United Airlines

CASE STUDY

Table of Contents
TASK 1- Overview of United Airlines............................................................................................1
Overview and history of Airlines................................................................................................1
Examination of demographic profile of United Airlines Customers...........................................1
Examination of global consumer trends that United Airlines leverage.......................................2
Likely expectations of a typical United Airline Customers.........................................................3
TASK 2............................................................................................................................................4
Examine Dr David service journey..............................................................................................4
Describe physical evidence of journey........................................................................................4
Identify on stage interaction with team members........................................................................5
Identify back stage interaction.....................................................................................................5
Support Processes........................................................................................................................6
Application of Knowledge to Service Blueprint Diagram..........................................................6
Identify that where service failure occurred................................................................................7
Outline consequence of service failure and make recommendation on how to recover service. 8
REREFENCES................................................................................................................................9

TASK 1- Overview of United Airlines
Overview and history of Airlines
United Airlines is one of the major American Airline organization that was founded on
April 6, 1926 whose headquarter is in Chicago, Illinois but commenced their operations on
march 28, 1931. Currently Oscar Munoz is the chief executive officer of the Airlines and founder
of this organization is Walter Varney (Benoit, 2018). They have more than 86.6 million
employees working for them. As per recent reports of United Airlines they have approximately
1,340 aircrafts. United Airlines operates on both domestic and international route network
spanning in small and large cities across all the cities of United States and other six continents.
As per the estimate and measures by fleet size and number of routes, it is the third largest airlines
present in the world. It is a founding member of the Star Alliance which is currently world's
largest airline alliance that has overall a total of 28 airlines member. All the regional services are
basically operated by separate independent carriers as United Express brand name. United
Airlines has eight hubs that are: Denver, Guam, Houston- Intercontinental, Los Angeles,
Washington- Dulles, Newark, San Francisco and Chicago- O’Hare. Out of all the eight hubs
Chicago- O’Hare is the largest hub in terms of number of departures and passengers that are
carried. When roots of United Airlines are traced then it can be said that its roots arise from
Varney Air Lines (Blocker and et. al., 2019). Walter Varney was the main founder who founded
this Airlines. In 2006, Continental Airlines and United had preliminary merger discussion and in
May 2, 2010 they combined all of their operations, contingent upon regulatory and shareholder
approvals.
Examination of demographic profile of United Airlines Customers
Demographic profile can be defined as a kind of statistical data about overall
characteristics of population. It is a kind of analysis which is carried out by marketers so that
they can advertise their products and services in an effective and efficient manner and any kind
of possible gaps within their marketing strategy can be identified. United Airlines have divided
their whole market so that they can bring development within their products and services in an
appropriate manner in order to fulfil needs and requirement of their customers. United Airlines
have categorized their customers on the basis of their demographic profile that focuses on
various kinds of factors. In the basis of customer’s attitude, social class, their frequency of
travelling, lifestyle and many more they have segregated their customers. United Airlines have
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categorized their customers in few segments, such as: first are global executives, they are the
high class frequently travelling business class customers who require high quality of service and
are ready to pay any amount for excellent services (Callahan and Miller, 2017). Another is
scheduled optimizers who are middle class people who schedule their travel and only want to
reach their desired destination. Such kind of people only travel if their travel is economic and
cost friendly. Next are corporate troopers who travel as per the requirement of their employers.
Another kind of customers are reluctant travellers, they are the one who enjoy travelling and
always seek additional services while travelling. Another type of customers are frugal flyers who
want to travel in as cheap as possible cost but want to get good service. On the basis of these
customer categories they have segregated and developed a demographic profile of their
customers. they have income segmentation – people in this category are mostly who choose in
economic and business class services and are mostly upper class and middle- class people.
Another profile is of occupational profile in which people are categorized as working class and
business class.
Examination of global consumer trends that United Airlines leverage
Consumer trends can be defined as behaviour or habit of customers that are currently
prevailing among consumers of goods and services. Customer trends helps in tracking what
customers buy and how much they are ready to spend (Greer, 2016). It mostly focuses on factors
or information such as products or services used by customers and ways in which they
communicate with their social network and the brand. Global consumer trends that have
leveraged United airlines are: frictionless mobility that says that customers choose transportation
method based upon their preferences for an easy travel journey. Another is inclusive for all that
focuses on diversity and accessibility for each and every customer. United Airlines need to focus
on providing their services with similar quality and quantity to all of their services so that they
all feel included and do not feel discriminated or cheated while buying airline products and
services, therefore they warmly welcome all of their customers whoever chooses to travel with
them. Increasing focus on route standardization and regulations (Kim, Kim and Hyun, 2016).
United Airlines need to focus on following all kinds of regulations strictly and standardize their
routes as it helps them to attract a greater number of customers.
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