Using such a case
study approach is also consistent with the newness of the field of spirituality in
business where an inductive approach (Glaser and Strauss, 1967) is appropriate
in assessing and developing theory. We selected Southwest Airlines (SWA) for
our case study because it appears to have a strong sense of spiritual-based
values guiding its organizational goals and practices. In addition, the company
has an established track record of excellent organizational performance as well
as high employee and customer satisfaction. In profiling SWA we certainly do
not want to imply that it is a perfect example of living spiritual values; it has its
problems and limitations like other firms. Despite this, there seems to be a
genuine sense of spirit and affection in both SWA employees and customers
(Levering and Moskowitz, 1993)