This video describes the case of the jetBlue airline which has been quite successful in the competitive and ailing airline industry. The airline has striven to cut costs in major ways (through very efficient operations) in order to provide high levels of customer benefits (i.e., leather seats, individual TV sets with 24 channels) at very competitive low prices. The airline also increased security measures in order to reduce passenger fears of flying. This video is an excellent example of how to stress certain attributes in order to influence a high involvement consumer decision. It also illustrates the importance of the customer experience and emotions in flying.
1. What are the key consumer factors that influence the decision to fly? How does jetBlue address these factors?
2. How are emotional factors important in this situation? How does jetBlue address these factors?