I own a few franchise stores, and employ a healthy number of people. Operational complaints from consumers go right in the round file or handed off to customer service.
You don't write the CEO for a luggage complaint. Alaska isn't a terribly large airline however they still operate over 800 flights a day and fly over 24 million passengers a year (source: Alaska Airlines website). Anyone is upper managements time is worth too much to mess with a single persons problem.
No surprise you are getting nowhere.
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