You are to apply service quality and customer satisfaction theories learnt in class and analyse the service experience. You are then required to develop a service recovery strategy and customer service function that will assist in improving the customer post purchase behaviour and promote customer loyalty.
Your report must include following,
· Clear description of service delivery failure incident/scenario. Include analysis of the roles and scripts of the service personnel
· Based on theory studied in weeks 9-12, identify type of complaint, root cause.
· Propose a service recovery program and strategies for your chosen incident.
· Recommendations for maintain customer loyalty and retention in the same context of your incident/scenario.
United Airlines provides the air transportation services in United States particularly in North America, Asia Pacific, Middle East and Latin America. This service takes people and the cargo both from one destination to another via main and regional operations (Craft, 2018). In the year 2017, the firm operated with the fleet of 2160 aircrafts approximately and 4500 flights per day to 337 airports all over five continents. The firm also supplied fuel and offer services like catering, ground handling and also the maintenance of the services of the third parties. This firm was incepted in the year 1934 and the headquarters of the firm is in Chicago, Illinois. It actually is a subsidiary firm of the United Continental Holdings Inc. (United, 2018). This airline firm have in reality dealt with the huge number of publicized customer services incidents failures since past few years. This firm have hurt its customers, threatened them and also abused them and their pets in past. But the major incident service failure happened in the year 2017 April when it dragged the passenger off an overbooked flight. This really was their mistake but still they abuse the passenger and harassed him.
In the year 2017, 9th April, United Airlines actually wanted to bump 4 passengers in one of their flights form O’Hare International Airport to Louisville, Kentucky. The basic goal was to actually make the room for four United employees who were travelling with them. For doing that, the airlines actually offered the compensation of 400 dollars in the flight as vouchers and then when there were no takers, it also doubled the amount. Still there were no takers of this compensation as everybody wanted to fly because it was the last flight of the day and everybody had their own personal reasons (Bankova, 2018). At last four of the passengers were chosen to be bumped but those passengers were not voluntarily ready for that. Out of those four, three of them actually complied but the fourth passenger whose name was DR. David Dao of Louisville actually refused as he said that he has to be at work at the hospital the very next day. At last the security of the Airport was called and Mr. Dao was hit and armrest at the time of struggle to unboard the plane (Mostert & Rensburg, 2011). He literally has blood coming out of his mouth and was unconscious. All the other passengers took the videos and pictures of the incident and that incident of service failure got viral. The CEO of the firm Oscar Munoz called this incident as the “re-accommodating the passengers”. The CEO himself said that the passenger was aggressive and disruptive. Later, they realize the mistake when their image got really down in front of their customers and they agreed that they made a mistake and that this incident would never happen again.
Recovery service is something which is referred to the action which is taken by any firm when facing the eventualities of the failures of their services provided to any of the customers (Díaz, 2017). Bitner in the year 1990 and Hoffman in the year 1998, founded the three categories of the service failures. They are:
There are some of the recovery strategies which United Airlines and other similar incident sufferer can use for coming out of the failures. They are as follows:
This report focusses on the firm named as United Airlines which was incepted in Chicago decades ago and had a very good reputation in the eyes of its customers until one incident of a customer abuse took place. This was the incident which really got the customers in doubt about taking the services again from the same airlines firm. The detailed case study is done about the service delivery failure is discussed in this report. There are some of the strategies of recovery which the company should have used in order to come out of this fault which was done by the company solely. There are some recommendations too which definitely can be taken by United Airlines in order to not get into so much trouble next time. In the conclusion, it can be said that the customer is one of the most important element of any business. Hence, customers should be treated with respect in any case.
Craft, 2018. United Airlines. [Online]
Available at: https://craft.co/united-airlines
[Accessed 20 September 2018].
United, 2018. Our United Customer Commitment. [Online]
Available at: https://www.united.com/ual/en/us/fly/customer-first.html
[Accessed 20 September 2018].
Bankova, M., 2018. Airline Service Failures. [Online]
Available at: https://www.diva-portal.org/smash/get/diva2:1215218/FULLTEXT01.pdf
[Accessed 21 September 2018].
Mostert, P. & Rensburg, R. J. v., 2011. The Effect of Service Failure and Recovery on Airline-Passenger Relationships: A Comparison Between South African and United States Airline Passengers. Journal of Management Policy and Practice, 12(5).
Díaz, E., 2017. THE EFFECTS OF PERCEIVED SATISFACTION WITH SERVICE RECOVERY EFFORTS: A STUDY IN A HOTEL SETTING. Marketing and Trade, 4(20), pp. 4-14.
Lee, S. H., 2018. Guest preferences for service recovery procedures: conjoint analysis. JOURNAL OF HOSPITALITY AND TOURISM INSIGHTS, 1(3).
Dutta, K., Venkatesh, U. & Parsa, H. G., 2007. Service failure and recovery strategies in the restaurant sector: An Indo-US comparative study. International Journal of Contemporary Hospitality Management, 19(5), pp. 351-363.
Koc, E., 2017. Service Failures and Recovery in Tourism and Hospitality. [Online]
Available at: https://www.researchgate.net/publication/320872130_Service_Failures_and_Recovery_in_Tourism_and_Hospitality
[Accessed 21 September 2018].
Gichira, R., Wanjau, K. & Wamuyu, S. N., 2015. COMPENSATION IN SERVICE RECOVERY AND CUSTOMER LOYALTY IN THE HOSPITALITY INDUSTRY IN KENYA. International Journal of Economics, Commerce and Management, 3(9).
Sumaco, F. T. & Hussain, K., 2011. Evaluation of service recovery strategies in hotel industry: Front office department’s perspective. [Online]
Available at: https://www.researchgate.net/publication/274721367_Evaluation_of_service_recovery_strategies_in_hotel_industry_Front_office_department's_perspective
[Accessed 21 September 2018].
Ray, D., Sengupta, S. & Trendel, O., 2018. The Effects of Apologies for Service Failures in the Global Online Retail. International Journal of Electronic Commerce, 22(3)
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