When some commented that standard had drop what does it refer to? SQ Vs SQ or SQ Vs Others? Hardware or the human touch? Hardware in SQ had improve a lot since air travel began. Food had became better, baggage allowance had increase, on time arrival almost 90% of the time, thank god to the in flight entertainment which is a vast improvement to the past. Of course we loss out to the Middle eastern countries as they fly on free fuel and have a bottomless budget. With money you can have the best and give the best ! Best Hardware, best staff, best food, best Aircraft.... Best comes with money, no money then don't talk about wanting to be the best, it's not going to happen. Look at the best team in Football league around the world, the top teams are the one with rich owners.
When you fly budget you had a mindset that you paid lesser and get the same over all services therefore SQ standard had drop. If you paid the same amount as SQ you would have said, I might as well fly SQ... When the flight delay or get grounded you will start to appreciated what SQ will do for you compared to the budget airline which most of the time will leave you alone finding your own way out.
I have heard so many Caucasian praising the Cabin Crew after a flight on how much they had enjoy their flight but never once from an Asian Pax. I am not sure of the reason. Is it because Asian have high level of expectation or they are more reserve and don't express their satisfaction regarding the flight.
Everyone like to compare last time and now but they are various factor that you have to take into consideration before making a fair comparison. Many airline modelled their service procedure and Hardware according to SQ in the past. Now that everyone is providing at the same level of standard, it gives an impression that SQ standard has drop.
What I can say is the young generation now no loner stays long as a Cabin Crew, the situation and environment now also does not encourage them to do so. As a result the Airline losses experience crew to maintain the high level of standard or service delivery. You cannot compare a Crew with less then 2 years of experience to a crew with 5 years of experience. Moral of the senior staff is also a critical factor to provide consistent high level of standard without them slacking.
Management in the past work towards customer satisfaction and profit. Management now are more interested in their own KPI as its a big factor to determine their bonuses which goes into the Million dollars. They also stay shorter in each department and appointment. This created a mind set in them to make as much as they can before they move on leaving their baby to the next nanny. They have no interest in the staff as they are only a part time nanny of 5 years, they do not genuinely care for them resulting in low morale therefore low productivity or so call standards.
Anyway the article mention Brand value had drop and not service standard had drop. Brand value drop as the profit dropped compared to the past. As mention above, competition is fierce when you are fighting with Airline that have no budget or airline that's on full budget and don't mind making a small profit.
End of the day you have a choice, fly budget if you are happy or go for better all round coverage with Full service Airlines. Why many complain so much and still fly with the same Airline? Is it deep down inside they know that it still has the better price, service, food or connecting time etc etc... If there is really a better one I will move on and if I complain it's because I wish they can change to suit me so that I can go back fly with them or maybe when I am a share holder of the company and don't wish to give up my investment in the company. Remember, you don't need to fly in an Airline that you don't like.