The Mission Of Southwest Airlines

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Southwest Airlines
The mission of Southwest Airlines is dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit. In 1967, SWA was incorporated and a proposal was submitted to the state to service the three largest cities in Texas, offering low fares, convenient schedules, and a "no-frills" approach that was completely contrary to the standards of the established airlines (Flynn, 2010). Based out of Dallas, Texas the airline proposal was completely a state matter because it was not prosing flying out of state and therefore did not fall under the regulatory tentacles of the Civil Aeronautics Board. After two years of state and federal court battles, the
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This tactic raised eyebrows and ss the airline grew it realized they needed to make their dollar stretch further. So thinking outside of the box, they decided to purchase only 737’s and this help out in saving on maintenance costs, labor costs, and parts. When one of Southwest’s main competitors of the 1970’s dropped their full-frills ticket price to just below their no-frills ticket, Southwest Airline was forced back outside the box and decided that, with already rock bottom prices, Southwest’s creative thinking pushed them to offer a bottle of whiskey to each passenger on a full fare ticket, which was almost double the price of the reduced fare. This was so popular with the frequent flyer passengers that for several months Southwest Airlines became the largest whiskey distributor in Texas and eventually the other airlines brought their prices back up (Top Dog, 2011). The next court battle came shortly after DFW was built and all airlines, except Southwest were required to move from LUV to DFW since ultimately Southwest Airlines won the battle to remain at Love Field. In attempt to curb Southwest’s expansion, major airlines operating out of DFW pleaded with congress to bar flights from Love Field to anywhere outside of Texas (Flynn, 2010). In 1978, the Wright Amendment was passed. A compromise that did not bar service to outside of Texas but did restrict
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