Primary File Info
Delta Airlines: Not Exactly “Flying High”
Cheryl B. Ward, Diane R. Edmondson, Lucy M. Matthews
January 1, 2017
Strategy & General Management, Marketing & Sales
crisis management, service quality, service recovery, social media marketing, marketing
Journal of Critical Incidents
This critical incident describes a situation in which Sarah, a frustrated Delta customer, spent over 16 hours stranded in the airport due to flight cancellations because of a Delta technology failure. During this time, Sarah and thousands of others took to social media to express their feelings toward Delta and Delta’s limited service recovery efforts.