JetBlue: Leadership with Wings"Continue to bring 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 significant tools that drive its success: low fares and excellent customer service. This growing discount airline works to keep costs low and achieves this by offering first class service and eliminating airport lounges and full meal services. JetBlue relies completely on technology with an operational strategy that involves choosing less crowded airports located near large cities to reduce turnover 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 components that focus on customer value. The quality of JetBlue flights is a perception based on the expectation customers have before actually experiencing the service. The comfortable leather seats along with the discounted price, for example, are a perception that the customer has towards this airline, but value is created when the customer's expectation is exceeded. Another component that adds value to JetBlue is intrinsic attributes. This airline chooses its supplementary service very carefully; as mentioned above, full-service meals are eliminated, as… half of paper… smart use of strategy. That said, it's understandable that Neeleman says that "you can be efficient and effective and still deliver an exceptional experience." Bibliography1- CIO Magazine. JetBlue skies ahead. July 1, 2002.2- CBS News. JetBlue: Flying Higher? June 18, 2003.3- Red Orbit News JetBlue helps customers tell their story with the launch of a revolutionary brand program. March 30, 2006.4- Travel Weekly. Dynamic package of Jet Blue plans. 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 convenient comfort to Red-Eye flights. April 4, 2006.< http://wcbstv.com/business/local_story_094062858.html>7- CNN. JetBlue founder takes low-fare airline to new heights. April 19th 2004.