Question: Please answer the following questions in a well-integrated essay:
1. Why do you think U.S. full-service airlines are largely undifferentiated, low-quality providers? What are the reasons that none of the full-service airlines positioned itself and delivers as a high service quality provider?
2. How might people feel if they are working in a culture that focuses so intensely on customers, but cuts costs to the bone internally?
3. View you tube video: Across the World with the Singapore Girl (by SingaporeAirlines11) and Singapore Airlines SQ Girl (by xxquiker), and discuss your perceptions of these videos from an HRM standpoint.
Bring in at least 2 library sources to help strengthen your discussion.
Your paper should be at least 2-3 pages, (not including the cover sheet and reference list). Deal with these issues in an integrated fashion, not as a series of individual questions.
Wirtz, J., & Heracleous, L. (2012). Singapore Airlines: Managing human resources for cost-effective service excellence.