Service Failure and Recovery Plan

Running Head: Service Marketing
Service Marketing
Service failure and Recovery Plan

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Service Marketing
Contents
Introduction.................................................................................................................................................2
Case Analysis...............................................................................................................................................2
Service Recovery Strategy and Recommendation.......................................................................................3
Recommendations...................................................................................................................................4
Conclusion...................................................................................................................................................5
References...................................................................................................................................................6

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Service Marketing
Introduction
United Airlines gives the transportation services in America and most particularly in the areas of
Northern America, Latin America, Asia Pacific as well as Middle East (Craft, 2018). The
transportation is open for the people as well as for taking the cargo from one destination to other
through the major and the regional operations. In 2017, this service operated with the convoy of
2160 planes and 4200 flights approximately each day. This convoy went on to the 336 airports in
total across the five continents. United Airlines also deals in supplying the fuel and also gives
services like ground handling and catering. The maintenance of the services of third parties is
also one of the services that United Airlines offer. The company started in 1934 and its
headquarters are situated in Chicago, Illinois (United, 2018). The firm has been dealing with
multiple numbers of public customer service situations failures in recent few years. The loyal
consumers have been hurt and threatened. In addition to this, a few people and also some pets are
abused in past. However, the biggest of all the incidents happened in April, 2017 when a loyal
passenger was dragged as the flight was overbooked. This was a huge mistake done by the firm.
The report discusses about this service failure act and on the basis of the analysis, it recommends
the strategies of recovery with some of good recommendations for United Airlines.
Case Analysis
On 9th April, 2017, a firm named United Airlines in total conscience decided to bump 4 of the
fellow passengers in one of the flights which was flying from O’Hare International to Louisville
Airport. There was a mishap of overbooking the flight done before the flight was about to fly.
Yet, there was no action taken on it and the passengers’ on boarded the flight. The primary goal
was to make rooms for the extra people in the flight. As the flight could not take any extra
weight, they tried to compensate with the fellow passengers by providing them $400 as the
compensation in the form of vouchers (Bankova, 2018). At first when they were not able to
convince people, they doubled the amount of the vouchers. Still they failed in convincing the
passengers and found no takers of the compensation. Therefore, 4 of the passengers were