Case 1: JetBlue: Delighting Customers Through Happy Jetting (Textbook page: 581)

Guideline and Suggestions

1. Please locate on your own and conduct and research the most common “General Guideline to Solving Case Studies” before start.
2. Read the case twice: once from top to down; second, by focusing on each statement
3. When you analyze the case, think professionally. You better review the related chapter(s).
4. Provide complete and appropriate response for each question (not less, not much)
5. Please use the framework as provided below (second page)
6. Using bullet points is the best style

The format of the assignment:

1. Length: Maximum 2 pages (remember: the content is more important than no of pages)
2. 1.5 space, with Arial or Times New Roman, 11 fonts
3. Margins: 1. inch from left & right, 0.5 inch top & bottom

Evaluation:

Assignments will be evaluated in terms content with an emphasis on originality, analysis, completeness of the information, organization of your ideas, appropriate, conciseness, and clarity.

Copy-and-paste the questions to an MS Word document in order to answer them.

1. Give examples of needs, wants, and demands that JetBlue customers demonstrate, differentiating these tree concepts. What are the implications of each for JetBlue’s practices? (your opinion based on the facts given in the case)
2. Describe in detail all the facets of JetBlue’s product. What is being exchanged in a JetBlue transactionl? (your opinion based on the facts given in the case)
3. What value does Jetblue create for its customers? (your opinion based on the facts given in the case)
4. Explain how JetBlue has created a service culture? Do you think JetBlue would be a good company to work for? (Answer only based on the facts given in the case)