Predicting the impact of Promoters/Detractors fraction on word of mouth marketing for JetBlue

1
Predicting the impact of Promoters/Detractors
fraction on word of mouth marketing for JetBlue
, the Detractor Fraction against Departure Delay
and Arrival Delay
Probability distribution of departure and arrival
delay calculated from JetBlue data Dec 07 and Jan
08
Survey results vs. departure delay and arrival
delay

• Expected values are 13.5 and 11.0 min, and
  medians are
• -1.0 min and 0 min respectively for departure and
  arrival delay.

Our research shows that there are moderate
correlations between the Net Promoter Fraction
and the delays
Our calculations tells us that more than half of
the flights for JetBlue in the period of Dec 07
to Jan 08 are in schedule
Results and sensitivity analysis according to
different service levels
Base model structure (Upper half tree)
Results and sensitivity analysis according to
different traffic loads
Net Promoter Score (NPS) is used to evaluate the
customer loyalty. JetBlue sends out 35 surveys
for each flight served. Our model establishes a
quantitative link between good service and
customer satisfaction to see how customer
satisfaction can lead into actual rewards for
JetBlue Airways
Better service contributes to the actual rewards,
but not as much as the intuition goes heavier
traffic load contribute to the actual rewards
linearly
Our investigation shows it is of central
importance to assess the actual impact of word to
mouth marketing given NPS.
A. Daniel Lopez Gutierrez Jieying Zheng Jose Luis
Preciado Arreola Michael Ke Zhang
Service level is not determinant to customer
satisfaction. Marketing strategy and operational
effort should be used at an optimal mix.