SEMINAR 1: COMPANY CASE: JET BLUE: DELIGHTING CUSTOMERS THROUGH HAPPY JETTING.
Answer the “Questions for Discussion” using the book, your knowledge and ideas and class material. 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? Needs are the basic human requirements; people need food, air, water, clothing, and shelter to survive and also have strong needs for creation (through sexual intercourse), education, and entertainment. Based on the case study some examples of needs use by the JetBlue is good foods and beverage – “open bar for snacks. They are constantly walking around offering it. I never fell thirsty. I never feel hungry.” (A customer opinion about is needs satisfaction) Wants is something that you would like to have but it is not essential for living (a good or a service that if you don't have it, you would still survive). According to the text some customer’s wants using by the company are: comfort such as the implementation of “seats with three more inches of legroom than the average airline seat”, entertainment during the flight “Every seat has its own LCD entertainment system. And Customers can watch any of 36 channels on DirectTV or listen to 100+ channels on Sirius XM radio, free of charge”. Also they offer additional services for example free WIFI in the terminals and free sending and receiving of e-mails and instant message in the air. Demand is a want for products or services for which you are willing and able to pay. JetBlue offer to its customers a low cost fly including all services and products that can make the fly more enjoyable. People can satisfy their demands by paying cheap and received what they want to satisfy their demands because they can purchase it. Using a good example is that the company is always offering something to eat or drink during the flight and people already pay for it in the ticket...
Please join StudyMode to read the full document