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Central Issue Southwest Airlines started its service June 18 1971 with three operating flights to Houston Dallas and San Antonio It has grown to become the fourth largest United States domestic customer carrier with 1998 being Southwest Airlines twenty-sixth year of profits It became a major airline in 1989 when it exceeded revenues of one billion dollars Southwest Airlines is the only major short duration low cost high occurrence point-to-point carrier in the United States Southwest airlines mission is to provide dedication to the highest quality of customer service that is delivered with warmth pride friendliness and company spirit Rollin King and Herb Kelleher brainstormed an idea of starting a different kind of airline Rolling King was a client of Kelleher who at the time was a lawyer with the idea of starting a low-fare no frills airline to fly between major cities in Texas He drew a triangle on a napkin and labeled the points of Houston Dallas and San Antonio Rollin Kings idea of offering flights that were low enough that people would choose to fly instead of driving to that destination It was this concept that started Southwest Airlines Southwest faced legal issues in the beginning with Dallas Love Field where Southwest started The issue was that downtown Dallas could not geographically expand at a time when air traffic was on a constant rise DallasFt Worth International opened up in 1974 to replace Dallas Love field however Southwest remain at Love field with some drawbacks Their competitors put pressure on congress in 1978 to ban flights from Love field to anywhere outside of Texas Nevertheless Southwest Airlines was able to compromise on the Wright Amendment that allowed flights from Love Field to Texas four contiguous states The Wright Amendment forced onto Southwest was a key issue of its later success for meeting its strategy of short flights Throughout the 1970s Southwest grew and dominated the Texas market by passengers who were looking
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