How has Southwest changed its service strategy over the past decade?

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1. Looking at each element of the Table 2.2,how has Southwest changed its service strategy over the past decade?
(answer as as part of a conversation, not essay ,with references ending your answer with open-ended questions or requests for more information)
TABLE 2.2 Southwest Airlines Strategic Service Vision
Service Delivery System
• Fun cabin atmosphere to differentiate service
• Use only Boeing 737 aircraft to control maintenance and operating costs
• Hire cabin crew based on attitude
Operating Strategy
• Quick turnaround at gate results in high utilization of aircraft
• No assigned seating rewards punctuality and promotes on-time performance
• Short flights with frequent departures • Serves peanuts and Service Concept
soft drinks only • Use of inner-city or low traffic airports avoids congestion
• Carry-on luggage
Target Market Segment
• State of Texas residents
• Business traveler who drives because of inadequate airline service
• Inexpensive family travel on weekends
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