International Journal of Aviation, Aeronautics, and Aerospace Volume 6 Issue 2 Article 4 2019 A Tale of Two Airlines: A Comparative Case Study of High-Road versus Low-Road Strategies in Customer Service and Reputation Management Donna Roberts WW/Social Sciences & Economics,
[email protected] John C. Griffith Embry-Riddle Aeronautical University,
[email protected] Follow this and additional works at: https://commons.erau.edu/ijaaa Part of the Business Commons, and the Social and Behavioral Sciences Commons Scholarly Commons Citation Roberts, D., & Griffith, J. C. (2019). Aale T of Two Airlines: A Comparative Case Study of High-Road versus Low-Road Strategies in Customer Service and Reputation Management. International Journal of Aviation, Aeronautics, and Aerospace, 6(2). https://doi.org/10.15394/ijaaa.2019.1317 This Article is brought to you for free and open access by the Journals at Scholarly Commons. It has been accepted for inclusion in International Journal of Aviation, Aeronautics, and Aerospace by an authorized administrator of Scholarly Commons. For more information, please contact
[email protected]. A Tale of Two Airlines: A Comparative Case Study of High-Road versus Low-Road Strategies in Customer Service and Reputation Management Cover Page Footnote We would like to acknowledge the support of Embry Riddle Aeronautical University for providing funding for travel and software in support of this research. This article is available in International Journal of Aviation, Aeronautics, and Aerospace: https://commons.erau.edu/ ijaaa/vol6/iss2/4 Roberts and Griffith: A Tale of Two Airlines: A Comparative Case Study of High-Road versus Low-Road Strategies in Customer Service and Reputation Management Introduction This research represents an in-depth comparative case study highlighting the differences in marketing strategies, and customer service models between American low-cost carrier Southwest Airlines and European low-cost carrier Ryanair.