JetBlue Airways' Customer Service Fiasco

            


Details

Case Code : CLMM060
Publication date : 2009
Subject : Marketing Management
Industry : -
Length : 02 Pages
Price : Rs. 100

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Key words:

JetBlue Airways, Customer service, Low cost airlines, David Neeleman, Customer Bill of Rights

Note

1: This caselet is intended for use only in class discussions.
2: More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.


 


Abstract: ICMR India ICMR India ICMR India ICMR India RSS Feed

This micro case study discusses JetBlue Airways customer service fiasco in February 2007, when the airline was forced to cancel around 1,200 flights in parts of the US due to a snow storm, leaving thousands of passengers stranded and several more bags missing. This breakdown in service hit JetBlue image as a customer-friendly airline badly, in addition to causing major financial losses. Soon after the fiasco, JetBlue unveiled a Customer Bill of Rights, but analysts wondered whether the airline attempts at recompense would put it back in favor with passengers.

Introduction

For years after it was set up in 1999, JetBlue Airways had been a favorite with airline analysts. Modeled loosely on America's legendary low cost carrier Southwest Airlines, JetBlue achieved relatively quick success by bringing an element of 'coolness' to low cost travel.

Unlike Southwest, which took its low cost image seriously and avoided frills altogether, JetBlue offered comforts like leather seats and seat-back televisions. The airline also flew a new fleet of Airbus A380s and Embraer-190s, and the crew was known to be cheery and helpful - seemingly, a rarity in the airline industry.


JetBlue was especially known for its commitment to customer service, and positioned itself as an airline that cared about its passengers.

It was known to give away free food passes and flight tickets to passengers even when flights were delayed because of external causes that were no fault of the airline...

Case Studies on Related Topics

1. Jetblue Airlines' Success Story

2. JetBlue Airways: Growing Pains?

3. JetBlue : Low-Cost Airline Offering High Quality Service


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