Management of the United Airlines Scandal: A Case Study Analysis

This report examines the United Airlines scandal involving the harassment of Dr. David Dao, a Vietnamese American passenger, and the subsequent PR crisis. It details the events leading to the incident, including the overbooking of the flight and the request for passengers to give up their seats. The report covers the severe injuries sustained by Dr. Dao, the widespread media coverage and social media outrage, and the initial responses from United Airlines' CEO, Oscar Munoz. It also discusses the lawsuits filed and the reactions from passengers and the public. The report concludes with recommendations for preventing similar incidents in the future, such as establishing clear limits on passenger removal and implementing automated check-in systems to gauge passenger willingness to give up their seats. This assignment is available on Desklib, a platform that provides students with access to a wealth of study tools, including past papers and solved assignments.

Running head: MANAGEMENT OF UNITED AIRLINES SCANDAL
Management of United Airlines Scandal
Name of the student
Name of the University
Author note

1MANAGEMENT OF UNITED AIRLINES SCANDAL
Topic: Harassment of Vietnamese American Doctor Dr David Dao on the United Airlines
General Purpose: To inform the common people what took place on the flight of United
Airlines and how the doctor was harassed on board the flight. To assess the social media
furore that could be caused by such an incident
Specific Purpose: Seek a solution for this occurrence of harassment that can have a bad
impact on the public and on the reputation of the aviation sector. It examines the incident that
took place on United Airlines Flight and the assault of the Vietnamese doctor on board the
flight
Thesis Statement: The harassments and violence should be prevented on flight for the
reputation of United Airlines
Introduction:
A. The people are paying for the flight service and they should be treated with respect on
the airlines (Baker, 2014).
B. Any kind of altercation on the flight should not result into any kind of violent outburst
C. There should be limits in place that suggests when the passengers can be removed
from planes
History:
 The PR fiasco began when the doctor named David Dao was dragged away from the
United Airlines flight on the 9th of April in Chicago (Wensveen, 2018)
 David Dao had to suffer significant concussion
 He had to lose two of his front teeth and had to suffer broken nose
 This event gave rise to widespread outrage and became a nightmare for the PR of
United Airlines (Nytimes.com., 2018)

2MANAGEMENT OF UNITED AIRLINES SCANDAL
 The CEO of United Airlines Oscar Munoz had issued many statements in the event of
the public criticizing the initial response of the airlines (Lumpé, 2016)
 United Airlines had to testify in front of the Congress in relation to the consumer
issue
Issues
 David Dao who is a Vietnamese Doctor was asked for leaving the Louisville-bound
flight so that it could enable the airline employees for boarding the plane (
Thetimes.co.uk., 2018).
 An altercation took place that caused the man to suffer from bruises
 The incident gave rise to worldwide furore and compelled the CEO to apologize
Cause and Aftermath
 The passengers on board the United Airlines flight had been offered $ 400 and a stay
at the hotl so that they would give up their seat (Eller & Moreira, 2014).
 The daughter of Dao, Crystal Pepper along with attorneys named Demetrio along with
Golan started working on the law suit
 There were a great deal of interactions on Face Book and hashtags were made use of
for referring to the event
Media Coverage
 The footage pertaining to the incident drew the anger of the users of social media
(Rapajic, 2016).
 The uploading of the video in Face Book drew criticism from all quarters
(Youtube.com., 2018).

3MANAGEMENT OF UNITED AIRLINES SCANDAL
 Chinese social media user accused the United Airlines of exhibiting instance of
racism because David Dao’s origin was Asian
Reactions
 The passengers of the United Airlines flight felt disgusted on account of this event
 The CEO of United Airlines apologized on account of these incident of re-
accomodating the passengers
Recommendations
 There should be the existence of new limits regarding when the passengers can be
removed from that of the flight
 Creating an automated check-in system which can help customers in expressing
willingness so that they will leave their seats (Patankar & Taylor, 2017).

4MANAGEMENT OF UNITED AIRLINES SCANDAL
References:
Baker, D. (2014). Low-cost airlines management model and 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-dragged.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