SWA Motivational Profile

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Background: History, Services, and Financial Information Southwest Airline employees understand that in order to make a company great, they must take pride in providing quality service. 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. Over the past 30 years, Southwest Airlines has gone through many changes and improvements within the industry, which has made the company one of the top airlines in the world. In 1971, the airline formed to provide travel services to people of Dallas, Houston, and San Antonio. As of 2005, Southwest operates in 62 major cities in 32 states across the country, with service to over 60 airports and more than 3000 flights daily. In the past 35 years, they have come to service 88.4 million customers. Additionally, a number of events have taken place that increased the value of the company. In 1977, Southwest Air was added to the New York Stock Exchange as “LUV,” to represent Dallas Love Airport, and stocks soared. SWA has shown consistent profits over other major airlines even through the devastation of the terrorist attacks in 2001. If a person purchased 10,000 shares of “LUV” in 1971, those shares would be worth over $10 million today. In 1988, Southwest Airlines was the first airline to win the Triple Crown Award for Best On-Time Record, Best Baggage Handling, and Fewest Customer Complaints. Since then, SWA has won this award more than 30 times as well as five annual Triple Crowns for 1992, 1993, 1994, 1995, and 1996; and no other airline has contributed more to the advancement of the commercial airline industry than Southwest Airlines (Southwest.com, About SWA, 2006). SWA has introduced exciting reward programs that keep the interest of customers in mind. They were the first to launch the Frequent Flyer

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