Abstract

The caselet describes how JetBlue, a low-cost airline in the United States, effectively utilized its customer service to increase word-of-mouth referrals among airline passengers. Customers found the JetBlue experience to be much better than their experiences with other airline companies. The caselet points out how airline passengers, who were dissatisfied with the service offered by other airline companies, low-cost carriers in particular, appreciated the high quality service offered by JetBlue, and became loyal to the airline.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Role of customer service in making customers loyal to a company. Role played by word-of-mouth referrals in attracting customers. The factors that should be taken care of to provide high quality service to customers.

Keywords

JetBlue Airways, low-cost airline, Airline quality rating ranking, Marketing budget, word-of-mouth, Media interest, Customer service, Customer loyalty, Repeat business and Online check-in