This essay talks about SWA's marketing ideas. Thw way they use the word luv in advertisements.

Southwest Airlines is the fifth largest airline in the United States. It is operating more than 2,100 flights per day and carrying over 44 million passengers a year to 50 different cities all over the United States (Cohan, 2003). Southwest is very well known for its best on-time record, best baggage handling, and gets the least customer complaints in the airline industry. When Southwest Airline uses the word "love" or "luv" as a marketing approach they are not talking …showed first 75 words of 1128 total…

…showed last 75 words of 1128 total…Power of Relationships to Achieve High Performance. McGraw-Hill Trade. December 19, 2002. Goddard, Larry and David Brown. The Turbo Charged Company, Igniting Your Business To Soar Ahead of the Competition. The Parkland Group Inc. 1995. Harris Ph.D., Jim. Getting Employees to Fall in Love with Your Company. New York: AMACON, 1996. McConnell, Ben and Huba, Jackie. Creating Customer Evangelists. Wabash & Lake, Inc. 2002-2003. Whiteley, Richard and Diane Hessan. Customer Centered Growth. Reading, MA: Addison-Wesley Publishing Co. 1996.