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Case 4
JetBlue: Delighting Customers Through Happy Jetting
This case can be used with Chapter 1, the marketplace and customer needs, or Chapter 2, service
culture. For Chapter 1 the instructor should focus on customer needs, wants, and demands
For Chapter 2 the instructor can use the service culture
focusing on serving and satisfying the customer.
Chapter 1
1. Give examples of needs, wants and demands that JetBlue customers demonstrate,
differentiating these three concepts. What are the impli
practices?
Need is the essential human requirements, which is a state of felt deprivation; basic physical
needs for food, clothing, warmth, and safety, as well as social belonging, affection, fun, and
relaxation. Based on this question of needs by JetBlue, customer needs to get certain
Want does not an essential human requirement for a living; it shaped by culture and individual
so, they take a bus, a drive, or plane. So, the want would be to
2
JetBlue transaction?
Value is being exchanged in a JetBlue transaction. While customers book a flight, they are
exchanging their money, time and effort to find information what kind of product and service offers.
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3. What value does JetBlue create for its customers?
We need to discuss in terms of customer-
the difference between all the benefits and all the costs of a market offering relative to those of
Chapter 2
1. Explain how JetBlue has created a service culture.
2. Do you think JetBlue would be a good company to work for? Explain your answer.