Management Lessons from the United Airlines Scandal Case Study

This case study examines the United Airlines scandal involving the forceful removal of passenger David Dao from an overbooked flight, sparking global outrage and a PR crisis. The analysis covers the key issues that led to the scandal, including overbooking policies and the airline's initial response. Key individuals involved, such as CEO Oscar Munoz, are discussed, along with the extensive media coverage and the accusations of racism. The resolution efforts, including apologies and policy changes, are detailed, as well as the legal ramifications and financial settlements. The study concludes with recommendations for airlines to prevent similar incidents, emphasizing improved customer service, better staff training, and more transparent communication protocols. This document is available on Desklib, where students can find a wide range of solved assignments and past papers.

Management of United Airlines Scandal
NAME OF THE STUDENT
NAME OF THE UNIVERSITY
AUTHOR NOTE

Table of Content
1. Introduction
2. Issue that caused the scandal
3. Key people involved in scandal
4. Media Exposure
5. Resolution
6. Legal Impact of United Airlines Scandal
7. Recommendations
8. References

Introduction
 The 69 year old doctor David
Dao was randomly selected
and asked to get down from
the oversold plane
 In the event of refusal by Dao,
United Airlines asked for the
Chicago Aviation police officer
 David Dao filed a “ bill of
discovery” against that of the
carrier

Issue that caused the scandal
 David Dao was removed in a violent
manner from the seat and he was
flailing his arms when his face got
struck on the armrest
 The incident was responsible for
sparking worldwide forore and caused
the CEO Oscar Munoz to apologize

Key people involved in scandal
 David Dao was abused on the
United Airlines as he refused of
giving up his seat to the
employees of that of partner
airline
 The United CEO issued that of a
non-apology in which he thanked
his staff for the establishment of
certain protocols
 He called the incident as “ re-
accommodation of a passenger”
euphemistically

Media exposure
 The Chinese social media users
were responsible for accusing
United Airlines of racism as
David Dao was an Asian
 United Airlines got around 1.2
million mention on the social
platform Twitter
 The interactions on Face Book
got raised to around 135,000
interactions and hashtags were
used that referred to the event

Resolution
 The crisis communication
expert have criticized the
initial reaction of airlines to
that of the event
 The CEO of United Airlines
Oscar Munoz apologized for
the horrific passenger incident
with a tone of contrition
 David Dao had to suffer a
concussion and broken nose
on account of this incident

Legal Impact of United Airlines
Scandal
 The legal contract says that there is
a specific rule called “ Refusal of
Transport” that highlights the
conditions under which passengers
can be removed transport within the
aircraft
Recommendations
 New limits pertaining to
when the passengers can
be removed from that of
the planes
 Greater financial
incentives that amounts
to around $ 10,000 in
relation to the travel
certiicates

References
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customersatisfaction. International Journal of Economics,
Commerce and ManagementUnited Kingdom, 2(9).
Eller, R. D. A. G., & Moreira, M. (2014). The main cost-related factors in
airlines management. Journal of Transport Literature, 8(1), 8-23.
Lumpé, M. P. (2016). Leadership and organization in the aviation
industry. Routledge.
Nytimes.com. (2018). United Airlines Passenger Is Dragged From an
Overbooked Flight. Retrieved from https
://www.nytimes.com/2017/04/10/business/united-flight-passenger-drag
ged.html
Patankar, M. S., & Taylor, J. C. (2017). Risk management and error
reduction in aviation maintenance. Routledge.

Rapajic, J. (2016). Beyond airline disruptions. Routledge.
Thetimes.co.uk. (2018). Chinese condemn ‘racism’ after doctor is
dragged from plane. Retrieved from https://
www.thetimes.co.uk/article/chinese-cry-racism-after- doctor-is-
dragged-from-plane-sdphk3p6c
Wensveen, J. (2018). Air transportation: A management
perspective.Routledge.
Youtube.com. (2018). United Airlines Dr David Dao Reveals Horrific
Injuries & Lawsuit. Retrieved from https
://www.youtube.com/watch?v=CSeZLg1bOMo