Benchmarking

Southwest Airlines is in the same low-budget airline market as Spirit Airlines. Although Southwest provides flyers budget friendly options, this does not hinder their overall quality as compared to Spirit Airlines. Southwest Airlines has low flight delays. In addition, they provide low prices for baggage and change fees unlike Spirit Airlines that charges flyers. Due to the prior factors, Southwest was able to create a good impression on flyers resulting in high customer satisfaction. Southwest is able to cohesively and concisely communicate their company through different channels by having a strong brand guideline and portfolio, an important feature Spirit is lacking.