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MKT610 Assignment 1 Spring 2020  

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Asim.ksa
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27/07/2020 5:23 pm  

MKT610 Cosumer Relationship Management Assignment 1 Spring Solution & Discussion 2020


Due date: 28-07-2020

Learning objectives: The objective of this assignment is to make students familiar with the
concept of Complaint Handling Strategies.

Case: On April 21, 2017, Pakistani singer Waqar Ali witnessed a flight of a United States airline carrier
carrying luggage from Chicago, tossing his guitar into the luggage compartment. When he found
her $2,500 guitar severely damaged at the destination, he immediately protested the
airline. However, all United airline officials he contacted throughout the nine months avoided his
responsibility. Waqar was forced to hear repeatedly that he could not be compensated. Waqar, felt
angry and betrayed by United Airline treatment, decided to make a music video based on his
feelings and experiences. On June 8, 2018, 15 months later, a music video titled 'United Breaks
Guitars' was uploaded to YouTube. The 4 minute and 36-second music video released by Carol
recorded 150,000 hits a day, and over 5 million hits a month later. In addition, more than 9 million
comments, such as unpleasant experiences related to the airline or boycotts, were posted over the
course of a month, and the United airline suffered a severe blow to the image.

Requirement: What are the three different waysstrategies that can help United Airlines to recover the lost
image of the company? (3*2 = 6 Marks for identification & 4 Marks for explanation)

Learning outcomes: After attempting this assignment, students will be able to recall basic
concepts of complaint handling and learn its practical application.

Learning outcomes: After attempting this assignment, students will be able to recall basic
concepts of customer satisfaction and learn its practical application.


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