Singapore Airlines: Managing Human Resources

Please answer the following questions about the below article 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: http://youtu.be/fNEJrd6GkSY (Across the World with the Singapore Girl) and http://youtu.be/P5sGKR6NJBw (Singapore Airlines SQ Girl), and discuss your perceptions of these videos from an HRM standpoint.

Bring in at least 2 library sources to help strengthen your discussion.

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. Retrieved from http://docplayer.net/2716897-Singapore-airlines-managing-human-resources-for-cost-effective-service-excellence.html

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