Service Marketing Tutorial:
United Airways Case Study
In 2010 a singer booked a flight on a United Airways route
and experienced the following situation.
Original Complaint:
Guardian blog detailing complaint
Original Response:
Original Response:
Initial Outcome:
Impact on the company:
*NB:
It is disputed whether the share price plunge happened within the time scale
reported in this article, but the share price still took a dramatic dive as a
result of this situation.
Impact on the customer:
Other companies capitalise on United’s situation:
Working
in small groups, discuss the case study.
What went
wrong?
Why did it
go wrong?
What were
the outcomes of this situation?
Using the
SERVQUAL model supplied, analyse this situation to identify where the gaps in
service quality and customer expectation appeared.
Prepare a
small group presentation to feed your discussion back to the seminar group.
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