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    United Airline Case Marketing of Services Submitted by Subham Chakraborty PGDM Sap 0191PGM002

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    Subham Chakraborty
    The document discusses a service failure incident on United flight 3411 where a passenger was forcibly removed from an overbooked flight. It then discusses customer expectations of airlines, the importance of customer satisfaction and CRM, defines service failure and the gap model of service quality, and provides recommendations for how United can prevent future incidents and rebuild its brand image.

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    United Airline Case Marketing of Services Submitted by Subham Chakraborty PGDM Sap 0191PGM002

    Uploaded by

    Subham Chakraborty
    244 views7 pages
    The document discusses a service failure incident on United flight 3411 where a passenger was forcibly removed from an overbooked flight. It then discusses customer expectations of airlines, the importance of customer satisfaction and CRM, defines service failure and the gap model of service quality, and provides recommendations for how United can prevent future incidents and rebuild its brand image.

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    The document discusses a service failure incident on United flight 3411 where a passenger was forcibly removed from an overbooked flight. It then discusses customer expectations of airlines, the importance of customer satisfaction and CRM, defines service failure and the gap model of service quality, and provides recommendations for how United can prevent future incidents and rebuild its brand image.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    244 views7 pages

    United Airline Case Marketing of Services Submitted by Subham Chakraborty PGDM Sap 0191PGM002

    Uploaded by

    Subham Chakraborty
    The document discusses a service failure incident on United flight 3411 where a passenger was forcibly removed from an overbooked flight. It then discusses customer expectations of airlines, the importance of customer satisfaction and CRM, defines service failure and the gap model of service quality, and provides recommendations for how United can prevent future incidents and rebuild its brand image.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
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    The key takeaways are that United flight 3411 was overbooked and when no passengers voluntarily gave up their seats, the airline forcibly removed a passenger, Dr. Dao, which damaged United's brand image. This highlights the importance of customer satisfaction and proper employee training.

    United flight 3411 was overbooked and when no passengers voluntarily gave up their seats, the airline forcibly removed a passenger, Dr. Dao, from the plane, which was captured on video and widely shared.

    Customers expect premier services, personalized customer service, on-time flights, airport check-in kiosks, good in-flight service, and leg room based on United's status as a major airline and winner of best frequent flyer program awards. These expectations have developed over time with United's growth and success.

    United Airline Case

    MARKETING OF SERVICES
    SUBMITTED BY
    SUBHAM CHAKRABORTY
    PGDM SAP
    0191PGM002
    Q=1 What happened on United flight 3411?

    • United Flight 3411 was over booked and customers were asked to
    voluntarily give up their seats for some compensation of $800. When no
    one did, the airline chose four passengers to leave the plane and forcibly
    dragged out Dr. Dao who refused to leave the plane. The flight’s crew
    lacked proper training how to interact with customers in such instance.
    Additionally, the freedom to be creative is not given to employees. The
    management of United is responsible for what happened on flight 3411.
    Q=2 What service expectations do customers have of airlines such as
    United? How did these expectations develop over time?

    • For a company flying approximately 143 million passengers a year and winning the
    “Best Overall Frequent Flyer Program” for about 12 years in a row, customers’
    expectations are usually very high. Customers would expect premier services with
    United airline having their best interest in mind. From the point where they placed
    an order for a ticket, one would expect some level of personalized customer
    service.
    Q=3 Discuss the importance of customer satisfaction and CRM for airlines such as
    United. Broadly classify the areas where CRM plays an important role in the aviation
    industry.

    • Customer satisfaction should always be a top priority for an airline like United.
    United is aware that an unhappy customer will lead to a downward shift in
    revenue. Customer experience to include on-time flights, availability of airport
    kiosks for check-in services, good in-flight service and more leg room will obviously
    be important for United. Additionally, with a company with many awards for “Best
    Overall Frequent Flyer” I would note that customer relationship will be as
    important as every other factor mentioned earlier.
    Q=4 What is service failure? Suggest a plan for a root cause analysis of service
    failure. Discuss the gap model of service quality to highlight the various instances of
    service failure in this case.

    • A service failure is an example of what took place on United flight 3411.


    Passengers booked their flight and expected to fly to their destination without
    inconvenience. Below is an example of a plan for root cause analysis of a service
    failure:
    • • The first thing to do in establishing the root cause is know what the service
    failure is
    • • Secondly, we dive into why did it happen (5 whys approach to establishing root
    cause)
    • • Lastly, we take preventative steps to prevent said service failure from taking
    place
    Q=5 How can United prevent such incidents from occurring in the
    future?
    • I will consider 4 ways United can prevent Flight 3411 incident from occurring in the
    future.

    • 1. Increase incentives for customers who might want to give up their seats
    voluntarily

    • 2. Be proactive by asking customers if they would like to give up their seats for
    compensation before check-in.

    • 3. Train flights crew how to handle situations like what happened on flight 3411

    • 4. Stop the unnecessary overbooking of flights and focus more on recovering lost
    revenue through the transportation of cargo
    Q=6What steps can United take to rebuild its tarnished brand image?

    • United should take the following steps to rebuild its tarnished brand image:

    • 1. Acknowledge that their process of premier service failed their customers

    • 2. Take full responsibility for the failed service

    • 3. Inform customers of what led to the failure

    • 4. Communicate with customers on the plan to improve service delivery

    • 5. Create a customer driven service plan

    • 6. Do everything humanly possible to ensure customers are getting the best


    service going forward.

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