Please do not change your seating system. If your true reason to explore assigned seating is for passenger boarding efficiency, consider hiring several able-bodied folks to lift carryon baggage into the overhead bins. As I observe passengers boarding the plane, they waste little time selecting a seat. What really slows down boarding is stuffing luggage overhead. People block the aisle as they struggle with their luggage. I would gladly pay an extra fee if SW would speed up the boarding process in this fashion.
Never go to the reserved seating system. Not only is it one of your main distinguishing characteristics, it serves as a reminder of just how poorly the other airlines treat passengers. If you are not one of their favored "platinum" status fliers, good luck trying to get a good seat, even months in advance. They simply aren't available.
My simple rule for flying has always been, "If Southwest flies to my desination, I will ALWAYS choose Southwest." The real cattle call is on the other airlines.
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