United Airlines Case Study

The analysis of the presented United Airlines events helps to draw relevant conclusions on the level of customer service offered by this company. The provided links point out to the fact that multiple brand issues faced by United Airlines are associated with alleged mistreatment of its customers. The long history of unsatisfied customers is the result of United Airlines’ poor management of human resources, lack of sufficient training to respond to stressful events, and ineffective leadership decisions (Matousek, 2018). United Airlines decisions are inconsistent with ethical principles  because the company’s personnel demonstrates disrespect to customers, when they randomly force people to leave their seats, damage their baggage, or commit other unethical acts.

            Actually, the analysis of the situation shows that the airline company has already faced a large number of customer service incidents that adversely affect its reputation in the competitive market. Customers do not trust United Airlines. The general population of consumers interpreted the actions of United Airlines in each of the incidents in a negative way. Undoubtedly, these interpretations affected buying decisions in some way or another because people could learn about poor customer service provided by United Airlines personnel through social media sources, such as YouTube videos, blogs, and others, and stop buying tickets. For example, David Carol responded to his incident on United Airlines flight thorough his song that criticized the quality of customer service at United Airlines (SonsofMaxwell, 2017, April 12). Other unsatisfied customers told about their incidents in the media, both online and published. For example, the incident, where a customer was forcibly removed from the plane by the security officers of the Chicago Department of Aviation was widely covered in the media (Business Insider, 2017, April 10). As a result, many customers make decisions to use other airline companies, which have stronger reputation and which don’t hurt their customers and don’t threaten them the way United Airlines does. Today they continue to call for boycotting of the airline (Matousek, 2018).

            As a matter of fact, I agree with popular opinion on United Airlines company’s level of customer service because I trust the customers, who once had to experience maltreatment by the airline’s personnel. United Airlines acted unethically because of the failure to manage conflicts, failure to satisfy the needs and demands of their customers, and failure to make necessary changes in its organizational culture and leadership. The airline company’s leadership failed to create a more influential corporate culture, where employees could be treated fairly to avoid customer service incidents (Matousek, 2018).

            Also, assuming a potential customer knew about this series of customer service events, the concept of self-perception might affect a potential customer’s decision either to choose or not choose United Airlines for future flights. I believe that buying decisions are shaped by the customer’s self-concept which depends on self-perception and ego. According to researchers, “it is based on the principle that a buyer perceives a product she or he would like to own in terms of its meaning to the self and others” (Bird, 2010, p. 237). This fact means that buying decisions require translation of the customer needs into the action. Repeated purchases depend on the customer self-perception because of the external influences that contribute to brand recognition and motivation to buy the offered products and services.

            Finally, I believe that I personally would not purchase a flight on United Airlines for the reason that I do not trust this airline company any more. My evaluation process is based on the information provided by media sources, my friends’ experiences, and my personal views on the situation. I believe that my choices in this industry depend on the airline company’s rating in some way or another, as well as on the level of emotional activation, cognitive control, and, finally, reactive behaviour. I think that my emotions may affect buying decisions. When I am frustrated with the quality of products and services offered by the company I will never make buying decision in favour of this company. Based on the selfperception theory that gives an explanation how customers can establish their understanding of the motives of their buying behaviours, I believe that the key focus should be placed on the values that drive my behaviour, namely security, responsibility, honesty, and respect. These values are important for airline companies because they guarantee trustworthy relationships with customers. 

            Thus, the research on the customer service issues faced by United Airlines during the last 15 years and the thorough analysis of the United Airlines case allow making recommendations for the company to go forward. It is recommended to make changes in the corporate culture, provide ethical training sessions specially developed for employees at all organizational levels, and ensure high level of supervision to guarantee ethical behaviour and decision making. This case study allows assessing the role of code of ethics in shaping employee behaviour. As mentioned by researchers, codes of ethics should establish rules of employee conduct in order to avoid incidents that could damage the company’s reputation (Crane & Matten, 2016). Many United Airlines’ incidents sparked public outrage on social media platforms like YouTube, Twitter, Facebook, and others. This fact means that the company should work hard to improve its reputation through innovative technologies, value building, community support initiatives, and establishing trusted partnerships with stakeholders. It is recommended that United Airlines should strictly follow the established ethical obligations to customers to avoid customer service incidents in the future.

References

Bird, S. (2004). Marketing Communications. Juta and Company Ltd.

Business Insider. (2017, April 10). Video shows a passenger forcibly dragged off a United         Airlines plane [Video file]. Retrieved from https://www.youtube.com/watch?v=VrDWY6C1178

Crane, A. & Matten, D. (2016). Business Ethics: Managing Corporate Citizenship and    Sustainability in the Age of Globalization. Oxford University Press.  

Matousek, M. (2018). United Airlines has a long history of infuriating customers — here are its             worst customer service incidents. Business Insider. March 16, 2018. Retrieved             from:<https://www.businessinsider.com/united-airlines-worst-customer-service-incidents-2018-3> SonsofMaxwell. (2017, April 12). United breaks guitars 4? – Dave Carroll responds to customer            service incident on United Flight 3411 [Video file]. Retrieved from          https://www.youtube.com/watch?v=yQz8qqioCt8

The terms offer and acceptance. (2016, May 17). Retrieved from

[Accessed: March 29, 2024]

"The terms offer and acceptance." freeessays.club, 17 May 2016.

[Accessed: March 29, 2024]

freeessays.club (2016) The terms offer and acceptance [Online].
Available at:

[Accessed: March 29, 2024]

"The terms offer and acceptance." freeessays.club, 17 May 2016

[Accessed: March 29, 2024]

"The terms offer and acceptance." freeessays.club, 17 May 2016

[Accessed: March 29, 2024]

"The terms offer and acceptance." freeessays.club, 17 May 2016

[Accessed: March 29, 2024]

"The terms offer and acceptance." freeessays.club, 17 May 2016

[Accessed: March 29, 2024]
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