Southwest Airlines was awarded for its outstanding customer service. By satisfying customers, they can keep number of loyal customers high. Those who are responsible to provide the best services are the employees who are most connected to customers. As given by Southwest, "We believe that if we treat our employees right, they will treat our customers right, and in turn that results in increased business and profits that make everyone happy.” (Business Insider, 2016)

Gary Kelly, a chief executive officer and chairman of Southwest Airlines said “Southwest is a great place to work and brings the greatest joy because we have such meaningful purpose.” He realized that not only salary would make it work, it also depends on a ‘public praise’ for those who go beyond expected and show their great intention for serving great customer service. In addition, their story would be published in the Southwest Spirit magazine to highlight their dedication. (Forbes, 2016)