• Service Failure that Impairs Corporate Image – The Case of the Passenger Being Forcibly Dragged Off United Airlines Flight

Abstract

This case depicts the incident that one passenger was dragged off United flight in order to offer students a context to learn about common practice of overbooking in the aviation industry, as well as the service recovery issues upon service failures.

From this teaching with case, students learn about the implications of flight overbooking in the aviation industry. In addition, students can learn from the case discussion how a service failure became a disaster for the image of United Airlines.

Keywords: Flight Overbooking in the Aviation Industry, Service Failures, Service Recovery