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Southwest Airlines is the fifth largest airline in the United States It is operating more than 2100 flights per day and carrying over 44 million passengers a year to 50 different cities all over the United States Cohan 2003 Southwest is very well known for its best on-time record best baggage handling and gets the least customer complaints in the airline industry When Southwest Airline uses the word love or luv as a marketing approach they are not talking about what most customers think They are describing where SWA is based SWA is based in Dallas at Love Field SWA says that they are spreading love to other cities whenever a plane leaves Dallas Most customers would think they were trying to get the point of courteous employees across This airline has very courteous employees but that is not what they are trying to get across The airline has won the airline industrys Triple Crown award for Best Airline continuously for five times from 1992-96 The airline is also famous for its innovative discount and convenience packages introduced by it from time to time including the frequent flyer program fun fares same-day airfreight delivery service etc It is the only airline in the United States which is continuously making profits since 1973 and has gained in terms of stock value to a level of about 500 since 1990 Profit margin of the company is the highest in the airline industry The above-mentioned facts raise a question in the minds of the reader as to what made Southwest Airline such a huge success In other words what factors contributed to airlines success The primary success factor has been airlines business organizational plan The management of Southwest has based its strategies on a very simple principle They believe that if they are able to provide the best possible service to their customers and let them reach their destinations on time with the lowest possible price people will
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