Jet Blue Case Essay - 1286 Words



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Jet Blue Case

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Text Preview Part 1 – Issues faced by Jet Blue
1 A.
Some of the significant issues Jet Blue faced on February 14, 2007 were due to an unexpected ice storm that grounded over 39% of the scheduled flights over a course of three days. Because Jet Blue’s services are intangible, it was hard for the company to make up for the flight cancellations. Also, the services that Jet Blue offers such as flights are perishable. Therefore, all profits from cancelled flights were lost. Another issue faced by Jet Blue was the communication gap between the employees, upper management, and customers. Customers showed up with the expectation of boarding a plane and arriving at their final destinations without any major delays. They believed this because of the “Jet Blue Experience” that promised them the “best customer service in the business” (Zeithaml, Bitner, & Gremler, 2013). However, Jet Blue was unable to provide the customers with what was promised because of factors that were out of their hands, the weather.

Another issue faced by Jet Blue’s Valentine’s Day crisis was that they did not provide adequate services to stay within their customer’s zone of tolerance. This can be attributed to the amount of time that some passengers spent on the plane which in some cases was over ten hours. While on the plane the passengers were only fed snacks and given drinks that the airline provided them with and what they had on board. Some passengers complain of the poor air quality while on the plane, comparing their experience to being held hostage. Customer expectations were not reached on any level when they expected outstanding customer service. 1B.

Jet Blue faced many issues due to the storm but the main issue was service failure. Jet Blue passengers did not gain what they expected from the experience. Jet Blue did not have measures in place to start service recovery efforts as soon as the incident happened. They should have been more prepared in terms of wait times, flight cancellations, food and beverage shortages, and entertainment options. There were many Irates or customers willing to express the negative aspects of their experience. Jet Blue could do nothing but apologize and try to make up for the huge service failure. Also, Jet Blue did not have an interactive complaint solicitation plan in place. It is difficult for passengers to voice their opinions and frustrations on board a plane. Therefore, Jet Blue should have been proactive in getting the customer complaints taken care of immediately. 1C.

As with most services there is no way of inventory management when it comes to airlines. However, Jet Blue did not take their customers or employees into consideration when they were left stranded in a plane for hours. There were not enough quality food, they didn’t have alternate ways to entertain the passengers, and they did not find a way to occupy the time of the waiting passengers. First, Jet Blue does have control over the amount of food and beverages they have on board. They could have had back up food on board such as MREs (Meals Ready to Eat). Jet Blue also did not take into consideration the anxiety associated with undefined wait times. The psychological costs associated with this wait-time anxiety should have been taken into consideration when the crew members realized that they would be stranded in the plane for more than a few hours. They were not able to manage their service promises well enough to maintain a high level of customer service. Part 2 – Recommendations for Jet Blue

The first recommendation that is offered to Jet Blue is to try to close the communication gap as fast as possible when faced with situations like the Valentine’s Day storm. This would entail having adaptability and showing great responsiveness. The sooner Jet Blue is able to cope with the situation at hand, the sooner they can start a recovery plan. Jet Blue could have shown adaptability by providing the passengers... Show More

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