JetBlue: Leadership with Wings “To continue to lead humanity back to air travel.” » This is the promise that JetBlue Airways Corporation has made to its shareholders, customers and "crew members" to build a strong, solid and rapidly growing company. JetBlue uses two important tools that drive its success: low fares and excellent customer service. This growing discount airline strives to keep its costs low and achieves this goal by offering single-class service and eliminating airport lounges and full meal services. JetBlue relies entirely on technology with an operational strategy of choosing less busy airports located near major cities to reduce its turnaround times. Additionally, JetBlue offers leather seats, LiveTV (a satellite service with programming provided by DirectTV), and began adding XM Satellite Radio to its fleet in 2005 to emphasize customer value. According to our chapter, the service value model has six elements that focus on customer value. JetBlue flight quality is a perception based on customer expectations before actually trying the service. Comfortable leather seats along with the discounted price, for example, are a perception that the customer has towards that airline, but value is created when the customer's expectations are exceeded. Intrinsic attributes are another component adding value to JetBlue. This airline chooses its complementary service very carefully; as previously mentioned, full-service dining is eliminated, how...... middle of paper ......is the use of the strategy. That said, it's understandable why Neeleman says "you can be effective and efficient and still provide a great experience." Bibliography1- CIO Magazine. JetBlue has the sky ahead. July 1, 2002.2- CBS News. JetBlue: Fly higher? June 18, 2003.3 - Red Orbit News JetBlue is helping customers tell their stories with the launch of a groundbreaking brand program. March 30, 2006.4- Weekly trip. Jet Blue Plans dynamic package. March 21, 2005.< http://www.travelweekly.com>5- The New York Times Company. JetBlue will serve Dunkin Donuts coffee. January 24, 2006.6-WCBS TV. JetBlue adds plush comfort to red-eye flights. April 4, 2006.< http://wcbstv.com/business/local_story_094062858.html>7- CNN. JetBlue founder takes low-cost airline to new heights. April 19 2004.