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Jet Blue Apology And Recovery Essay

757 words - 4 pages

Case 4-1: Jet Blue Airways Question 4

Case 4-1: Jet Blue Airways Question 4
Question: If implemented, how would you market the JetBlue Airways Customer Bill of Rights to external and internal stakeholders? How would this affect JetBlue’s reputation?


JetBlue Airways Customer Bill of Rights could be a tough sell to internal and external stakeholders. As noted in case file 4-1, “the ongoing costs associated with such a groundbreaking program would be unpredictable at best and staggering at worst” (Argenti, 2013, p. 106). The best way to market the bill of rights is to use JetBlue’s CEO David Neeleman’s inspiring words (when he founded ...view middle of the document...

In these instances, apologies fall short (even if the weather would deem flight travel unsafe). However, it could be said that CEO Neeleman’s public apology singlehandedly saved JetBlue’s reputation. It has been noted that Neeleman’s apology offered, “No excuses, no defensive explanation – just a straightforward acknowledgement of the pain experienced by passengers and a very credible promise to fix it” (Friedman, Lynch, & Friedman, 2012, p. 20). His apology was an enormous departure from the one made by British Petroleum CEO after the Gulf Coast oil spill: I'm sorry. We're sorry for the massive disruption it's caused their lives. There's no one who wants this over more than I do. I'd like my life back (Lyons, 2011, p. 96). Because of Neeleman’s apology and quick customer recovery efforts, JetBlue’s reputation was restored and recent airline ratings placed the company at number two for America’s best airlines (Ewalt, 2014, para. 8).

Biblical Integration
Psalm 51:17 says, “My sacrifice, O God, is a broken spirit; a broken and contrite heart you, God, will not despise”. King David said this when he committed an unspeakable sin. However, what is revealed in King David’s words is that he sinned big, but his repentance was even bigger. JetBlue,...

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