Module 5 – Case


Case Assignment

How should organizations ensure that customers don’t become frustrated with service failures?  When they do occur, how should they respond?

What are the implications for prospective customers?  Explain.

Answer the questions and defend the positions you take in each of your answers.

Ensure that you repeat the assignment question (in bold above) in full and verbatim on the title sheet of your paper.

Submit your 3-4 page paper by the module deadline.

The Situation

For its part, JetBlue claims not to care whether Congress wades into the issue. “From the start, our customer bill of rights was designed to be broader, deeper, and more meaningful for our customers than anything that will come out of Congress,” says JetBlue spokesman Don Usselman.

Case Reading

Bachman, Justin (2007). JetBlue’s Fiasco Could Improve Flying. Bloomberg Businessweek(February 21), p10.

Available March 7, 2013 at

Assignment Expectations

In preparing your CASE5; you need to demonstrate your learning of the concepts and frameworks for analysis outlined in the modular learning objectives. In particular, are expected to:

Give a brief definition of frustration and show the circumstances that cause buyer frustration

In preparing your 3-4 page paper, keep in mind that businesses need to be prepared for unforeseen events. What can the company do to prevent undesirable circumstances and what should the company do when faced with a problem or set of problems? In the case of Jet Blue, the company was faced with a crisis that threatened is immediate future. Jet Blue reacted quickly by stating its remedies and commitments to its customers before government intervention and mandates could be put into place that might have been less favorable to Jet Blue and the airline industry as a whole. Did the airline do the right thing?

Airline travel has changed and continues to change almost daily resulting from the rising cost of fuel. Changes include limiting the number of daily flights, providing bare-bones service to passengers, and rising ticket prices. Passengers are also less willing to tolerate inconveniences such as delayed flights and are now challenging the companies for those inconveniences.

Note that this assignment does NOT require you to prepare a detailed essay. Instead use section headings for each of the topics you address in your paper followed by a discussion of that topic.

Submit your 3-4 page paper by the module deadline.

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