商品敘述：

In 2017, United Airlines suffered a blow to its corporate reputation throughout the United States and international markets, including China, mainly due to an incident on United flight 3411, in which an airport enforcement officer forcibly dragged a passenger out of a plane. The inadequate public relations reaction following the incident and ineffective crisis management left the company reeling. The company became subject to scathing social media attacks, customer dissatisfaction, passenger anger, and a drop in its stock value. The airline, which had already been grappling with very low rankings in customer satisfaction indexes, realized the need to rebuild its brand and greatly improve its customer satisfaction ratings. To prevent such instances from occurring in the future, United needed to take steps to rebuild its tarnished brand image and consider some important questions: What service expectations did customers have of airlines such as United? How would these expectations develop over time? How important were customer satisfaction, client relationships, and passenger experience to United? How could an airline company conduct a root cause analysis for service failure? How could it analyze the different gaps in delivering good quality service? Sandeep Puri is affiliated with Asian Institute of Management. Gaganpreet Singh is affiliated with National Institute of Industrial Engineering.

涵蓋領域：

Customer experiences;Customer relationship management;Customer service;Service recovery

相關資料：

Case Teaching Note, (W18125), 14p, by Sandeep Puri, Kushal Dev Kashyap, Gaganpreet Singh

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