ch eventually was Southwest’s primary strength and one of the major contributor of their success), can further promote company loyalty among its employees which in return will definitely deliver not just great but rather, excellent customer service that will fully satisfy their customers.
Southwest Airlines’ success story was definitely not an easy business venture to accomplish because, as a new entrant in the airline industry way back in the seventies, they had to battle out large and well-established airline companies such as Continental Air just to be able to gain shares in the market and also, they even have to unfortunately adhere on to (unfair) state policies, one of which was the so-called Wright Amendment, whose alleged intention was to slow down Southwest’s progress [“Southwest Airlines (A)” p.53]. But despite all the obstacles hindering their company growth, Southwest’s strategy in confronting this dilemma however, under the leadership of Herb Keller the company’s CEO, was to give more focus into improving its services more for their customers’ satisfaction and delight rather than be provoked and get depressed by the imposed threats of their competitors. Among the other winning strategies that Southwest have fostered, which eventually spring-boarded their competitiveness, were to fly to airports that are underutilized and close to a metropolitan area (convenient for tourists and especially for business travelers), frequent on-time departures and arrivals, non-stop flying (from point-of-origin to destination), faster turnarounds (meaning, more time flying in the air than being on the ground), of course having low-cost fares which obviously is very attractive to customers, and best of all, their unsurpassed quality customer service [“Southwest Airlines (A)” p.55].
But to give emphasis on the major competitive advantage of Southwest against all of their competitors is their cost-saving structure because of their longer or non-stop