The methodology is a big concern. Preferring assigned seating doesn't necessarily equate to choosing other airlines over SW. One can prefer assigned seating and still be loyal to SW, just as a person who prefers assigned seating may still never choose SW even with assigned seating. The real methodology should address the elasticity of that preference as well. People who prefer open seating are a niche market which SW has a stronghold on, while people who prefer paying for assigned seats have many choices. Is the elasticity of your market that likes the seating policy weaker than the demand that assigned seating can bring. Given that many of SW's most loyal customers are potentially loyal because of the seating policy, does it risk sending them to the competition without wooing enough of the people from the competition.
Also, given that AA had similar financial results, is a knee-jrk reaction the best long term choice given the historical success of SW's Financials. If the industry as a whole is in a similar slump, is SW risking long term financials by trying to fix the short term.
It will be interesting to see how these changes affect the A-list benefits, disabled seat selection (will turn time be affected as seniors and disabled people make their way farther back?), how will same day changes be affected (will an a-lister has to get a middle seat for a same day change vs. Current), etc.
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