Bus 599 Assignment 1

1393 words - 6 pages

Jet Blue Airways: Analysis of
a Company

The airline industry serves not only as a means of transportation to millions of people on a daily basis, but also a huge customer service industry. Customers analyze every aspect of air travel from the food services offered and convenience of completing business transactions, to the airline’s safety results and ratio of on-time departures. Many customers become brand loyal, where others will do business simply based on price. It is also vital to note that, like any company, brand perception plays a large role in the success or failure of a company within the airline industry. Because of the number of individuals impacted when a flight goes ...view middle of the document...

that a standalone travel agency would require. Jet Blue started out focusing on providing the lowest rates available; in some cases being as much as 70% lower than its competition (Thompson et al., 2008). With the main terminal operating out of JFK airport in New York, Jet Blue served as a major airline for millions of customers. The airline rapidly expanded over the next few years servicing its millionth passenger in late 2000, its two millionth in April 2001, and its ten millionth in January 2003. The company continued to provide customers with the “home experience” by adding satellite radio and movie channels and soon after began serving Dunkin’ Donuts coffee, all the while expanding its destination list and upgrading its fleet of planes. Finally, in 2007, the company added email and messaging service on its flights. Overall, it was Jet Blue’s mission to provide a convenient, customer experience oriented Airline Company that would allow passengers to enjoy their travel while not breaking the bank.
Jet Blue’s organizational culture was founded on five values: safety, caring, integrity, fun, and passion. First and most weighted is safety. The company established immediate flight communications systems that would allow flight crews to reach out to land channels in the case of passenger illness or incident. Jet Blue’s website provided pre-flight education for passengers focused on preventing ear pain in flight and deep-vein thrombosis (Thompson et al., 2009). After the terrorist attacks of 9/11, Jet Blue was the first to install Kevlar cockpit doors and surveillance cameras. Jet Blue also demonstrated caring after these attacks by not performing employee layoffs due to the reduced air travel that occurred. CEO, Neelman, even donated part of his salary to a fund that would help families in need. Jet Blue also valued integrity and admitted to any mistakes they made as well as attempted to rectify those mistakes quickly. The airline wanted to make travel fun again, and setup barbecue areas for employees as well as humorous yellow punching bags for passengers to relieve stress in terminals. Lastly, Jet Blue wanted to demonstrate a passion for their work. They took any step necessary to assist their customers with a safe and enjoyable travel experience. The company not only wanted to be founded on these values, but also to hire employees who lived them on a daily basis. It created special programs to recruit college students and parents as flight attendants and looked for more than flight experience when hiring pilots. Jet Blue wanted to be more than just an average airline company; it wanted passengers to experience its value system with every interaction. By focusing on more than the logistics of providing a flight service and focusing on the customer experience and its overall value system, Jet Blue set itself up for a definite competitive advantage. Customers analyze the business practices and ethics of companies before...

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