
                         Roanoke Times
                 Copyright (c) 1995, Landmark Communications, Inc.

DATE: TUESDAY, April 12, 1994                   TAG: 9404120159
SECTION: BUSINESS                    PAGE: C-7   EDITION: METRO 
SOURCE: Associated Press
DATELINE: WASHINGTON                                LENGTH: Medium

LITTLE SOUTHWEST AIRLINES SHOWS BIG-SKY PERFORMANCE

Southwest Airlines last year surpassed American Airlines to become the No. 1 major carrier in overall quality, a private study says. TWA continued its recovery from bankruptcy by showing the greatest improvement.

``It's not so much that American performed worse,'' Brent Bowen, director of the Aviation Institute at the University of Nebraska at Omaha, said Monday.

``It's just that Southwest performed better.''

The fourth annual study, a joint effort between the Nebraska researchers and the National Institute for Aviation Research at Wichita State University in Kansas, found that total airline quality dropped slightly in 1993 compared with the year before.

``Even though [quality] scores continued a downward trend, they do reflect a more stable industry over the past 12 months,'' said Dean Headley, faculty research associate at the Wichita State institute.

The research ranked nine airlines with annual operating revenues of $1 billion or more on 19 factors, including on-time performance, baggage handling, how often people get ``bumped'' from flights, fares and frequent-flier programs. The factors are weighted based on customers' comments on what is most important to them.

Southwest came out on top in handling baggage, on-time percentage and frequency of low fares, the researchers said.

``Southwest is noted by many airline observers as the nation's model air carrier,'' Bowen said.

Dallas-based Southwest, the nation's seventh-largest air carrier in terms of passengers, praised its 13,500 employees for the top ranking. The airline emphasizes direct flights from smaller airports instead of huge connecting hubs, fewer in-flight services and lower fares.

``It validates what our employees strive for on the job,'' said spokeswoman Ginger Hardage. ``We're hitting on all cylinders.''

American, based in nearby Fort Worth, Texas, had been No.1 for the first three years of the study. Spokesman Tim Smith said its mission is different from that of Southwest.

``There's a significant difference,'' Smith said. ``Our service tends to be full-service, long-haul flights that are a little more traditional. I think both airlines do a good job.''

United Airlines drew the worst score for mishandled luggage, with an average in 1993 of almost 65 mishandled pieces per 10,000 passengers. The researchers attributed that in part to United's hub system, which includes busy O'Hare International Airport in Chicago.

American was tops in having the fewest passengers bumped, while Southwest had the worst record.

The worst on-time percentage belonged to Delta Air Lines, at 77 percent. The industry-wide average is 82 percent.

TWA, whose main hub is St. Louis, showed the greatest overall improvement, rising to No.7 from last place in 1992. The airline, which recently emerged from bankruptcy, is doing better across the board, Bowen said.

United, Delta, USAir and Northwest were in the same positions as last year.

\ HOW THEY RANKED\ Carrier On Time Mishandled Bags Denied Boardings\ 1. Southwest 89% 38 3.18\ 2. American 81% 57 0.35\ 3. United 78% 65 0.36\ 4. Delta 77% 57 0.72\ 5. USAir 83% 59 0.67\ 6. Northwest 86% 59 1.21\ 7. TWA 82% 50 1.58\ 8. AmericaWest 85% 44 2.10\ 9. Continental 79% 61 1.69\ Industry Average 82% 54 N/A

by CNB