Southwest Airlines Tops Quality Rating As Whole Industry Improves

The nation’s airline service got better in 1995, the first improvement in five years, a research group says.

The industry “seems to have turned a minor corner in performance and quality,” said researcher Dean Headley of Wichita State University.

Southwest Airlines turned in the best performance, taking over the top spot from American Airlines, according to the analysis released Monday by Headley and Brent Bowen of the University of Nebraska at Omaha.

The report rates airlines on 19 factors ranging from on-time performance to age of fleet to lost baggage to accidents.

While Southwest and American continued their duel for top spot - they have alternated the last three years - most airlines showed improved performance and there was less difference between the best and worst, Headley said.

The improved financial picture for the airline industry had permitted more attention to consumer preferences, the researchers said. In addition, competition from new carriers like ValuJet has forced the larger airlines to improve service.

While still ranked last among the nine major airlines, Continental was the “most improved” in the study.

“They got back into the ball game,” Headley said.

Overall, the rankings were: Southwest, American, United, Delta, America West, Northwest, USAir, TWA and Continental.

“One thing they do very well is show up on time,” Headley said of Southwest, which boasts the best on-time record of any major carrier. Northwest was second in on-time performance, followed by USAir.

Southwest was also best at handling baggage, scoring the fewest complaints per 100,000 passengers. Second was Continental followed by USAir.

On the other hand, Southwest had the worst record on denied boardings, overbooking more flights than any other airline. Northwest was the least likely to bump passengers, followed by United and American.

The major airlines had a much safer year in 1995 than the year before. Only three people died in accidents last year, compared with 239 in 1994.

The 1996 Airline Quality Rating rundown for each of the major airlines - those with operating revenues of at least $1 billion a year:

Southwest regained the top rating with the best on-time performance and fewest lost bags. Moved up despite having the highest rate of bumping passengers.

American slipped to second with weaker on-time operations and frequent flyer awards more difficult to get. Did a better job than previously at reuniting passengers with their luggage.

United held at No. 3 despite a slight drop in rating due to weaker on-time performance and more restrictive frequent flyer program. Had fewer bumpings and lost bags than in 1994.

Delta held in fourth spot with relatively consistent performance from 1994 to 1995.

America West jumped from seventh to fifth place with improved financial stability, fewer bumpings and less lost luggage.

Northwest held at sixth despite the second-best on-time performance. The airline had the second worst record for losing luggage.

USAir dropped from fifth to seventh despite an improvement in lost baggage.

Trans World was steady in eighth spot, posting the worst on-time performance and baggage-handling record,

Continental is still last, but showed dramatic improvements with fewer denied boardings, better on-time performance, fewer lost bags and a more general frequent flyer program.