Customer Service in the United States

Abstract

This case examines the airline industry in the United States as an example of customer service. It uses authentic customer service letters as a springboard for a broader discussion of the current condition of customer service. Anyone who has received customer service from a large organization can relate to the content of this case, perhaps adding their own experiences. The case is applicable to both undergraduate and graduate courses in strategy, marketing, customer relationship management (CRM), and customer loyalty.