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United Airlines Case Study

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United Airlines’ Costumer Crisis
The Issue:
United Airlines was boycott by many angry customers after the crew of the flight 3411 that served from Chicago O'Hare International Airport to Louisville, Kentucky asked the airport security officers to drag out costumer Dr. David Dao from his seat because of an overbooked flight on April 9, 2017.
According to the statements released by the airline, Dr. David Dao refused to give voluntarily his seat to some crew members that needed to get to Chicago. The United staff had to ask security officers to get the man out of the plane. While all this was happening, people recorded the event and uploaded footages to social media.
The video of Dr. Dao covered in blood and being dragged out through the aisle became viral on Twitter and Facebook crashing not only United Airlines customer’s loyalty but also other airlines’ efforts towards new policies to increase their profits from baggage, seat reservation and other services.
United Airlines’ Respond to the Issue:
Oscar Munoz, United Airlines’ CEO, issued a statement saying that the event was "upsetting" for United, and he apologized "for having to re-accommodate" customers. This made people angrier since he used the word “re-accommodate” which was something that did not happen, instead they forced the Dr. Dao to give his seat. Since he did not accept the removal from the plane, they had to drag him out of the plain.
Criticism was notably presented. Throughout Facebook and Twitter, people disagree with the statement on the issue. One twitter user wrote, “Nice to know [that] ‘re-accommodate’ on United means now means ‘drag you violently out of your seat.’”
United also seemed to be on the offensive asserting that Dr. Dao was at fault. Internet users circulated a letter in which Mr. Munoz blamed Dr. Dao for not cooperating with the officers and to defy them. Later on, the airline changed its attitude toward the issue with a statement released by Mr. Munoz saying that United will take “full responsibility” for the issue.
Dr. Dao and United Airlines arrived to a settlement which was not announced to the public. The security officers were removed from their position. This affected the company’s stock market. The shares

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