from rising customer expectations, surging mail volumes, and the growing popularity of e-commerce. In response, Singapore Post pursued several initiatives to improve service operations and maintain its competitiveness in the postal industry. However, the company needed to devise a long-term plan to address recent problems, market changes, and deeply-rooted operational issues—and to regain consumer confidence over the long term.
This case is recommended for both undergraduate- and graduate-level courses covering topics of service strategy and quality, service encounters, and related management issues.
The case primarily explores a company's service failures, their causes, the effectiveness of response, and the adequacy of initiatives to improve the situation. On a broader scale, it highlights the importance of reacting in a timely and proper manner following a lapse in service. After working through the case and assignments questions, students should be able to:
- identify underlying factors that can lead to a company's multiple service failures and apply the service gap model to explain service lapses;
- evaluate the company's response to service lapses and suggest improvement using a service recovery framework; and
- describe the service profit chain and draw links on how it can improve performance.
Singapore, Large, 2019
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