jetBlue - Low-Cost Airline Offering High Quality Service*



Case Code : CLCB042
Publication date : 2005
Subject : Consumer Behavior
Industry : -
Length : 04 Pages
Price : Rs. 100

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Key words:

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


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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.


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

jetBlue Airways (jetBlue), a New York-based low-cost airline flying to 32 cities in the US in 2005, started operating in 2000.

The airline had to differentiate itself from others in an industry which had a number of low-cost airlines. Therefore, the company began a brand building exercise right from inception.

jetBlue manifested its culture credo of 'Bringing humanity back to the airline industry' through its customer-friendly attitudes and actions. Putting its credo into practice helped jetBlue in evolving its branding strategy. In April 2005, jetBlue was named the top carrier in the 2005 Airline Quality Rating ranking, released by the University of Nebraska and Wichita State University...

Questions for Discussion:

1. "Michael Boyd, an analyst, said that JetBlue had a cult following." How did JetBlue become the primary choice for passengers opting for low-cost air travel?

2. Assess the marketing strategies followed by JetBlue.