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Essay text:
They were the first major airline to use an efficient no-seat-assignment boarding process to facilitate quick turnarounds (Southwest). This idea is one that is to save time and confusion about where the passenger is going to sit. Now they can choose when they get onto the plane. Southwest believes that if the customer gets to his destination at the lowest possible fare and has a good time going, he will be a repeat customer. Being new to the industry in 1971, Southwest had to be creative in order to be noticed.
Southwest used the word love as a promotional approach, which costs nothing. In the starting of the airline the owners did not have much money for advertising, but they had plenty of ideas that would get them recognition in the industry...
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