Founded on the basic principle of simple, no-fuss flying with a high-level of staff positive attitude, Southwest Airlines (SWA) remains one of this country’s highest rated businesses in terms of both work culture and customer service. However, in the current economic downturn, and the particularly negative effect it has had on the commuter industry, SWA has to carefully consider the implications of its marketing and pricing efforts. While most airlines are increasing fees and cutting services in order to protect revenues, SWA has responded by keeping a one-price per flight experience policy. This concept is intended to reinforce consumer’s positive attitudes towards the airlines customer service and product delivery.
1. How does SWAs approach to no-fee flying (offering the entire flight experience for one price) reinforce consumers’ positive attitudes towards the airline?
2. How does the Business Select option specifically accomplish this goal?