Core Viewpoint - The case highlights issues with Sichuan Airlines' mileage redemption program, where a customer found that using 1400 miles and 36 yuan for a 5 kg bag of rice resulted in a minimal discount compared to the market price, raising concerns about transparency and customer service [1][3]. Group 1: Customer Experience - A customer used 1400 miles and 36 yuan to purchase a bag of rice, only to discover that the same product was available on JD.com for 37.9 yuan, indicating that the mileage only provided a discount of 1.9 yuan [1][3]. - The customer faced difficulties in canceling the order and experienced delays in shipping, with the order eventually being split into two packages without clear communication from the airline [1][3][4]. Group 2: Company Response - Sichuan Airlines' customer service stated that the issue would be forwarded to the relevant department, but no follow-up communication was received by the customer or the media [4]. - The airline's mileage redemption rules have been criticized for being unclear, leading to confusion among customers regarding the actual mileage required for various products [4]. Group 3: Industry Context - Complaints about mileage redemption programs are not isolated, as evidenced by a previous incident involving Eastern Airlines, where a celebrity's account was cleared of 500,000 points, drawing attention to the need for clearer rules and better customer service in the industry [4]. - Legal experts emphasize that businesses should operate with integrity and transparency, ensuring that promotional rules are clear and favorable to consumers [5].