FEATURED IVEY CASE
United Airlines’ Service-recovery Challenge After Reputation Meltdown
Sandeep Puri, Kushal Dev Kashyap, Gaganpreet Singh
Product Number: 9B18A015
Publication Date: 03/02/2018
Length: 9 pages (6 pages of text)
In 2017, United Airlines suffered a blow to its corporate reputation after an incident in which an airport enforcement officer forcibly dragged a passenger out of a plane. The company became subject to scathing social media attacks, customer dissatisfaction, passenger anger, and a drop in its stock value. United needed to take quick steps to rebuild its tarnished brand image.
This case is suitable for a marketing or service management course in sections that deal with customer relationship management, customer experience management, crisis strategies, and service recovery.