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Essay / Research Paper Abstract
This 10 page paper considers the operational aspects associated with Singapore Airlines and their cabin crew. The paper is written in four parts, dealing with job design and analysis, service operations, product design and variety and quality management. The bibliography cites 8 sources.
Page Count:
10 pages (~225 words per page)
File: TS14_TEsingcabin.rtf
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Unformatted sample text from the term paper:
such the customer satisfaction levels as well as have a potential impact on issues such as costs and profitability. For some firms, such as Singapore Air, the way that the
job of some of the employees is designed and performed is key to the competitive advantages of the company. Therefore, looking at the job design and the product analysis
can help to increase understanding of the approaches and strategies used by the firm. The way Singapore Airlines competes heavily reflects the staff, particularly the cabin crew. One of
the main marketing campaigns that helped to create differentiation is reliant in the cabin crew and the way they perform their jobs. The Singapore Girl campaign which created worldwide recognition
for the image of Singapore Airlines and even saw the hostess model for a waxwork model in Madame Taussards waxwork museum, with the marketing images used to used to show
happy passengers and the appearance of the airline as neat and attractive; when combined with images of the service this was aimed at proving the quality. The underlying message is
that of the service to be this good the support mechanisms must also be quality. The job design has to provide this source of differentiation. The theory of
job design has been in place for many years, according to this concept employees are most likely to be motivated in jobs where they feel that they are making a
difference, and the way this drop is designed should have this in mind, in order to maximize motivation, and as such productivity and general positive employment behavioral traits. Robbins at
al (1999) state that "job design refers to the way tasks are combined to form complete jobs". Where job design principles are out into action the employees will
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