Two companies that have been successful at providing supplementary
services are Southwest Airlines and British Airways. Southwest
Airlines is an airline well known for providing its customers with an
inexpensive, safe airplane ride with lots of laughs and plenty of personal
attention (Wiersema, 1998). Its supplementary service is in its
customer service, which has no financial costs. Southwest Airlines has
differentiated itself, as an airline that takes good care of its customers.
Its mission is to provide its customers with the highest quality of
customer service delivered with a sense of warmth and friendliness.
This supplementary service is intangible and can fit in the hospitality
cluster of Lovelock’s ‘‘Flower of Service’’ model.