Topic: Southwest Airline Differentiating from the Rest Value The concept value is an ancient trade practice that has its roots in the early transactions of batter trade and has relevance to the satisfaction of customer requirements at the lowest total cost of acquisition, ownership and use, (Weinstein, 2012).. Value means relative worth or importance and implies excellence based on desirability or usefulness and is represented as a magnitude or quantity best defined from customer’s perspective as a benefit received from the offer versus the sacrifices to obtain it. Value is created when product and use come together within a particular use situation and in this case can be considered to be the services offered by the south west airline to its users in form of travels to various destinations.
The growth of customer value thinking has impacted successful marketing practice as globalization is evident in all product categories today. The essence of customer value has become a mandate for management, not with- standing the airline industry and hence focuses on service, quality, image and price. On the other hand, organizations have developed the culture of fun and humour in relating to customers as well as their employees with the aim of improving performance.
Humour in relating to customers
In the airline industry, humour can be used to make the customers feel comfortable in airlines as well as set the right mood for the travel. Airlines can make fun of the passengers, the crew as well as the environment in getting to drive a point when flying. Simple sense of humour in petty issues such as giving directions for wearing a safety belt, actions to take in case of an emergency as well as efforts to make the customers deviate from habits not allowed in the plane such as smoking would make an airline unique in a differentiating it from other airlines. Such sense of humour could also come in handy in cases of turbulence and help calm down the passengers in making them concentrate on their safety.
An example of making humour in an airline travel could letting the passengers know that if they wished to smoke, the smoking section is available on the wing where they can light ‘ me and smoke ‘ me. Humour would make the airline unique and in a good way differentiated from the other airlines as passengers would appreciate the effort from the cabin crew in assisting them emotionally in times of a long travel, (Robinette, Brand, & Lenz, 2001).
Injecting fun into a business culture
In the case of other companies such as broadcasting agencies, the use of radio clowns can make the shows lively and humourous. This will attract more listeners as well as make the advertisements preferred through such a radio go up due to its targeted audience increasing. On the other hand, the employees of a working place where they always find humour will be more willing to go to work and feel enthusiastic in times of pressure through the introduction of humour. They will thus extend this humour while serving other customers and this will make the brand of such an organization sell in a better way. Humour would also serve as a tension breaker between teams working together as well as a means to get into the customers preference and excite an offer.
Strategies to differentiate Southwest Airline from the rest
In differentiating itself from the rest, Southwest airline can further make use of price adjustments in lowering their costs since customers are more worried about getting from point A to B at the lowest expense. They can offer a variety of travelling means by considering the various classes of people flying – economic, business and VIP. Apart from humour and pricing, Southwest airline can use online platforms to educate and inspire customers, show the various enjoyable inflight experiences as well as being relevant in the dynamic industry.
Southwest flying bags for free
Southwest can afford to fly bags for free due to the large numbers of customers it attracts by its uniqueness n humour as well as the loyalty created by flying bags for free. By increasing its passenger numbers and hence the number of flights, it can afford to make huge profits from passengers that will be diverted to costs used in the transport of the bags. The principles of economies of scale play a big hand and enable the diversification of resources.
References
Robinette, S., Brand, C., & Lenz, V. (2001). Emotion marketing: The Hallmark way of winning
customers for life. New York: McGraw-Hill.
Weinstein, A. (2012). Superior customer value: Strategies for winning and retaining customers.
Boca Raton, FL: CRC Press.
