Growth, customer service and profitability Southwest style

Abstract

Purpose

The purpose of this paper is to describe the success of Southwest Airlines in the USA

Design/methodology/approach

The paper outlines the history of Southwest since 1967 and how the airline set new standards in customer service and employee satisfaction while recording records of unbroken profitability.

Findings

Southwest understands its market and has consistently implemented a strategy that has proven successful in capturing that market in the face of stiff competition.

Originality/value

The paper offers insights into how anyone can emulate the success of Southwest – if one is willing to invest the time, effort, and energy necessary to ensure that mission, goals, processes, policies and people are all aligned.

Citation

Rhoades, D.L. (2006), "Growth, customer service and profitability Southwest style", Managing Service Quality: An International Journal, Vol. 16 No. 5, pp. 538-547. https://doi.org/10.1108/09604520610686160