This is a case study .. you have to read the whole case and attempt these following 7 questions , they are also placed on page 596 on right hand side.
1. Describe what is so special about SIA’s five elements of its successful HR practices?
2. Evaluate the effectiveness of each element’s contribution toward SIA’s leadership in service excellence and cost- effectiveness.
3. Despite evidence that such practices help service firms achieve higher company performance, many organizations have not managed to execute them as effectively. Why do you think that is the case?
4. Why do you think are US full-service airlines 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?
5. Some of SIA’s HR practices would be illegal in the United States and Europe (e.g., making renewal of contracts dependent on employees maintaining their body weight; or having all its cabin crew on time- based contracts that are renewable every five years). Is this fair competition (i.e., desired competition between regulatory frameworks, as was favored by Margaret Thatcher, former prime minister of the United Kingdom), or is it arbitration of regulatory environments that encourage a “race to the bottom” in terms of employee rights?
6. How do people feel if they are working in a culture that focuses so intensely on customers, but cuts costs to the bone internally?
7. View http://youtu.be/fNEJrd6GkSY (Across the World with the Singapore Girl) and http://youtu.be/ P5sGKR6NJBw (Singapore Airlines SQ Girl), and discuss how these videos are perceived by SIA cabin crew
