Southwest Airlines Research

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Mission Statement:
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. (source: Southwest.com website) Vision statement:

Our vision is to expand our locations both domestic and overseas by being the largest and most profitable airline company to achieve both short and long-haul carriers efficiently and with low cost. Also to be an airline carrier that has the most productive workforce to guarantee the best flight possible for each and every passenger. (source:samples-help.org.uk) Values are people’s deep “sacred” convictions about how they must behave themselves – values are behavior guidelines.

The SWA set of values are not wishful thinking – on the contrary, this company’s values determine the behavior of all employees at all levels in the organization – not only front line workers must behave according to these values, but especially top management as well, who maintains credibility by walking its talk and keeping 100% its integrity – the values’ discipline is strictly enforced across the company. In SWA, values are mandatory behavior guidelines. Why are values important for Southwest Airlines employee motivation? For the following reason: The top three SWA values are – in this order of appearance: Employees

Customers
Stockholders
Translation: The SWA organization exists first and foremost, to exceed its employees’ expectations; in a close second, to exceed its customers’ expectations, and in a close third, to exceed its stockholders expectations. (source: skills2lead.com)

Southwest's unique culture, called "goofiness" by some
individuals, keeps the morale of its employees high
• Southwest is very serious about keeping its costs down
• Southwest's employees have never gone out on strike
• Southwest leads the industry in on-time performance
• Through 2002, Southwest's stock price increased 29 per cent per annum for the preceding ten-year period.
"We are committed to provide our employees a
stable work environment with equal opportunity
for learning and personal growth. Creativity and
innovation are encouraged for improving the
effectiveness of Southwest Airlines. Above all,
employees will be provided the same concern,
respect, and caring attitude within the
organization that they are expected to share
externally with every Southwest customer."
(source: managers.emarldinsight.com)
Southwest's business strategy is to be the low
cost provider with frequent service and no frills to
customers who drive most of the time instead of
flying. Southwest's average trip is less than 500
miles and is 50 per cent less in length than its
major competitors. Southwest devotes significant
monies to training and development. Each major
work area has its own training department –
mechanics, in-flight activities, customer service,
operations and reservations. Even though
Southwest is the most unionized airline, their
work environment is free of rigid rules.
"The people" work together to make Southwest
the low cost carrier. Herb Kelleher and his people
have adopted a successful family organizational
philosophy - Southwest's people turnover rate is
the lowest in the airline industry. (source: managers.emeraldinsight.com)

"We are committed to provide our employees a
stable work environment with equal opportunity
for learning and personal growth. Creativity and
innovation are encouraged for improving the
effectiveness of Southwest Airlines. Above all,
employees will be provided the same concern,
respect, and caring attitude within the
organization that they are expected to share
externally with every Southwest customer."
Herb Kelleher and the people (Southwest refers
to its employees as "people") of Southwest
believe in their mission statement. There is clarity
of purpose at Southwest. Any one taking a
Southwest flight will notice the attitude of the
Southwest...
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