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Case 9.1

Southwest Airlines Thrives on Customer Service

For anyone doubting that customer service affects a company’s bottomline, Southwest Airlines, with a reputation for “fast, fun, and friendly,” has an answer.  The Dallas-based carrier has been top ranked in customer satisfaction for 20 straight years and is the only major airline that consistently is profitable. Its 46,000 employees also voted the airline into the top 50 places to work in Glassdoor’s annual Employee Choice Awards, based on company culture, benefits, pay, and communication.

Answers to Questions for Critical Thinking

1. How does Southwest’s customer service affect its bottom line?

2.Among 47 industries, airlines overall earn the lowest customer satisfaction score. What could they learn from Southwest?

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