【案例名称】Rapid Rewards at Southwest Airlines

【作者】Frances X. Frei, Corey Hajim

【页数】24

【格式】PDF

【语言】英语

【出版日期】2001年8月11日

【修正日期】2004年8月23日

【学科】管理业务 (Service Management)

【案例编号】602065-PDF-ENG

【来源】HBS Premier Case Collection

【网页】http://cb.hbsp.harvard.edu/cb/product/602065-PDF-ENG

【简介】

Used as part of the first module of a course on Managing Service Operations, which addresses managing the operating role of customers (606-032).

Southwest Airlines is well known as the low-fare airline that has achieved ongoing financial success in one of the most financially troubled industries in the United States.

Told from the perspectives of two Southwest customers--a frequent flier and a more typical customer--the case revolves around two customer service requests from the frequent flier, both of which provide a compelling temptation to cater to the satisfaction of the airline's highest revenue customers. The requests are intriguing because they would neither add cost nor increase the turnaround time of Southwest's service.

【学习目标】

To explore the economics of the airline industry, specifically, the economic importance of frequent fliers; 2) To provide an opportunity to explore under what circumstances it makes sense for a company to differentiate its service offering across its customer base. Exploring the ramifications of these two customer service requests exposes students to the inherent tradeoffs and intricacies of Southwest's operating model and customer service philosophy.

【涉及课题】

Customer service; Service management

【背景】

    * Industry: Airlines
    * Company Employee Count: 29,274
    * Company Revenue: $5,650 million revenues
    * Event Year Begin: 2001
    * Event Year End: 2001

【下载】

http://www.mbabbs.com/thread-441-1-1.html