Dedicated employees create loyal customers and large profits. That's the theme of Do The Right Thing, a book by James F. Parker, former CEO of Southwest Airlines, that will be published in January.

In it, he writes about how to build a customer-service culture -- something Southwest is known for having. While competitors and experts have attributed Southwest's uncanny success to its low-cost structure, Parker looks instead to its soul.

The book, from Wharton School Publishing, is available from Amazon.com and other outlets.