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Chapter 9 Case Study

Case 9.1: Southwest Airlines Thrives on Customer Service

Question 1: How does Southwest’s customer service affect its bottom line?

Question 2: Among 47 industries, airlines overall continue to earn the lowest customer satisfaction score. What could they learn from Southwest?

Case 9.2: Merrill Lynch Tells Its Advisers: Join a Team

Question 1: What incentive is there for an adviser who was an established clientele to join a team?

Question 2: What are the benefits for the client and for Merrill Lynch of a team approach to managing investments?

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