Chapter One
Question 1
Generally, customers in the market have needs, wants, and demands. Any given organization should always consider determining the needs, wants, and desires of customers before launching a product. As such, understanding one’s own customers is critical for the success of a business. The customer needs refer to a particular desire that causes a customer to buy a product. JetBlue’s customers need to travel faster from one location to another at an affordable cost. Therefore, JetBlue strives to meet the need for a faster and affordable means of transport from one place to another ( Corbo, 2017) . There are several reasons why customers need a faster and affordable means of transport. Some customer need to close business deals while others visit relatives and friends. Therefore, JetBlue has to provide affordable and reliable air transport services to its customers in order to effectively meet their need. JetBlue’s customers also have wants. Essentially, wants refer to customers’ desires that can be satisfied by consuming a product or service. For instance, the customers want more comfort, food, and convenience. JetBlue has addressed the wants by providing options for more spacious and comfortable coaches in their aircrafts. The company also provides a wide range of beverages and snacks to satisfy the customers during the travel. In order to enhance convenience, JetBlue has enhanced customer convenience by providing an option for VIP passage through airport security screening. The customers who purchase such a VIP product are able to save time by bypassing airport security checks. JetBlue’s customers also have several demands. A demand generally refers to a customer’s desire and willingness to a price for a specific good or service. Essentially, JetBlue’s customers demand excellent customer service. The customers are willing to pay more for customer satisfying experiences provided at JetBlue. The company has responded to such a demand by inculcating a service culture among employees. The employees are able to provide a delightful flying experience for the customers. For instance, the airline has a variety of services aimed at enhancing customer experience. More legroom, mint services, and an obsessive focus on a delightful customer flying experience are some of the demands being met by the company with the aim of ensuring that customers get satisfied and recommend the airline’s services.
Question Two
Basically, JetBlue has strived to differentiate itself from some of the major airlines in the US by employing certain strategies. For instance, its products have some unique features that are designed to enhance customer satisfaction and loyalty. JetBlue’s products have several critical facets that ensure that the customers are kept coming for more. The company has ensured that its products are cheaper without necessarily compromising on quality. The product features serve to exceed customers’ expectations, given the low cost of travelling with JetBlue ( Corbo, 2017) . Since the customers paid cheaper prices, they expect to get average services. However, JetBlue disapproves them by offering high quality service at pocket-friendly prices. Thus, low cost is one of the critical facets of the JetBlue products. Another important facet of JetBlue’s products is comfort. The company has ensured that passengers have an extra legroom to enhance comfort. As such, JetBlue’s customers’ enjoy more legroom than those who travel using other competing airlines with the same price range. Additionally, the customers have an option to purchase more spacious rooms in the plane. Another significant facet of JetBlue’s product is convenience. For instance, VIP passengers are able to save more time by bypassing security screening at the airport. This ensures that the customers save a lot of time during the travel. Finally, excellent customer service also serves as an important facet of the airline’s products. the company has established a culture of service where employees focus on delivering the best possible customer service.
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Question Three
JetBlue has created great value for its customers. For instance, the customers get more value from their money. Essentially, JetBlue’s customers get more for less. The customers get more comfort, free beverages, convenience, and delightful customer experience. JetBlue has been able to create more value by pursuing operational efficiency ( Karatepe & Vatankhah, 2014) . For instance, JetBlue’s planes are fuel efficient. This means that no extra operational costs are transferred to the customer. Due to such cost-cutting measures, JetBlue is able to offer a best selection of free beverages and snacks to its loyal customers. The passengers can also enjoy free entertainment while travelling with JetBlue. The airline also affords convenience to its customers who are keen to save more time. For example, the company offers VIP passage to some of its passengers who would like to bypass airport security screening.
Chapter 2
Question One
JetBlue has been able to create a service culture by putting the customer at the heart of its vision. The airline’s vision is “To become the America’s favorite airline by bringing humanity back into air travel”. Such a vision serves to effectively communicate the organization’s purpose to the crew members (Bressler, 2014). The vision serves to encourage the employees to make a firm commitment to deliver an experience in service that is unrivalled. The company also identified five core values that the employees were expected to embrace. The core values that employees are expected to stand for includes safety, caring, passion, integrity, and fun. The core values ensure that the employees put the customer first in whatever they do. Additionally, JetBlue’s slogan, “You above all”, emphasizes the centrality of the customer in the organizations operations.
Question Two
I believe that JetBlue is a good company to work for. The core values of the organization are outstanding, as they paint a picture of an organization that values not only its customers, but also its employees. This is because happy employees make happy customers. As such, I am convinced that JetBlue treats its employees well so that they can be able to make a firm commitment to achieve the goals of the organization.
References
Bressler, M. S. (2014). Building the winning organization through high-impact hiring. Journal of Management and Marketing Research , 15 , 1.
Corbo, L. (2017). In search of business model configurations that work: Lessons from the hybridization of Air Berlin and JetBlue. Journal of Air Transport Management , 64 , 139-150.
Karatepe, O. M., & Vatankhah, S. (2014). The effects of high-performance work practices and job embeddedness on flight attendants' performance outcomes. Journal of Air Transport Management , 37 , 27-35.
