In a free market, it is difficult to keep employees. Competitors might offer better pay and perks to get employees to join the company. In a competitive climate where established brands are present, Southwest will face a difficult time in retaining employees. Southwest employees should be given perks that are commensurate with their contributions. The management should be consulted on a regular basis to ensure that issues are addressed and that a quality atmosphere is created in order to enhance relationships and retain outstanding employees (Opatha, 2020)