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    Case Study On United Flight 3411

    Uploaded by

    Subham Chakraborty
    The document discusses a case study on United flight 3411 where a passenger was forcibly removed from an overbooked flight. It discusses customer expectations of airlines like United, the importance of customer satisfaction and CRM, defines service failure and provides a root cause analysis plan, and suggests steps United can take to prevent future incidents and rebuild its brand image.

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    Case Study On United Flight 3411

    Uploaded by

    Subham Chakraborty
    709 views4 pages
    The document discusses a case study on United flight 3411 where a passenger was forcibly removed from an overbooked flight. It discusses customer expectations of airlines like United, the importance of customer satisfaction and CRM, defines service failure and provides a root cause analysis plan, and suggests steps United can take to prevent future incidents and rebuild its brand image.

    Original Title

    MOS Assignamnt United Airline

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    The document discusses a case study on United flight 3411 where a passenger was forcibly removed from an overbooked flight. It discusses customer expectations of airlines like United, the importance of customer satisfaction and CRM, defines service failure and provides a root cause analysis plan, and suggests steps United can take to prevent future incidents and rebuild its brand image.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    709 views4 pages

    Case Study On United Flight 3411

    Uploaded by

    Subham Chakraborty
    The document discusses a case study on United flight 3411 where a passenger was forcibly removed from an overbooked flight. It discusses customer expectations of airlines like United, the importance of customer satisfaction and CRM, defines service failure and provides a root cause analysis plan, and suggests steps United can take to prevent future incidents and rebuild its brand image.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
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    The key takeaways from the incident are that overbooking flights can damage customer satisfaction and brand image if not handled properly. United failed to meet customer expectations and their aggressive response in removing a passenger caused a public relations crisis.

    The Flight 3411 incident happened on April 9, 2017, when David Dao , a passenger, was injured while being forcibly removed from a fully boarded flight. He refused to give up his seat when requested because he needed to see a patient the next day. Security was called to remove him from the plane; in the process, they struck Dao's face against an armrest, then pulled him, apparently unconscious, by his arms along the aircraft aisle past rows of onlooking passengers.

    Customers expect sufficient seats, good behavior, to be treated well and with dignity, best quality service, and on time departures and arrivals. However, United overbooked flight 3411 and failed to meet customer expectations, damaging their brand image and customer satisfaction.

    Case study on United flight 3411

    Q=1 What happened on United flight 3411?


    The Flight 3411 incident happened on April 9, 2017, when David Dao , a
    passenger, was injured while being forcibly removed from a fully boarded flight.
    he refused to give up his seat when requested because he needed to see a patient
    the next day.
    security was called to remove him from the plane; in the process,
    they struck Dao's face against an armrest, then pulled him, apparently
    unconscious, by his arms along the aircraft aisle past rows of onlooking
    passengers.
    before the confrontation, managers offered travel vouchers to passengers
    to vacate their seats to make room for four airline employees who needed to
    travel to the destination, but none of the passengers accepted.

    Q=2 What service expectations do customers have of airlines such as United?


    How did these expectations develop over time?
    United Airline is one of the biggest names in Global Airline Industry. -
     Sufficient seats and Good Behavior
     To be treated well and with Dignity
     Best Quality Service
     On time departure and arrivals

    But United couldn’t make up to its availability of sufficient seats for the
    customers in first place and over booked the tickets for the flight
    3411.Which resulted in Degradation in Brand Name and Image and also on
    Customer Satisfaction. To recover that service Error, they had to do the
    additional stuffs.
    Q=3 Discuss the importance of customer satisfaction and CRM for airlines such as
    United.Broadly classify the areas where CRM plays an important role
    in the aviation industry.

    CRM helps businesses build a relationship with their customers that, in turn,
    creates loyalty and customer retention.
    Since customer loyalty and revenue are both qualities that affect a company's
    revenue,
    CRM is a management strategy that results in increased profits for a business.
    Customers are the most important factor in the united airlines industry, because
    airlines depend on their customers – without customers, airlines would not exist!
    Therefore, united have to understand the people’s needs and wants in order to
    deliver unique experiences.

    Q=4 What is service failure? Suggest a plan for a root cause analysis of service
    failure.
    Discuss the gap model of service quality to highlight the various instances of
    service failure in this case.

    A service failure, simply defined, is service performance that fails to meet a


    customer's expectations. ...
    Service failure can range from bad quality to rude behavior to late delivery.
    Define the event
    Find causes
    Finding the root Cause
    Find solutions
    Take action
    Verify solution effectiveness

    Q=5 How can United prevent such incidents from occurring in the future?
    Ans-
    1.United won't haveto use law enforcement unless there's a safety or security
    issue -- it won't call the cops simply to enforce its own policies.
    2.Boarded passengers won't be asked to give up their seats involuntarily unless
    there's a safety or security issue.
    3.United have to increase compensation up to $10,000 for voluntarily giving up
    your seat.
    4.A "customer solutions team" has to be created to assist gate agents to get fliers
    to their destinations. The team will also help crews find alternatives to displacing
    passengers.
    5.Traveling crew members must be booked at least 60 minutes before departure.

    Q=6What steps can United take to rebuild its tarnished brand image?

    1. Assess the situation from the customer’s Point of view


    2. Always put the customer first
    3. Manage the expectations of the customer
    4. Provide alternatives to your customer
    5. Establish and stick to your brand promise

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