It’s a song, a smile, a cheer, and the LUV.

Southwest Airlines has been able to stay profitable in the past few years while traditional airlines are majorly struggling. The financials are amazing. However, Southwest is so much more than just a profitable organization. We are setting out over the next few weeks to see what it is that makes Southwest so successful. Why is the airline positively deviant in such a crumbling, bankruptcy-ridden industry? Southwest is different. There is not a simpler way to put it. Watch below and get excited to want to fly again.

When people think of Southwest they think about fast, cheap, short flights. If they are frequent travelers, they are quick to point out that checking bags is free. People might even go on to sing a little jingle a flight attendant has sung on one of their flights. That’s right people-Southwest flight attendants often like to spice up the journey with a couple little jingles. No more stuffy, overheard voice explaining “there are two side doors in the back…,” we all know the rest. What if this woman was your flight attendant?
 

You remember what she said, don’t you? You are intrigued. Well, so are we. We believe that Southwest is successful because of its brand image, internal culture, innovative overall idea, and its maintained competitive advantage. The branding, or external appeal, makes people want to fly with Southwest and invest. The corporate culture allows employees to have fun and in return make the customers happy. They operate with an innovative idea of being the airline industry’s  low-cost leader. Finally, it makes sure no other airline will be successful in trying to mimic the airline.

A Quick Glimpse to the Past:
The Dallas based low-cost airline was established in 1971 by Rollin King and Herb Kelleher and is currently the largest airlines in the US in regards to domestic passengers carried. They operate more than 3,300 flights a day, to 97 destinations in 42 states. These trips are quick and the airline prides itself on the quick turnaround time at the gate.
        The President and CEO is Gary C. Kelly. The airline’s employees are unionized and, as evidenced, extremely entertaining.  Recently the airline has completed several acquisitions in order to increase revenue and raise the number of destinations available.
        The company thrives on its innovative and distinctive marketing campaigns. Throughout the years, Southwest has adopted the LUV mentality. Originally it came from the fact that the airline first used planes on the LUV field. However, it has stuck around. There are several different reasons for this, but all focus around the idea of a relaxed and easy way to travel. People will LUV Southwest.

Most recently, Southwest has focused on passengers’ “want to get away.” In a bad situation, not having fun, or you broke your roommate’s TV? Get away. Oh-and please take Southwest.

Since its founding, Southwest released statements have shared a very clear message.
Mission:  "The mission of Southwest Airline is dedication to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride and Company Spirit"- Gary Kelly, CEO Southwest Airlines

"Our people are our single greatest strength and most enduring longterm competitive advantage." -Gary Kelly, CEO Southwest Airlines.

We know what they are saying and look forward to find out if it is true.

We are excited to get to know Southwest Airlines in the coming weeks! Stay tuned!

Hypothesis:
Southwest is a fun place to work that provides a great service at a lower cost because of the branding, internal culture, innovative ideas, and their competitive advantages. These things stem off the internal culture of the company. We propose that Southwest Airlines has a strong focus on internal culture and a want for customers to experience the same positive culture that their employees get to experience. We believe that this focus on internal cultural helps the employees offer great customer service. 

A happy employee makes happy customers.