Singapore Airlines: Delivering Cost-Effective Service Excellence - Part 1

[@abhaybagra8953]

I didn't get the exact meaning of dual culture ...what is forword and backward office ?!!

[@ProfessorJochenWirtz]

front office = customer facing; back office is parts of the firm and processes that are not visible to the customer. You can download the PDFs that explain this in more detail - scroll down the website where the PDFs are available - www.researchgate.net/project/Cost-Effective-Service-Excellence .