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Essay Available:
Pages:
2 pages/≈550 words
Sources:
1 Source
Style:
APA
Subject:
Business & Marketing
Type:
Essay
Language:
English (U.S.)
Document:
MS Word
Date:
Total cost:
$ 8.64
Topic:

Service Failures at United Airlines Flight 3411

Essay Instructions:

Case Study: HBR Case Study: David Dao on United Airlines
Deliverable: Use Microsoft Word only. Pages will not be accepted. 3 pages maximum. This paper is single-spaced using 11-point font Ariel ONLY. Do not use any other font.
Case Study Prep: To prepare for this assignment, read the questions below and then skim the case once to get an overview. Afterward, re-read the case more carefully for details so you can answer the questions completely.
The purpose of the case is to understand the critical issues while eliminating any extraneous details. Like real business situations, the cases give you more information than you need. You need to understand what information is relevant for a given context.
Make sure you are not using any outside material to help you with this case. Use only the facts given in this case and what you understand from class readings and discussion. Do not surf the web for outside answers, look at other sources, or share your work/collaborate with other students in the course. This is an independent assignment and as the honor code applies suspected similarity in work will be referred to the Academic Integrity Committee (AIC).
Some of these questions, like in real business situations do not have clear answers but require you to develop a position and argument that can be defended to defend your position. However, there are answers that are better reasoned than other answers.
Make sure that you can FACTUALLY defend your answers using facts from the case.
In a variety of industries, we use quantitative and qualitative proof if available in the case to make a case. Therefore, cite facts from the case to draw conclusions and recommendations. This means you're required to use APA in-text citation and referencing in your submission. Incorrect APA use or a Turn It In similarity score of 15% or higher will be flagged and reviewed for plagiarism by the Academic Integrity Committee (AIC).
Questions
What happened on UA flight 3411 and what were the causes of service failures?
What service expectations do customers have of Airlines such as UA? How did these expectations develop over time?
What steps can UA take to rebuild its tarnished brand image?

Essay Sample Content Preview:

United Airlines Case Study Write-up
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United Airlines Case Study Write-up
The events of 9th April 2017 were a significant setback for United Airlines (UA). On that fateful day, the airline needed to bump four passengers from UA flight 3411 into another flight to create space for four staff members (Puri et al., 2018). Despite offering the passengers vouchers as compensation for four of them to leave the flight voluntarily, no one was willing. The crew, therefore, used a computer algorithm that would randomly select four passengers who would have to involuntarily depart and move to the next scheduled flight (Puri et al., 2018). Three of the passengers who were selected randomly left the flight, while the fourth one refused to depart. Therefore, an aviation officer forcefully dragged the fourth passenger from the flight undignifiedly, leaving him bruised. According to Puri et al. (2018), the scenario was captured and surfaced on social media, causing UA to lose a significant number of its customers and good reputation.
There were several causes of service failures from this incident. First, UA displayed an ineffective public relations approach that caused the social uproar to escalate. The United Airlines CEO released his first statement the following day after the incident and used terms that the social media community found relatively insensitive and unacceptable. One such term was ‘re-accommodating’ the four passengers in his apology (Puri et al., 2018). Secondly, the CEO attempted to downplay the negative incident through his statement to his employees, stating that they had followed protocol and that the customer who was dragged was disruptive (Puri et al., 2018). Unfortunately, the statement was symbolically equivalent to adding salt to an open wound since the online uproar and the airline&rsq...
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