09 Jul United Airlines Customer Service

Instructions

1. March 31, 2008It all started when the Sons of Maxwell tour was travelling to Nebraska via Chicagos OHare airport. David Carrolls $3,500 guitar was damaged. United did not deny the damage, but after nine months it stated it could do nothing to compensate Carroll for the loss. Carroll promised to write and produce three songs about his experiences with United for everyone to view online. The first video was posted on July 6, 2009. Click   to access the transcript for the video, or click the following link to view the video below.

1. July 22, 2009The Times of London wrote that this incident caused United Airlines stock price to plunge 10%, costing shareholders $180 million. Also, take a look at the number of hits the videos below received.

1. April 10, 2017United Airlines reportedly overbooked a flight departing from Chicagos OHare. Attempting to incentivize a passenger to give up his or her seat, it offered $800, but no volunteers came forward. United decided to randomly force four people to give up their seats. One of these four passengers refused, and United Airlines made the decision to have security forcibly remove this passenger from the plane. Videos of this event hit the Internet immediately. Click   to access the transcript for the video, or click the following link to view the video below.

1. April 11, 2017The next day, United Airlines CEO responded. Click   to access the transcript for the video, or click the following link to view the video below.

1. April 11, 2017Repercussions were significant with the general public and outcry was intense. Talk show hosts were having a field day, and stock prices plunged again. Click   to access the transcript for the video, or click the following link to view the video below.

1. April 12, 2017Dave Carroll was contacted to compile a fourth video regarding United Airlines alleged disregard of customer service. Click   to access the transcript for his response, or click the following link to view the video below.

1. April 27, 2017United Airlines response can be viewed below.

United Airlines. (2017, April 27). United Airlines announces changes to improve customer experience [Press release]. Retrieved from   

• How did the general population of consumers interpret the actions of United Airlines in each of these situations? Did these interpretations affect buying?
• Do you agree or disagree with popular opinion on Uniteds level of customer service? Did United act unethically?
• Assuming a potential customer knew about this series of events, discuss how the concept of self-perception might affect a potential customers decision to choose (or not choose) United Airlines for future flights.
• After analyzing this case and your research, describe whether you personally would purchase a flight on United Airlines. Include your evaluation process and your rationale for choices in this industry. Hint: This also ties in with self-perception.