BUSINESS IA

What strategies should united airline

implement to improve customer
satisfaction to increase its market share?

Table of Contents
Introduction:.......................................................................................................... 2
Main Body:............................................................................................................. 2
The prime role of customer relations:.................................................................2
Customer relations its innovative strategies for United Airlines:.....................2
Creating a kiosk for complaints and feedback:................................................2
Providing efficient training to the customer relations executives:...................3
SWOT analysis of United Airlines:..........................................................................3
Strengths of United Airlines:............................................................................... 4
Weaknesses of United Airlines:...........................................................................4
Opportunities of United Airlines:.........................................................................4
Threats faced by United Airlines:........................................................................4
Comparison between customer satisfaction and increase of market share:..........4
Manipulating strategies involving a sixth-sense in business:.................................5
Conclusion:............................................................................................................ 5
References:............................................................................................................ 6
Appendix A............................................................................................................ 7
Appendix B............................................................................................................ 8
Appendix C............................................................................................................ 9

Introduction:

United Airlines is a paragon of aviation industry as compared to all other aviation companies
located in Chicago. This Pan-American airline operates across various foreign countries all
over the world. A massive presence of the same airlines is even located in different
destinations of Asia and Pacific islands(Smith and Jamie). This aviation company can even be
considered as one of the topmost airline industry that dominated the world horizon prior to
1920s with the name of The Boeing Company. This company is presently one of the topmost
aircraft manufacturers across the globe.
The major issue faced by this company at this moment is the reduction in customer service as
far as global standards are concerned. Moreover, the company needs to focus on the pseudoneeds of the posh customers that the aviation industry mostly frequent. Keeping all these
things in mind, some crucial strategies are implemented to ensure better satisfaction to the
customers. Another important point is the augmentation of market shares with the increase in
customer service. This is also kept in mind while formulating the strategies of the company.
Main Body:

The prime role of customer relations:

Customer relationship is the machine that gives exemplary mental peace in the minds of
customers. No matter what the business is, a customer always gets close contact and personal
touch by means of customer service(Chris Adalikwu). It doesnt become much plausible for a
big business concern to run the business and reach every door of their beloved customers.
However, through the contrivance of customer relations it can achieve that desired goal. It is
also helpful to understand the minds of the customer to know the direction of business.
Business is called to be very ethical if it deals with the issue of customer satisfaction very
strongly.
United Airlines is an aeronautical company with no exception to the above rule. Its one of
the major companies from the aviation industry, and this makes it possible to provide an
immense service to the common people including businessmen to get the best facility in
aviation(Du Wenjiang). However, a thorough customer service is the main requirement of all
aviation industry to achieve progress in terms of market share. Some strategies are definitely
to be implemented to keep the increasing factor of this market share running. Without an
increase in the market share and thereby revenue of business, it seems that the business has
stopped keeping the ball rolling.

Customer relations its innovative strategies for United Airlines:

Creating a kiosk for complaints and feedback:
Some innovative strategies are required to be adopted in order to ensure a complete
credibility in business. As we all know, a business trip in a particular airlines is just a small
journey. A customer definitely cannot afford to lose much time in handling the customer

service related maladies. The company is mainly focused on helping the customer through a
kiosk where the customers can put forward their problems or issues. The feedback thus
provided will be channelized within one hour throughout the business for a handy solution
within the same time frame. This particular strategy will definitely save the time of every
customer and help them to understand the difference of this company with other companies in
the aviation industry as far as handling of customers is concerned.
Providing efficient training to the customer relations executives:
The people providing the customer service can be considered as the front face of any
hospitality industry. United Airlines being a part of the hospitality industry is not an
exception. So, this is another effective strategy implemented by the United Airlines for
increasing the market share along with providing the best customer satisfaction. The
employees who are hired for giving efficient customer service might have certain loopholes.
However, such disadvantages can be busted with this smart technique of inculcating certain
training methods within the organization.
SWOT analysis of United Airlines:

As we all know, SWOT analysis forms an important part of managing every business. So, a
proper SWOT analysis of United Airlines cannot be ruled out in this regard. A proper case
study of the SWOT analysis of United Airlines is given below:

Strengths of United Airlines:

Its the mother company of two first-class companies in the aviation industry, the
Continental Airlines and the United Airlines
The brand is very trustworthy
Its considered as the largest network across China and U.S and spreads across many
places throughout Asia. It is one of the best business carriers.
It consists of more than 85000 employees

Weaknesses of United Airlines:

Financial let down in the present moment

Dependence on third-party providers

Opportunities of United Airlines:

Growth of airlines industry all across the world

Disposal of peoples income for facilitating air travel
Global penetration to customers doorstep by all companies in the aviation industry

Threats faced by United Airlines:

Huge competition in the U.S market

Increasing cost of fuel
Union related problems involving strikes

Comparison between customer satisfaction and increase of market share:

Market share is dependent mainly on the share market and the impact of revenue deduction or
increase of a particular company. The share market and the rules and regulations of its
calculation impact the increase or decrease of a particular company. Of course, United
Airlines is not an exception(Lhabitant, Francois-Serge and Greg N Gregoriou). There are
multifarious commerce specialists and veterans in business management always working for
increasing the revenue manifold for keeping the share rate buoyed. Such dimensions of
business cannot be overlooked in any possible way. However, the basic requirements of
customer satisfaction and its subtle role in the business marketplace are never to be
underestimated.
The guest relations officers are always provided with the volition of choosing the best way to
deal with the customers. There have always been several ambiguities about this so-called
personal freedom of choice given to the customer relationship management in United
Airlines. However, such wariness got vanquished by the choicest service given by the
hospitality section of the company(Makasi). The guest relations officers including the air
hostesses of this Chicago based airlines are always manifested with the innate quality of

etiquettes that is imbibed into them through wonderful training. The rest is always dealt with
a precociousness of guest relations manager.
Manipulating strategies involving a sixth-sense in business:

Enlarging a business in hospitality industry requires some sixth-sense along with business
dexterity in handling customers. Often giving too much indulgence to customers drive smart
customers away(Pizam). This mainly happens due to the age-old notion of a layman that too
much persuasiveness in a business indicates con and dishonesty. So, the hospitality staff
dealing with the relationship management is always apprehensive about fake customers and
hoax calls (Du Wenjiang). Moreover, a dampening of business can occur due to the fake calls
made by other business organizations privately to check the internal details of another
management.
It is also to be understood that every business has an ethical value to the consumers and
thereby the society at large. Customer satisfaction is definitely justified but not at the cost of
lowering business prestige(Smith and Jamie). When a customer plays prank with the guest
relations officer the concerned person should deal with it in a very courteous manner. The
ability of a business to deal with such circumstances proves the agility of business in a global
dimension. The Chicago based United Airlines leave no stone unturned to follow this basic
method for building a trustworthy connection to all its genuine customers.
Another aspect of sixth-sense comes with understanding the overall overview of the
customers. The entire synopsis of customer feedback can definitely make a business
understand the real lookout of its customers. In todays world, customers do not mean the
only customers of a particular business unless it is a monopoly(BOONE). A customer
definitely gets the choice of moving elsewhere but a business needs to understand the
demands of the customers. The entire summation of customer demands must be made in
order to keep a business up and running in todays market. Nevertheless, United Airlines have
been maintaining that since inception.
Conclusion:

Every business runs effectively by administering proper and healthy customer relations. This
is certainly too much important for the aviation industry as it deals with high-class customers.
All the business must accept that it has flaws. However, a business should try its best to avoid
such flaws and concentrate on giving it a global outcome. In other words, all businesses
should become intellectually mature day by day(Chris Adalikwu). It is this that results in
growth of business and aviation industry is no exception to that.
United Airlines has severe competitors and it depends too much on third-party providers for
fuel and technology. So, the only thing the business thrives on is customer relationship and
satisfaction. This is the main aspect of this business that helps increasing its revenue in the
offing.

References:

BOONE, LOUIS E. Contemporary Marketing, 2013 Update. [s.l.]: Cengage

learning custom p, 2012. Print.
Buttle, Francis. Customer Relationship Management. Amsterdam: Elsevier
Butterworth-Heinemann, 2004. Print.
Chris Adalikwu,. "Customer Relationship Management And
Satisfaction". Afr. J. Bus. Manage. 6.22 (2012): n. pag. Web.

Customer

Du, Wenjiang. Informatics And Management Science I. London: Springer, 2013.

Print.
Jones, Steve, and Ashok Ranchhod. "Marketing Strategies Through Customer
Attention:
Beyond
Technology-Enabled
Customer
Relationship
Management". IJECRM 1.3 (2007): 279. Web.
La, Suna, and Youjae Yi. "A Critical Review Of Customer Satisfaction, Customer
Loyalty,
Relationship
Marketing,
And
Customer
Relationship
Management". kmr 30.1 (2015): 53. Web.
Lhabitant, Francois-Serge, and Greg N Gregoriou. Stock Market Liquidity.
Hoboken, N.J.: J. Wiley & Sons, 2008. Print.
Makasi, Africa. "The Impact Of Operational Customer Relationship Management
On Customer Loyalty". MJSS (2014): n. pag. Web.
Pizam, Abraham. International Encyclopedia Of Hospitality Management.
Amsterdam: Elsevier Butterworth Heinemann, 2005. Print.
Smith, Jamie E. Making Money From Stocks & Shares. Oxford: How To Books,
2010. Print.

Appendix A

Appendix B

Appendix C