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SOUTHWEST AIRLINES: PROFILE OF A LEADER Airlines have faced economic difficulties with rising fuel costs and increased security standards. While many airlines have faced bankruptcy

SOUTHWEST AIRLINES: PROFILE OF A LEADER

Airlines have faced economic difficulties with rising fuel costs and increased security standards. While many airlines have faced bankruptcy and corpo- rate restructuring, Southwest Airlines has consistently maintained profit- ability and a high level of success. Starting as a small airline serving three Texas cities in 1971, it is now one of the largest domestic airlines in the The United States based on the number of passengers served.

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." The airline's mission statement has always guided the way the corporation conducts business. It high- lights the company's commitment to serve customers, act ethically, and practice good citizenship in all decisions and actions. Southwest Airlines wants customers and investors to have confidence in the airline and its employees. The airline has a strong commitment to providing customers with safe, affordable, reliable, timely, courteous, and efficient air trans- portation and baggage handling on every flight it operates.

Southwest is equally concerned with providing a fair return on its shareholders' investments. Southwest's mission statement has led the way to the best cumulative consumer satisfaction record in the airline industry.

Southwest Airlines is also committed to providing employees a stable work environment with many opportunities for learning and personal growth. Since its beginning, the airline has developed a culture that encourages an entrepreneurial spirit in its employees. It emphasizes personal responsibility, initiative, creativity, innovation, and the use of independent judgment. Southwest Airlines management is committed to providing employees the same concern, respect, and caring attitude within the organization that they are expected to share with every Southwest customer.

Southwest is widely recognized as an outstanding corporate citizen for providing community service. Southwest Airlines ranked seventh on Fortune magazine's World's Most Admired Companies list. It was named to MSN Money's "10 Companies That Treat You Right." The American Customer Satisfaction Index has ranked Southwest Airlines either number one or number two among all airlines for 21 years.

Think Critically

Which groups of people are addressed by the Southwest mission statement?

Why is it important for a company to have a strong reputation for community service?

Why does Southwest Airlines pay so much attention to its employees?

What are important factors to customers when considering the value of an airline?

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