Explains Southwest Airlines positions itself as a different class of airline by having the most generous frequent flyer program of all major carriers. How it uses LUV as a promotional tool.

Southwest has become one of the most successful stories of the air. Southwest has strived to position itself as a different airline in many ways. *Customer Service. They focus on customer relations strongly. In their mission statement, which is available for viewing at: http://www.southwest.com/about_swa/mission.html, states: "The mission of Southwest Airlines is dedication to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, …

…www.southwest.com/about_swa/customer_service_commitment/customer_service_commitment.html http://www.southwest.com/about_swa/mission.html http://www.southwest.com/about_swa/airborne.html http://www.southwest.com/about_swa/netads.html http://www.southwest.com/swa_people/030203_swa_people.html http://www.southwest.com/about_swa/press/factsheet.html http://www.southwest.com/rapid_rewards/rr_program_faq.html http://www.southwest.com/about_swa/customer_service_commitment/customer.pdf