IntroductionConsumers have many choices when it comes to air travel. Therefore, to be the consumer's first choice, a company must do everything in its power to build customer loyalty. Southwest Airlines is a leader in customer loyalty, progressing to creating customer evangelists. The four main factors in creating this customer loyalty are durability, convenience, customer relationships and corporate citizenship. The first two, durability and convenience, address the economic concerns of the consumer, while customer relations and corporate citizenship address the psychology or experience of the consumer. Durability Factor The airline industry is a volatile industry that has experienced several takeovers and bankruptcies over the years. recent economic crisis that began in 2008. Since the airline ticket is usually purchased in advance, from two weeks to six months, a traveler needs assurance that his purchase will not have been in vain. Southwest Airlines has been in business since 1971. For the year ending 2010, it had 38 consecutive years of profitability (Kelly, 2009). With this consistent financial performance, the traveler can find comfort in being reasonably certain that when the time comes to travel, Southwest will still be in business. Convenience Factor Southwest is known for its low fares. They also don't succumb to charging hidden fees like other major airlines have implemented in recent years. Baggage fees and change fees are the two things that worry most travelers. Southwest doesn't charge for this either. Southwest has a consistent fare structure by destination. The lowest rates can be found two weeks before departure, followed by the second tier of rates at… middle of the paper… orderability, customer relations and corporate citizenship. The four factors have one thing in common: consistency. A traveler knows what they will get by flying with Southwest. All factors are important and are intertwined with each other. Identifying one factor over another would change the value proposition and therefore potentially change customer satisfaction and loyalty. Southwest exudes its motto “More than a way to fly – a way of life” (Southwest Airlines, n.d.). This results in an overall pleasant travel experience. Works CitedKelly, G. C. (2009). Letter "To our stakeholders". Retrieved March 23, 2011, from Southwest Airlines: http://216.139.227.101/interactive/luv2009/Southwest Airlines. (n.d.). The Southwest Difference. Retrieved March 23, 2011, from Southwest Airlines: http://www.southwest.com/html/southwest-difference/index.html