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The fur aspects of loyalty, perceived quality, identity of the brand and awareness all must be unified at the operational level of a business (Aaker, 1996). Who a company really is gets communicated in its millions of customer interactions daily. With the pervasive adoption of social media, there is an exceptionally high level of transparency today. This is seen in the Dave Carroll episode of the broken guitar (Perkins, 2009) and the 12 million views of United as of March, 2013. Brand equity and trust is all a company has when all their claims and marketing puffery are stripped away. Brand equity, authenticity, transparency and trust are the foundations of a successful business in these skeptical and at times cynical times. Trust is the currency companies will increasingly trade with and it is the fuel of sustainable, profitable growth over the long-term.
References
Aaker, D.A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102-102.
Block, J. (2011). Tackling customer service challenges. Inside Counsel,
Garfield, B. (2009). Music video forces united to clean up customer-service act. Advertising Age,...
United airlines loses 10-year-old girl flying alone, parents claim. Retrieved from http://www.huffingtonpost.com/2012/08/14/united-airlines-loses-10-_n_1775731.html
Laszlo, G.P. (1999). Southwest airlines - living total quality in a service organization. Managing Service Quality, 9(2), 90-95.
Michael, A.L., & Tsikriktsis, N. (2006). Organizational learning curves for customer dissatisfaction: Heterogeneity across airlines. Management Science, 52(3), 352-366.
Mitchell, A. (2000). Why brand equity is the true measure of success. Marketing Week, 23(27), 30-31.
Perkins, B. (2009). The power of viral revenge. Computerworld, 43(24), 40-40.
Sieczkowski, C. (2012, September 24). Supermodel Maggie Rizer claims united airlines killed her dog. Retrieved from http://www.huffingtonpost.com/2012/09/21/supermodel-maggie-rizer-united-airlines-killed-her-dog-bea-golden-retriever-_n_1903661.html
United Breaks Guitars Video on Youtube
http://www.youtube.com/watch?v=5YGc4zOqozo
Appendix 1:
American Customer Satisfaction Index, 2013
References
Aaker, D.A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102-102.
Block, J. (2011). Tackling customer service challenges. Inside Counsel,
Garfield, B. (2009). Music video forces united to clean up customer-service act. Advertising Age, 80(25), 25-25.
Huffington Post (2012, August 14). United airlines loses 10-year-old girl flying alone, parents claim. Retrieved from http://www.huffingtonpost.com/2012/08/14/united-airlines-loses-10-_n_1775731.html
Sieczkowski, C. (2012, September 24). Supermodel Maggie Rizer claims united airlines killed her dog. Retrieved from http://www.huffingtonpost.com/2012/09/21/supermodel-maggie-rizer-united-airlines-killed-her-dog-bea-golden-retriever-_n_1903661.html
http://www.youtube.com/watch?v=5YGc4zOqozo
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