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Jetblue: Delighting Customers Through Happy Jetting

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JetBlue is relentlessly focused on making sure that every customer experience lives up to the company slogan, “Happy Jetting.” At JetBlue, customer well-being is ingrained in the culture. The discount airline has focused on providing niceties that are simply not the norm when it comes to commercial air travel. Things like more legroom, comfortable leather seats, gourmet snacks, LCD entertainment at every seat, and free e-mail onboard. These things are sure to delight customers. But JetBlue knows that these tangible amenities are easily replicated. That’s why JetBlue’s real competitive advantage is its culture.

The goal is to provide exceptional customer service at every touch point. To accomplish this, JetBlue starts by hiring the right employees. Then, it trains them according to the company’s core values: safety, integrity, caring, passion, and fun. Loving customers breeds truly loyal customers who share the brand by word-of-mouth. Thus, customers are delighted far more by how they are treated by JetBlue’s employee’s than by what they get in a flight. As JetBlue and Southwest (the other low-fare airline known for excellent customer service) start to overlap on routes serviced, many are watching to see which will be victorious. In the end, the loser might just be “all other airlines.”


1. Give examples of needs, wants, and demands that JetBlue customers demonstrate, differentiating these three concepts. What are the implications of each for JetBlue’s practices?

2. Describe in detail all the facets of JetBlue’s product. What is being exchanged in a JetBlue transaction?

3. Which of the five marketing management concepts best applies to JetBlue?

4. What value does JetBlue create for its customers?

Is JetBlue likely to continue being successful in building customer relationships?

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