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Southwest Airlines: How one Airline Positions Itself in a Competitive Market How does Southwest position itself as a “different” kind of Airline? How does not assigning seats contribute to the Southwest difference? Southwest Airlines positions itself as a different kind of airline in many ways. Southwest distinguishes them as customer based operation. They indicate they are in the customer service business and just “happen” to provide airline transportation. Southwest ahs built their customer service commitment into their official Contract of Carriage. Southwest has contributed more to this industry’s advancement than its competitors, by instituting ticketless travel, same day freight delivery, and offering a frequent flyer program based on number of trips and not number of miles. These revolutionary contributions set Southwest apart. Southwest only uses Boeing model 737 planes in their fleet making their mechanics and engineers more specialized to this particular aircraft. This gives the customer confidence that these Southwest employees are insuring safe travel 100 percent of the time. Southwest has also sacrificed number of seats, th