Southwest's case

Introduction

With the airline industry in the USA hardlymaking financial records, how has it been possible for a small company such as South-west Airlines to completely satisfy their customers since 1971? (Bovier, 1993). What lessons has the management of Southwest Airlines learned in such a relatively short time period? How have these lessons enabled the company to capture such a portion of the market? (Bovier, 1993; George and Jones,1996)Southwest Airlines began its service in 1971. Since then the killer-whale painted planes have become familiar to their customers and to corporate America. Besides being profitable, expanding constantly and defending its high place on the Fortune 500 list, Southwest has a very special trait: attitude(Bovier, 1993). The Southwest perspective stems from CEO Herb Kelleher and South-west's employee motivation.The purpose of this article is to discover the sources of success of Southwest Airlines as a company with high employee motivation. Three factors...