I tried SW once, never again. I hating not having a seat and the boarding cattle call.
Since the financial difficulties they encountered last year, I think US Airways has been trying SO HARD! I've flown them almost a dozen times since last fall, and they've just been wonderful. When they weren't on-time due to weather (SW, Delta, and CO were all backed up as well that day) they were amazing about keeping us up-to-date as to what was causing the delay, where the plane was, and what they were trying to do for us.
I saw a gate agent bend over backwards to help a woman who was trying to get to FL to see her mother who had maybe five hours left to live--even as much as calling SW to try to get her on one of their flights.
Yesterday I saw a customer service rep take money out of her own pocket to get an unaccompanied minor lunch at Mc D's when her flight was delayed by weather. (Why the parents didn't make sure that kid had $20 for exactly that reason is beyond me...)
I've had FA's who recognize me as a regular passenger refuse to let me pay for a cocktail when I had been unable to get a bump to FC.
It's the little things that have made me an extraordinarily loyal customer. I don't need silly jokes during the pre-flight. I'd prefer exceedingly courteous professional service.
Anne