The mission and vision statements and core values of Southwest Airlines (SA)
The mission and vision statements and core values of Southwest Airlines (SA) are very impactful. First, I believe that its mission statement is excellent because it captures the aspect of customer service characterized by warmth and friendliness, which shows that SA is an airline that fully accommodates any client. In my opinion, this statement supports SA in that it is an effective marketing and customer retention strategy. A research study on 1200 participants by Ogbechi et al. (2018) revealed that firms that practice customer service characterized by being polite and friendly towards customers report increased customer satisfaction and trust, which positively relate to customer retention. Notably, flight users would want to be associated with a company where they can feel at home. Second, I believe that SA’s vision statement, which according to Southwest (2020), is “To be the world’s most loved, most efficient, and most profitable airline” is well written. It emphasizes that the company targets be the best airliner in the world, such as using the words’ most profitable airline’. In my view, the vision statement supports SA by showing that it aims to have a larger market share and competitive advantage among its competitors. I also believe that this goal heavily dictates SA’s organizational culture since all internal stakeholders channel their efforts to ensure that the company garners more customers. Hosseini et al. (2018) argue that corporate with an immense competitive advantage record-high overall performance and sustainable growth. If this vision statement were ‘to be the world’s best airline’ it would not support SA since it lacks specificity, because the word ‘best’ is too general. Finally, I believe that the company’s core values are efficient because they capture all-rounded values that relate to an individual, the SA team, and the external stakeholders. I think that these values support SA since they guide the employees‘ behaviors and SA’s corporate culture. Osborne and Hammoud (2017) assert that incompetent workers cost American companies $350 billion per year. Therefore, SA’s core values ensure that the company’s workers are competent and highly productive, which reduces losses associated with employee misconduct. If SA’s vision statement
