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Customer Commitment - Essay Example

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Summary
The importance of ethics in doing business cannot be undermined, wherein sales can still plummet due to consumers’ perception of ethical breaches and dishonesty within companies despite strong commitment from some customers (Ingram, Skinner, & Taylor, 2005). In addition,…
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Customer Commitment

Download file to see previous pages... roll’s guitar, on a scale of 1 to 10 the ethical breach would be 9 since it is clearly very unethical for a company to ignore repeated consumer complaints, especially when the services provided by United Airlines includes the comfort and satisfaction of their passengers. Since Mr. Carroll has already sent complaint letters multiple times, the best course of action to pacify him and come to agreement on how the complaints will be settled without the company having to admit total fault and giving his demands is by sending him an apologetic reply immediately and inviting him for a personal dialogue concerning his complaints and the possibility of settling the issue and gaining his trust back. This step can be further guided by Maxham & Netemeyer’s ethics process model (2003) which is customer-centered by putting all customers in the shoes of their clients, so that they could empathize with them and provide appropriate responses. It is expected to provide favorable outcomes for both United Airlines and Mr. Carroll if executed properly. While this step may seem simple, it is a necessary action to prevent Mr. Carroll from feeling that his complaints have been completely ignored and making him feel that he is an unimportant customer, as well as to prevent him from taking actions that can affect United Airlines as a whole prematurely (such as posting songs or complaints through the internet).
In addition to the aforementioned mitigation steps for the issues with Mr. Carroll, as Regional Manager a meeting with other concerned divisions and supervisors must be called in to fully give the details that lead to the situation, to explain the repercussions that can happen and affect the impression and trust of important clients, stakeholders, and the public due to Mr. Carroll’s dissatisfaction and ignoring his complaints, and to create the terms of settlement that will be offered to Mr. Carroll such as creating a list of possible settlements and allowing him to choose only ...Download file to see next pagesRead More
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