MOST business executives know that service is important, but just half of them are willing to raise standards, according to a government survey.

Service with a smile: The Workforce Development Agency says it will now target executives in order to boost the service quality here

Workforce Development Agency (WDA) interviewed a total of 1,623 executives, service staff and customers from March to April this year to find out the impact of the 'Go-the-Extra-Mile for Service' campaign. Executives and service staff made up about half of the sample size.

Nearly all of the managerial and service staff quizzed by the Workforce Development Agency (WDA) said the campaign, which was launched in October 2005, had made them aware that service excellence was important.

But the survey also showed that only 52 per cent of managers and executives were prepared to improve service standards. 'Training and staffing add on to cost,' said Pang Shu Ming, executive director of children products retailer Mothercare.

'Unfortunately, the rents are going higher and what we can fork out for sales staff is limited,' adding that a sales job is still perceived as an 'in-between job', which makes it difficult to even retain staff.

Paul Sum, deputy chief executive officer of the Retail Academy of Singapore, said with the high turnover and rising expenses, service standards have become less of a priority.

'Companies have no choice, but to use short-term solutions such as marketing and promotions to get more customers, and keep their fingers crossed that the core staff will anchor the service level.'

Some companies in the hotel industry have also used the job-hopping mentality to their benefit, by poaching staff to save on staff training, said Phillip Quek, HR director of hotel firm Amara Singapore.

Based on the survey findings, WDA chief executive officer Ong Ye Kung said the agency would now target executives in order to boost the service quality here.

'We want to reach out to the business decision makers as they are the ones driving changes in business model, culture and mindset in their organisation,' Mr Ong said yesterday. 'Business leaders must be encouraged to put in place organisational systems and processes that enable excellent service delivery.'