United Airlines Case Study

United Airlines Case Study

United Airlines has had a series of incidents related to poor customer service. The airline has been criticized on social media platforms and television talk shows for prioritizing profits over customer service, which has led to reduced performance over the past fifteen years. For example, the airline was criticized for dragging a passenger off an aircraft after overbooking the flight in 2017. The video went viral and was discussed on various social media platforms forcing the airline to apologize formally. In another incident, a passenger was forced to hold her two-year-old son during a four-hour flight after the child’s seat was sold to a standby passenger. In 2008, the airline was in the spotlight for damaging a passenger’s guitar and refusing to pay the customer (Xinhua News Agency, 2017). The incident reduced the airline’s stock price by 10% and costed shareholders $180 million. Poor customer service has reduced United Airlines’ competitive advantage because many customers are reluctant to purchase their services. Reduced competitive advantage can significantly impact the airline’s growth and profitability.

The Interpretations of the Actions of United Airlines by the General Population of Consumers and the Impact of the Interpretations on Buying

In the 2017 incident when United Airlines dragged a passenger off an aircraft, customers reacted by criticizing the company for how they handled the situation. They interpreted the airline’s actions as profit-oriented and inhumane. One consumer commented on the incident on Twitter, stating that the airline could have handled the situation differently because they were responsible for the overbooking. Another consumer accused the company of greed and said they would not use the airline’s services. In the 2008 incident when the airline damaged a passenger’s guitar, the general population of consumers interpreted the airline’s actions as negligent and ignorant about protecting customers’ belongings during flights. The interpretations reduced customers’ willingness to fly via the airline because they feared they would not get value for their money.

Position on Popular Opinion on United’s Level of Customer Service and Unethical Conduct

I agree with popular opinion on the United’s level of customer service because the complaints about poor customer service are valid. For example, the complaints about the airline’s focus on profits are valid because the airline overbooked a flight and forced a passenger off a flight to create room for another passenger after overbooking a flight without considering that the passenger that was dragged out of the flight had paid for the flight and was not informed that there was no space. I also agree with the popular opinion because the airline is willing to violate federal regulations to make a profit. For instance, when a passenger was forced to hold her two-year-old son during a four-hour flight, the airline violated federal regulations requiring children aged two years and above to sit on their aeroplane seats. I also agree with popular opinion on the airline because it did not act ethically. For example, dragging a passenger off a plane and forcing a passenger to hold their child for a four-hour flight was unethical because it is morally wrong and unjust.

How the Concept of Self-Perception Might Affect a Potential Customer’s Decision to Choose (or Not Choose) United Airlines for Future Flights

The concept of self-perception might affect a potential customer’s decision not to choose United Airlines for future flights if they knew about the airline’s series of events by influencing the behaviour elicited by the fear of receiving poor customer service and being dragged off the plane. A potential customer may also avoid choosing the airline for future flights after knowing about the series of events because they know their reaction to such situations may cause problems for them. For example, a potential customer who perceives themselves as a violent and irrational person may decide not to choose the airline because it would be hard to resolve any issue arising from poor customer service.

Position on Purchasing a Flight on United Airlines

Although United Airlines has been publicly criticized for offering poor customer service, the company has made various efforts to improve its reputation. For example, according to AirGuide Business (2023), the airline is using technology to improve customer service by providing seamless and personalized travel experiences. Therefore, I would purchase a flight on United Airlines to get first-hand experience of their customer service and decide whether I can use the airline again. Having first-hand experience is important because every passenger has their expectations and preferences. However, I would lower my expectations and be prepared to deal with any disappointments that I may get from the airline’s services. I would also avoid comparing the airline’s services with the services offered by other airlines I have used before. I would also review the airline’s policies before using their services to stay prepared for any issues that may arise when booking, boarding, and travelling with the airline.

Conclusion

Customer service is vital in creating and maintaining customer satisfaction. United Airlines has been publicly criticized for poor customer service over the past 15 years. The airline’s poor customer service affects customers’ willingness to use the airline and creates a negative attitude towards the company. However, the airline is currently using technology to improve customer service through a personalized and seamless experience. Improving customer service can positively influence how customers perceive the company based on their self-perception. For instance, a seamless experience can create a perception that the airline has learned from past mistakes and is focused on customer satisfaction. Therefore, I would still use United Airlines despite the negative publicity to get first-hand experience of its customer service before deciding whether I can use it in future.

References

AirGuide Business. (2023, June 9). United Airlines CIO Drives Customer Experience at Scale Through Technology. Forbes. https://www.forbes.com/sites/stevennorton/2023/06/08/united-airlines-cio-connects-people-and-tech-to-drive-customer-experience-at-scale/?sh=4fd89ae74905

Xinhua News Agency. (2017, April 11). Roundup: United Airlines’ fiasco brings to light the lamenting customer service of America’s airlines. Xinhua. http://www.xinhuanet.com/english/2017-04/12/c_a:link {text-decoration: none;}a:visited {text-decoration: none;
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Analyze the United Airlines events described in the timeline below with respect to its level of customer service. Take a look at the links below that will take you through a journey of brand issues for United Airlines around alleged mistreatment of its customers.

March 31, 2008—It all started when the Sons of Maxwell tour was travelling to Nebraska via Chicago’s O’Hare airport. David Carroll’s $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 here to access the transcript for the video, or click the following link to view the video below.
SonsofMaxwell. (2009, July 6). United breaks guitars [Video]. YouTube. http://www.youtube.com/watch?v=5YGc4zOqozo

July 22, 2009—The 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.

April 10, 2017—United Airlines reportedly overbooked a flight departing from Chicago’s O’Hare. 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 here to access the transcript for the video, or click the following link to view the video below.
Business Insider. (2017, April 10). Video shows a passenger forcibly dragged off a United Airlines plane [Video]. YouTube. https://www.youtube.com/watch?v=VrDWY6C1178

April 11, 2017—The next day, United Airlines’ CEO responded. Click here to access the transcript for the video, or click the following link to view the video below.
CNBC. (2017, April 11). Social media ‘tears apart’ United’s response to removal of passenger | CNBC [Video]. YouTube. https://www.youtube.com/watch?v=pBESyFNvGeg

April 11, 2017—Repercussions were significant with the general public and outcry was intense. Talk show hosts were having a field day, and stock prices plunged again. Click here to access the transcript for the video, or click the following link to view the video below.
TheEllenShow. (2017, April 11). Ellen on United Airlines’ latest headlines [Video]. YouTube. https://www.youtube.com/watch?v=jqu7-XJEXVk

April 12, 2017—Dave Carroll was contacted to compile a fourth video regarding United Airlines’ alleged disregard for customer service. Click here to access the transcript for his response, or click the following link to view the video below.
SonsofMaxwell. (2017, April 12). United breaks guitars 4? – Dave Carroll responds to customer service incident on United Flight 3411 [Video]. YouTube. https://www.youtube.com/watch?v=yQz8qqioCt8

April 27, 2017—United Airlines’ response can be viewed below.
United Airlines. (2017, April 27). United Airlines announces changes to improve customer experience [Press release]. http://newsroom.united.com/2017-04-27-United-Airlines-Announces-Changes-to-Improve-Customer-Experience

After reviewing these links, conduct your own research on the customer service issues United Airlines has had during the last 15 years. Applying what you have learned in this course, analyze its situation, and make recommendations going forward. Within your analysis, respond to the questions below.

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 United’s 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 customer’s 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.
Your completed assignment should be double-spaced and should be a minimum of three pages in length. Besides the aforementioned sources, please use a minimum of two additional credible sources from the CSU Online Library to support your reasoning. Referenced sources must have accompanying citations to comply with APA guidelines.