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Introduction

In: Electronic Word of Mouth (eWOM) in the Marketing Context

Author

Listed:
  • Elvira Ismagilova

    (Swansea University)

  • Yogesh K. Dwivedi

    (Swansea University)

  • Emma Slade

    (Swansea University)

  • Michael D. Williams

    (Swansea University)

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).

Suggested Citation

  • Elvira Ismagilova & Yogesh K. Dwivedi & Emma Slade & Michael D. Williams, 2017. "Introduction," SpringerBriefs in Business, in: Electronic Word of Mouth (eWOM) in the Marketing Context, chapter 0, pages 1-3, Springer.
    • Handle: RePEc:spr:spbrcp:978-3-319-52459-7_1
    DOI: 10.1007/978-3-319-52459-7_1
    as

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