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That's because Southwest has mastered the "Kano Model".  Figure out what customers expect from your service and deliver exactly that, figure out what excites them and exceed at that.  Cut cost but never at the expense of the things that excite the customer and never, ever miss on something they expect.

Sounds like Ryanair and Easyjet never talked to Mr. Kano.  If customers expect safe, on-time service then you MUST delver that.  Don't cut costs that jepordize that, but don't overspend there either.  If customers really, really like a happy, entertaining staff then don't cut costs there.  Focus on exceeding at that, spending extra if you have to.

Feel free to chop away at the things customers don't care too much about.  Assigned seating is a good example.

And don't even get me started on hubbing versus direct to destination flying!

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My comment is only meant in the context of the originally linked article which indicated Ryanair's customers were disatisfied.  If customers are dissatisfied with Ryanair then it's not a result of that airline being "low budget", as it's possible to satisfy customers and remain "low budget".  The success of that company may be admirable, however it may simply be made possible by weak competition in the segment.  If a low cost provider comes along that also satisfies customers then Ryanair would be in a difficult position.