 Alaska had more competition in 1993 when low @-@ cost airline Southwest Airlines entered the Pacific Northwest by purchasing Morris Air . Nevertheless , Alaska Airlines was able to keep its costs down , but it maintained its high level of customer service . The airline also promoted itself as " the last great airline " and with the motto " For the same price , you just get more " , yet analysts felt that Alaska Air needed deeper cost cuts . At the same time , the company had many strikes by the flight attendants ' union . 
