Introduction Customer loyalty is a vital component in the operation of businesses. One of the ways through which a firm can develop customer loyalty is by ensuring effective service delivery. In order to achieve this, the firm must have a well implemented service delivery system. According to Bennett and Strydom (210), service delivery system entails a number of components which include people, processes and elements. The firm’s management team must ensure that there is creation of an optimal service encounter. Bennett and Strydom (211) defines system encounter as the moment of interaction between the customer and the service firm. The service delivery system entails a framework of activities referred to as the service encounter cascade. This is mainly common amongst firms offering services such as tourism and travel firms. Southwest Airlines is a firm which operates within the airline industry in the United States. Over the years it has been in operation, the firm has managed to attain a substantial performance. The firm has a well designed service encounter sequence in an effort to ensure a high level of customer satisfaction. The paper is aimed at evaluating the service encounter cascade in relation to Southwest Airlines. Southwest Airlines service encounter cascade Ensuring customer satisfaction within the airline industry is challenging. During service delivery, it is paramount for a firm’s management team to ensure a positive impression is created during the first contact. In addition, firms must ensure that a high level of customer experience is attained. This arises from the fact that a small degree customer encounter can result into a high level of customer dissatisfaction. In order to develop a comprehensive service encounter, a firm’s management team must develop a comprehensive understanding of the various types of encounters which are necessary in the delivery of a certain service. In addition, a high degree of collaboration between the employees and the management team is necessary. This ensures that there is effective formulation of service standards. Southwest Airline service encounter cascade entails a number of activities as outlined below.   * Making reservations   * Checking in   * Security check point   * Customs clearance   * Clearance through the boarding gate   * Meeting the ground hostess   * Meeting the air hostess   * Serving the customers with a meal and drink during the flight   * Greeting the air hostess upon dismemberment   * Meeting the ground hostess Personal experience As an entrepreneur, I have on several occasions travelled using Southwest Airlines in an effort to scan the environment for business opportunities. As a result of their high level of expertise, I was very pleased by their service delivery. For example, Southwest Airlines has a well implemented reservation system. This is attained through implementation of the Amadeus technology which is a travel technology. The technology ensures that there is a high degree of efficiency when making travel reservations. This arises from the fact that a customer is able to make travel reservations online. Through the firm’s online reservation system, I was able to obtain information about the firm’s fare tariffs, and airlines schedules. Not only does the firm’s reservation system enable a customer to boo