United Airlines’ Service-recovery Challenge After Reputation Meltdown
商品編號：9B18A015
出版日期：2018/03/02
再版日期：2018/02/02
商品來源：
商品主題：Marketing
商品類型：Case (Pub Mat)
涵蓋議題：service recovery;customer-relationship management;customer experience;customer service
難易度：5 - MBA/Postgraduate
內容長度：9 頁
地域：United States
產業：Other Services;
事件年度：2017
In 2017, United Airlines suffered a blow to its corporate reputation throughout the United States and international markets, including China, mainly due to an incident on United flight 3411, in which an airport enforcement officer forcibly dragged a passenger out of a plane. The inadequate public relations reaction following the incident and ineffective crisis management left the company reeling. The company became subject to scathing social media attacks, customer dissatisfaction, passenger anger, and a drop in its stock value. The airline, which had already been grappling with very low rankings in customer satisfaction indexes, realized the need to rebuild its brand and greatly improve its customer satisfaction ratings. To prevent such instances from occurring in the future, United needed to take steps to rebuild its tarnished brand image and consider some important questions: What service expectations did customers have of airlines such as United? How would these expectations develop over time? How important were customer satisfaction, client relationships, and passenger experience to United? How could an airline company conduct a root cause analysis for service failure? How could it analyze the different gaps in delivering good quality service?
教學手冊：8B18A015;
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