Southwest Airlines

“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”

1. What are the needs of customers with respect to air travel? Are they equally important for all customers? What are the differences across customers?

Needs of customers with respect to air travel:

    ❖ Convenience of scheduling
    ❖ Low price
    ❖ Low waiting time at ticketing counters
    ❖ Customer centric approach
    ❖ Good connectivity between destinations
    ❖ Warm and friendly Customer Service
    ❖ Flexibility of onward travel
    ❖ In flight entertainment by on board crew
    ❖ Safety and security
    ❖ On time arrivals/departures
    ❖ Ease of ticket reservation
    ❖ In flight meals and service
    ❖ Customer Loyalty Reward Programs
    ❖ Special needs for passengers with Disabilities
    ❖ Seating arrangement(leg-room) and airplane ambience
    ❖ Accommodating and compensating for delays, unforeseen circumstances

Are they equally important for all customers?

No they may not be equally important for all customers. The target segments for the above customer needs vary with the broad categories such as those looking for

    ❖ Lowest ticket prices
    ❖ Connectivity to secondary airports and lesser accessible destinations
    ❖ Non-stop connectivity
    ❖ Lavish in flight entertainment, services and food
    ❖ Connectivity to major cities at flexible peak and off-peak hours

Differences across customers:

  1) Some customers may require full service during flights contrary to the Southwest approach. Certain business passengers may not cherish the in flight gimmicks and fun and may opt for flights where they can peacefully read their morning newspapers with a sumptuous breakfast.

  2) Certain customers may want to travel long haul where connectivity may become an issue and they may not cherish connected flights with onward travel... [continues]

Read full essay