Expert Insights from UWGB Professors at Cofrin School of Business Featured on WalletHub
Expert Thoughts on Southwest Premier Business
CardVallari Chandna 
B.A. LL.B (Law), M.B.A, Ph.D., Professor of Management, Austin E. Cofrin School of Business, UW-Green Bay
What type of person do you think should consider getting a business credit card affiliated with Southwest Airlines?
The points earned through Southwest’s business credit card are quite generous making it a great option for many folks. Often there are also sign-on bonuses. Of course there’s two main criteria to consider: firstly, does your business take you on Southwest Airlines’ routes and secondly, do you actually like and use Southwest Airlines. They do have an extensive network and affordable pricing, so they are indeed quite popular. Additionally, their companion pass system is quite good, so businesspeople who travel with a colleague frequently can certainly benefit from this card. It would thus make sense for a small business owner and co-owner team for instance. The simplicity of their reward structure and fast accrual of points add to its appeal. So, it’s great for businesspeople who need a basic card, with quickly earned points. However, if you’re a corporate businessperson who wants lounges, or other luxury perks, this may not be the best card for you.
Do you think it makes sense to pay an annual fee to own a budget airline’s credit card?
Yes, it certainly makes sense for many people to pay an annual fee for a budget airline. The frequency of travel, the routes used, the pricing of the airline, and the rate at which points are earned, make paying the annual fee worthwhile. Additionally, features like the companion pass from Southwest, or other perks like priority boarding may hold additional appeal. At the end of the day, the “value is in the eye of the beholder” i.e. the amount paid per year should make financial sense.
Southwest® Rapid Rewards® Premier Business Credit Card Reviews: Is It Worth It? (2025)
Best Credit Cards for Price Protection
Aniruddha Pangarkar
Associate Professor of Marketing, Austin E. Cofrin School Of Business, The University of Wisconsin-Green Bay
To what extent is a price match guarantee an effective strategy for a retailer?
In an intensely competitive market such as the United States, retailers that are able to match prices command respect and admiration from customers. Price matching invokes feelings of fairness and transparency and reassures customers that they are not paying higher prices for their hard-earned money. Basically, every customer wants bang for their buck, and price matching fulfills that objective. Price matching is an effective strategy to enhance a firm’s reputation as a customer-centric organization that focuses on satisfaction and value-addition. Also, price matching can lead to customer loyalty, brand trust, and increased sales, thus proving to be an effective marketing strategy. Some famous firms that engage in price matching include Fortune 500 firms such as Walmart, Home Depot, and Best Buy.
Does leveraging a price protection policy (one that enables you to monitor and act on price changes after you buy) tend to be worth a consumer’s effort (e.g. price monitoring) when all is said and done?
First and foremost, it is important for customers to review whether the specific time-frame for price monitoring is well worth the time and efforts, and whether the refund claims are simple and seamless, as far as the process is concerned. Also, the type of product and its price is important, and whether it is worth a consumer’s time and energy to monitor prices and spend valuable resources on it. For example, during the holiday season shopping, it may not be worthwhile to monitor the change of price for Nike flip flops while it may be worthwhile to do so for an Apple laptop (potential savings involved are likely to be lower for the former, and likely to be much higher for the latter). Also, one needs to consider whether the product has a likelihood of frequent price drops. It may be worthwhile to also consider if a specific retailer is likely to drop prices further on a specific product or item, given historical trends. Of course, all of this needs constant monitoring and online research, and may be more worthwhile and prudent for price-sensitive customers and those on a budget, whose primary goal is to save money.
How do price match guarantees impact consumer habits?
If a retailer has a price match policy (such as Walmart, for example), it places greater confidence and reassurance in the customer to shop freely without worrying about a price drop in the near future. Moreover, it induces feelings of customer loyalty, trust, respect, admiration, and greater credibility for the retailer that is willing to match prices. In today’s times with the advent of social media, consumers can also share their experiences with a retailer that is price matching, through e-word of mouth (electronic word of mouth through Facebook, Instagram etc.). With social media communication, there is greater dissemination of such experiences and messages with a wider audience, thus enhancing the credibility of the retailer that has a price matching strategy. Moreover, once a consumer is aware of a retailer’s price matching strategy and knows that they are genuine and positive in their promises, there is a feeling of comfort and the propensity to make purchases from the same retailer, thus bolstering sales.
Why do you think so many credit card issuers have discontinued their price protection benefit?
The reason behind this is that there has been a rapid increase in claims filed with the advent of price-tracking apps which help find lower prices, thus making it easier for consumers to compare and contrast prices and submit claims. This leads to increased costs for credit card companies and is not feasible for their operations. It is not easy for credit card companies to deal with several such claims that are just proliferating rapidly.
Sampathkumar Ranganathan
Ph.D., Chair and Professor of Marketing, Austin E. Cofrin School of Business, The University of Wisconsin–Green Bay
To what extent is a price match guarantee an effective strategy for a retailer?
Price match guarantees are an effective strategy for building customer trust, fostering loyalty, and reducing price comparison shopping, which can drive immediate sales. They also serve as a competitive defense, particularly for smaller retailers aiming to compete with larger chains. This strategy enhances a retailer’s reputation for fair pricing and customer-centric policies. However, its success hinges on simplicity and clarity in execution, as overly complex policies can deter consumers. While price matching may impact profit margins, retailers can offset this by integrating complementary strategies like upselling or cross-selling to maintain profitability.
Does leveraging a price protection policy tend to be worth a consumer’s effort?
Price protection policies can be worthwhile for consumers, especially for high-value items like electronics or appliances, where potential savings from post-purchase price drops are significant. The convenience of automated tools for price tracking has made these policies more accessible and user-friendly. However, the value depends on the ease of filing claims and the coverage period, which typically ranges from 30 to 90 days. For consumers who frequently make large purchases, these policies can offer meaningful savings, but for smaller purchases, the effort may outweigh the benefits.
How do price match guarantees impact consumer habits?
Price match guarantees reduce the need for consumers to compare prices extensively, promoting confidence in their purchasing decisions. This assurance can lead to more spontaneous buying, as it minimizes the fear of overpaying. These policies also tap into psychological effects like loss aversion, encouraging consumers to act quickly when they perceive a deal as risk-free. Over time, this strategy may condition consumers to expect price matching as a standard offering, potentially influencing their brand loyalty and long-term shopping behaviors.
Why do you think so many credit card issuers have discontinued their price protection benefit?
Credit card issuers have discontinued price protection benefits due to high administrative costs, the risk of fraud, and low utilization rates among consumers. Additionally, many retailers now offer their own price matching policies, diminishing the unique appeal of this credit card feature. The rise of online price tracking tools has also enabled consumers to monitor deals independently, reducing reliance on credit card-based protections. Issuers have shifted their focus to more engaging benefits like cashback and travel rewards, which are not only more profitable but also better aligned with consumer preferences and spending patterns.
Best Credit Cards for Price Protection
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Anup Nair
M.B.A., Assistant Teaching Professor, Marketing, Austin E. Cofrin School Of Business, University of Wisconsin – Green Bay
What types of people should consider applying for a gas rewards credit card?
Since gas rewards credit cards essentially give you rewards (either in direct discounts per gallon or points for purchase), these cards are typically a decent option to consider if you have regular long commutes or if you are into long-distance road trips. Although you must remember that a hard credit check may not be necessarily worth it if it’s just a one-off road trip.
I’d also strongly advise to check your existing credit cards, especially if you already have a cash back credit card, to compare and understand the additional benefits you are getting by choosing a specific gas rewards credit card.
How much higher of a gas rewards earning rate do you think is needed to warrant committing to a particular gas station chain?
The numbers would vary depending on your specific use case, but on an average, you should aim at atleast getting more than 3% back in value from a non-branded card. So, if you are planning to commit to a specific gas station chain, you should expect a higher percentage on purchases made at that brand.
I’d strongly recommend getting a brand that gives you some sort of rewards for all purchases rather than a high percentage on their brand and nothing elsewhere. For example, in my opinion, a gas station card that gives you 4% on their store and 2% everywhere else is better than a brand that gives you 5% at their brand and nothing extra elsewhere.
Does it make sense to get a gas rewards credit card when gas prices are low?
A gas brand specific credit card is anyways not advisable, unless your commute is considerable (daily or cumulative). But if you are high on road travel – then eventually you will rake in points in the long run. This is similar to the frequent flier logic on airlines. Again, in my opinion, it is better to look for percentage value back rather than a few cents on a gallon – even if these are in loyalty points. Often these reward points get a better dollar value when used for services, discounts, etc.
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