Introduction

Elvira Ismagilova, Yogesh K. Dwivedi, Emma Slade and Michael D. Williams
Additional contact information
Elvira Ismagilova: Swansea University
Yogesh K. Dwivedi: Swansea University
Emma Slade: Swansea University
Michael D. Williams: Swansea University

Chapter Chapter 1 in Electronic Word of Mouth (eWOM) in the Marketing Context, 2017, pp 1-3 from Springer

Abstract: Abstract In March 2008, a musician called Dave Carroll and his band, the Sons of Maxwell, had a trip from Halifax to Nebraska through Chicago’s O’Hare airport. According to Carroll’s claim, his guitar was severely damaged by United Airlines baggage handlers at O’Hare airport. While he was ready to get off the airplane, he could hear that another passenger screamed: “My God! They’re throwing guitars out there!” Later, when he got his luggage, he discovered that his $3500 Taylor guitar was broken. To get compensated for the guitar, Dave Carroll experienced a customer service nightmare. For 9 months the musician tried to get his claim processed with United Airlines. The company rejected his claim stating that he had waited longer than 24 h to process it. Still the musician has not stopped. He tried to call them and email them; he even said that instead of reimbursing his money United Airlines could just offer him $1200 in flight vouchers, which cover the cost of the guitar’s repair. Still, United Airlines said a firm “No” (Wilson 2011).

Keywords: Purchase Intention; Personal Selling; News Broadcast; Social Networking Platform; Marketing Professional (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:spr:spbrcp:978-3-319-52459-7_1

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DOI: 10.1007/978-3-319-52459-7_1

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