Airport service quality: a reconceptualization and a practical application on the non-aeronautical services
Abstract
In line with the advancing airway capability, the non-aeronautical business opportunities at airports are also in growth. To attract more passengers or to generate extra income over non-aeronautical services, the airport decision-makers need to evaluate the quality of their services. This study aims at introducing an expanded approach to improve airport service quality aspects of the non-aeronautical business opportunities. Given the increasing number of airports, passengers prefer airports, which provide better or extra services compared to others. To reveal the airport service quality (ASQ) aspects, together with the quality department experts, we conducted a qualitative study that put forward six significant dimensions for an effective evaluation of airport service quality at an airport. Based on the results of the qualitative study, we designed the sector-specific questionnaire, and its empirical data is conducted over 250 passengers through a face-toface survey. Survey results introduce a practical assessment tool for the use of airport managers to gather strategic inputs on their strategic plans and quality implications. Results also contribute to the literature by presenting a comprehensive understanding of the airport service quality.
Keyword : service marketing, service practice, service quality and testing, airport services, airport service quality
How to Cite
Bulut, C., & Aydogan, S. (2020). Airport service quality: a reconceptualization and a practical application on the non-aeronautical services. Aviation, 24(4), 182-196. https://doi.org/10.3846/aviation.2020.13290
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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Bezerra, G. C. L., & Gomes, C. F. (2015). The effects of service quality dimensions and passenger characteristics on passenger’s overall satisfaction with an airport. Journal of Air Transport Management, 44, 77–81. https://doi.org/10.1016/j.jairtraman.2015.03.001
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Bogicevic, V., Yang, W., Bilgihan, A., & Bujisic, M. (2013). Airport service quality drivers of passenger satisfaction. Tourism Review, 68(4), 3e18. https://doi.org/10.1108/TR-09-2013-0047
Bourne, M., Neely, A., Mills, J., & Platts, K. (2003). Why some performance measurement initiatives fail: Lessons from the change management literature. International Journal of Business Performance Management, 5(2–3), 245–269. https://doi.org/10.1504/IJBPM.2003.003250
Brida, J. G., Moreno-Izquierdo, L., & Zapata-Aguirre, S. (2016). Customer perception of service quality: The role of Information and Communication Technologies (ICTs) at airport functional areas. Tourism Management Perspectives, 20, 209–216. https://doi.org/10.1016/j.tmp.2016.09.003
Burghouwt, G. (2012). Airline network development in Europe and its implications for airport planning. Ashgate Publishing, Ltd.
Chenhall, R. H. (2005). Integrative strategic performance measurement systems, strategic alignment of manufacturing, learning, and strategic outcomes: An exploratory study. Accounting, Organizations, and Society, 30(5), 395–422. https://doi.org/10.1016/j.aos.2004.08.001
Chien-Chang, C. (2012). Evaluating the quality of airport service using the fuzzy multi-criteria decision-making method: A case study of Taiwanese airports. Expert Systems, 29(3), 246–260. https://doi.org/10.1111/j.1468-0394.2010.00574.x
Corbetta, P. (2003). Social research theory, methods, and techniques. SAGE Publications. https://doi.org/10.4135/9781849209922
Correia, A. R., & Wirasinghe, S. C. (2007). Development of level of service standards for airport facilities: Application to Sao Paulo International Airport. Journal of Air Transport Management, 13(2), 97–103. https://doi.org/10.1016/j.jairtraman.2006.10.002
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Cronin, J. J. Jr., & Taylor, A. S. (1992). Measuring service quality: A re-examination and extension. Journal of Marketing, 56(3), 55–68. https://doi.org/10.2307/1252296
Cronin, J. J. Jr., & Taylor, S. A. (1994). SERVPERF versus SERVQUAL: Reconciling performance-based and perceptions-minus-expectations measurement of service quality. Journal of Marketing, 58(1), 125–131. https://doi.org/10.1177/002224299405800110
Fernandes, E., & Pacheco, R. R. (2010). A quality approach to airport management. Quality & Quantity, 44(3), 551–564. https://doi.org/10.1007/s11135-008-9212-9
Fodness, D., & Murray, B. (2007). Passengers’ expectations of airport service quality. Journal of Services Marketing, 21(7), 492–506. https://doi.org/10.1108/08876040710824852
George, B., Henthorne, T. L., & Panko, R. T. (2013). ASQual: measuring tourist perceived service quality in an airport setting, International Journal of Business Excellence, 6(5), 526–536. https://doi.org/10.1504/IJBEX.2013.056093
Ghobadian, A., Speller, S., & Jones, M. (1994). Service quality: concepts and models. International Journal of Quality & Reliability Management, 11(9), 43–66. https://doi.org/10.1108/02656719410074297
Goncalves, M. W. E., & Caetano, M. (2017). Airport level of service: a model according to departing passenger’s perceptions at a small-sized airport. Journal of Airline and Airport Management, 7(1), 65–79. https://doi.org/10.3926/jairm.65
Graham, A. (2013). Managing airports: An international perspective (4th ed.). Routledge. https://doi.org/10.4324/9780080473284
Han, S., Ham, S. S., Yang, I., & Baek, S. (2012). Passengers’ perceptions of airline lounges: Importance of attributes that determine usage and service quality measurement. Tourism Management, 33(5), 1103–1111. https://doi.org/10.1016/j.tourman.2011.11.023
Hays, R., & Revicki, D. A. (2005). Reliability and validity (including responsiveness). In Assessing quality of life in clinical trials, 2, 25–39. Oxford University Press.
Horonjeff, R., McKelvey, F. X., Sproule, W. J., & Young, S. B. (2010). Planning and design of airports. McGraw-Hill.
Janic, M. (2003). Assessment and management of quality of service at an airport passenger terminal. Transportation Planning and Technology, 26(3), 239–263. https://doi.org/10.1080/03081060320001544601
Jiang, H., & Zhang, Y. (2016). An assessment of passenger experience at Melbourne Airport. Journal of Air Transport Management, 54, 88–92. https://doi.org/10.1016/j.jairtraman.2016.04.002
Kim, W. C., & Mauborgne, R. (2002). Charting your company’s future. Harvard Business Review, 80(6), 76–83.
Kuo, M. S., & Liang, G. S. (2011). Combining VIKOR with GRA techniques to evaluate service quality of airports under fuzzy environment. Expert Systems with Applications, 38(3), 1304–312. https://doi.org/10.1016/j.eswa.2010.07.003
Ladhari, R. (2008). Alternative measures of service quality: a review. Managing Service Quality: An International Journal, 18(1), 65–86. https://doi.org/10.1108/09604520810842849
Liou, J. J., Tang, C. H., Yeh, W. C., & Tsai, C. Y. (2011). A decision rules approach for improvement of airport service quality. Expert Systems with Applications, 38(11), 13723–13730. https://doi.org/10.1016/j.eswa.2011.04.168
Lohmann, G., & Trischler, J. (2017). License to build, license to charge? Market power, pricing and the financing of airport infrastructure development in Australia. Transport Policy, 59, 28–37. https://doi.org/10.1016/j.tranpol.2017.06.009
Lubbe, B., Douglas, A., & Zambellis, J. (2011). An application of the airport service quality model in South Africa. Journal of Air Transport Management, 17(4), 224–227. https://doi.org/10.1016/j.jairtraman.2010.08.001
Martin-Cejas, R. R. (2006). Tourism service quality begins at the airport. Tourism Management, 27(5), 874–877. https://doi.org/10.1016/j.tourman.2005.05.005
Olsen, M. D., Ching-Yick Tse, E., & West, J. J. (1998). Strategic management in the hospitality industry (2nd ed.). Van Nostrand Reinhold.
Pabedinskaite, A., & Akstinaite, V. (2014). Evaluation of the airport service quality. Procedia – Social and Behavioral Sciences, 110, 398–409. https://doi.org/10.1016/j.sbspro.2013.12.884
Pandey, M. M. (2016). Evaluating the service quality of airports in Thailand using fuzzy multi-criteria decision-making method. Journal of Air Transport Management, 57, 241–249. https://doi.org/10.1016/j.jairtraman.2016.08.014
Pantouvakis, A. (2010). The relative importance of service features in explaining customer satisfaction: a comparison of measurement models. Managing Service Quality: An International Journal, 20(4), 366–387. https://doi.org/10.1108/09604521011057496
Pantouvakis, A., & Renzi, M. F. (2016). Exploring different nationality perceptions of airport service quality. Journal of Air Transport Management, 52(C), 90–98. https://doi.org/10.1016/j.jairtraman.2015.12.005
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41–50. https://doi.org/10.1177/002224298504900403
Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). ESQUAL: A multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213–233. https://doi.org/10.1177/1094670504271156
Park, Y. (1999). A methodology for establishing operational standards of airport passenger terminals. Journal of Air Transport Management, 5(2), 73–80. https://doi.org/10.1016/S0969-6997(98)00040-4
Petticrew, M., & Roberts, H. (2006). Systematic reviews in the social sciences: a practical guide. Blackwell. https://doi.org/10.1002/9780470754887
Rhoades, D. L. , Waguespack, Jr B., & Young, S. (2000). Developing a quality index for US airports. Managing Service Quality: An International Journal, 10(4), 257–262. https://doi.org/10.1108/09604520010373136
Saunders, M., Lewis, P., & Thornhill, A. (2007). Research methods in business studies (4th ed.). Prentice-Hall.
Sari, F. O., Bulut C., & Pirnar, I. (2016, April). Adaptation of hospitality service quality scales for marina services. International Journal of Hospitality Management, 54, 95–103. https://doi.org/10.1016/j.ijhm.2016.02.004
Seth, N., Deshmukh, S. G., & Vrat, P. (2005). Service quality models: a review. International Journal of Quality & Reliability Management, 22(9), 913–949. https://doi.org/10.1108/02656710510625211
Sohail, S. M. & Al-Gahtani, A. S. (2005). Measuring service quality at King Fahd international airport. International Journal of Services and Standards, 1(4), 482–493. https://doi.org/10.1504/IJSS.2005.007473
Tsai, W.-H., Hsu, W., & Chou, W.-Ch. (2011). A gap analysis model for improving airport service quality. Total Quality Management, 1025–1040. https://doi.org/10.1080/14783363.2011.611326
Trischler, J., & Lohmann, G. (2018). Monitoring quality of service at Australian airports: A critical analysis. Journal of Air Transport Management, 67, 63–71. https://doi.org/10.1016/j.jairtraman.2017.11.004
Yeh, C. H., & Kuo, Y. L. (2003). Evaluating passenger service of Asia-Pacific international airports. Transportation Research Part E, 39(1), 35–48. https://doi.org/10.1016/S1366-5545(02)00017-0
Yimga, J. (2017). Airline on-time performance and its effects on consumer choice behaviour. Research in Transportation Economics, 66, 12–25. https://doi.org/10.1016/j.retrec.2017.06.001
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302
Arif, M., Gupta, A., & Williams, A. (2013). Customer service in the aviation industry – An exploratory analysis of UAE airports. Journal of Air Transport Management, 32, 1–7. https://doi.org/10.1016/j.jairtraman.2013.05.001
Badawi, G. (2012). Delivering quality services-Austin style. Airport Management, 6(4), 329–338.
Bezerra, G. C. L., & Gomes, C. F. (2015). The effects of service quality dimensions and passenger characteristics on passenger’s overall satisfaction with an airport. Journal of Air Transport Management, 44, 77–81. https://doi.org/10.1016/j.jairtraman.2015.03.001
Bezerra, G. C. L., & Gomes, C. F. (2016). Performance measurement in airport settings: a systematic literature review. Benchmarking: An International Journal, 23(4), 1027–1050. https://doi.org/10.1108/BIJ-10-2015-0099
Bogicevic, V., Yang, W., Bilgihan, A., & Bujisic, M. (2013). Airport service quality drivers of passenger satisfaction. Tourism Review, 68(4), 3e18. https://doi.org/10.1108/TR-09-2013-0047
Bourne, M., Neely, A., Mills, J., & Platts, K. (2003). Why some performance measurement initiatives fail: Lessons from the change management literature. International Journal of Business Performance Management, 5(2–3), 245–269. https://doi.org/10.1504/IJBPM.2003.003250
Brida, J. G., Moreno-Izquierdo, L., & Zapata-Aguirre, S. (2016). Customer perception of service quality: The role of Information and Communication Technologies (ICTs) at airport functional areas. Tourism Management Perspectives, 20, 209–216. https://doi.org/10.1016/j.tmp.2016.09.003
Burghouwt, G. (2012). Airline network development in Europe and its implications for airport planning. Ashgate Publishing, Ltd.
Chenhall, R. H. (2005). Integrative strategic performance measurement systems, strategic alignment of manufacturing, learning, and strategic outcomes: An exploratory study. Accounting, Organizations, and Society, 30(5), 395–422. https://doi.org/10.1016/j.aos.2004.08.001
Chien-Chang, C. (2012). Evaluating the quality of airport service using the fuzzy multi-criteria decision-making method: A case study of Taiwanese airports. Expert Systems, 29(3), 246–260. https://doi.org/10.1111/j.1468-0394.2010.00574.x
Corbetta, P. (2003). Social research theory, methods, and techniques. SAGE Publications. https://doi.org/10.4135/9781849209922
Correia, A. R., & Wirasinghe, S. C. (2007). Development of level of service standards for airport facilities: Application to Sao Paulo International Airport. Journal of Air Transport Management, 13(2), 97–103. https://doi.org/10.1016/j.jairtraman.2006.10.002
Correia, A. R., Wirasinghe, S. C., & de Barros, A. G. (2008). A global index for level of service evaluation at airport passenger terminals. Transportation Research Part E: Logistics and Transportation Review, 44(4), 607–620. https://doi.org/10.1016/j.tre.2007.05.009
Cronin, J. J. Jr., & Taylor, A. S. (1992). Measuring service quality: A re-examination and extension. Journal of Marketing, 56(3), 55–68. https://doi.org/10.2307/1252296
Cronin, J. J. Jr., & Taylor, S. A. (1994). SERVPERF versus SERVQUAL: Reconciling performance-based and perceptions-minus-expectations measurement of service quality. Journal of Marketing, 58(1), 125–131. https://doi.org/10.1177/002224299405800110
Fernandes, E., & Pacheco, R. R. (2010). A quality approach to airport management. Quality & Quantity, 44(3), 551–564. https://doi.org/10.1007/s11135-008-9212-9
Fodness, D., & Murray, B. (2007). Passengers’ expectations of airport service quality. Journal of Services Marketing, 21(7), 492–506. https://doi.org/10.1108/08876040710824852
George, B., Henthorne, T. L., & Panko, R. T. (2013). ASQual: measuring tourist perceived service quality in an airport setting, International Journal of Business Excellence, 6(5), 526–536. https://doi.org/10.1504/IJBEX.2013.056093
Ghobadian, A., Speller, S., & Jones, M. (1994). Service quality: concepts and models. International Journal of Quality & Reliability Management, 11(9), 43–66. https://doi.org/10.1108/02656719410074297
Goncalves, M. W. E., & Caetano, M. (2017). Airport level of service: a model according to departing passenger’s perceptions at a small-sized airport. Journal of Airline and Airport Management, 7(1), 65–79. https://doi.org/10.3926/jairm.65
Graham, A. (2013). Managing airports: An international perspective (4th ed.). Routledge. https://doi.org/10.4324/9780080473284
Han, S., Ham, S. S., Yang, I., & Baek, S. (2012). Passengers’ perceptions of airline lounges: Importance of attributes that determine usage and service quality measurement. Tourism Management, 33(5), 1103–1111. https://doi.org/10.1016/j.tourman.2011.11.023
Hays, R., & Revicki, D. A. (2005). Reliability and validity (including responsiveness). In Assessing quality of life in clinical trials, 2, 25–39. Oxford University Press.
Horonjeff, R., McKelvey, F. X., Sproule, W. J., & Young, S. B. (2010). Planning and design of airports. McGraw-Hill.
Janic, M. (2003). Assessment and management of quality of service at an airport passenger terminal. Transportation Planning and Technology, 26(3), 239–263. https://doi.org/10.1080/03081060320001544601
Jiang, H., & Zhang, Y. (2016). An assessment of passenger experience at Melbourne Airport. Journal of Air Transport Management, 54, 88–92. https://doi.org/10.1016/j.jairtraman.2016.04.002
Kim, W. C., & Mauborgne, R. (2002). Charting your company’s future. Harvard Business Review, 80(6), 76–83.
Kuo, M. S., & Liang, G. S. (2011). Combining VIKOR with GRA techniques to evaluate service quality of airports under fuzzy environment. Expert Systems with Applications, 38(3), 1304–312. https://doi.org/10.1016/j.eswa.2010.07.003
Ladhari, R. (2008). Alternative measures of service quality: a review. Managing Service Quality: An International Journal, 18(1), 65–86. https://doi.org/10.1108/09604520810842849
Liou, J. J., Tang, C. H., Yeh, W. C., & Tsai, C. Y. (2011). A decision rules approach for improvement of airport service quality. Expert Systems with Applications, 38(11), 13723–13730. https://doi.org/10.1016/j.eswa.2011.04.168
Lohmann, G., & Trischler, J. (2017). License to build, license to charge? Market power, pricing and the financing of airport infrastructure development in Australia. Transport Policy, 59, 28–37. https://doi.org/10.1016/j.tranpol.2017.06.009
Lubbe, B., Douglas, A., & Zambellis, J. (2011). An application of the airport service quality model in South Africa. Journal of Air Transport Management, 17(4), 224–227. https://doi.org/10.1016/j.jairtraman.2010.08.001
Martin-Cejas, R. R. (2006). Tourism service quality begins at the airport. Tourism Management, 27(5), 874–877. https://doi.org/10.1016/j.tourman.2005.05.005
Olsen, M. D., Ching-Yick Tse, E., & West, J. J. (1998). Strategic management in the hospitality industry (2nd ed.). Van Nostrand Reinhold.
Pabedinskaite, A., & Akstinaite, V. (2014). Evaluation of the airport service quality. Procedia – Social and Behavioral Sciences, 110, 398–409. https://doi.org/10.1016/j.sbspro.2013.12.884
Pandey, M. M. (2016). Evaluating the service quality of airports in Thailand using fuzzy multi-criteria decision-making method. Journal of Air Transport Management, 57, 241–249. https://doi.org/10.1016/j.jairtraman.2016.08.014
Pantouvakis, A. (2010). The relative importance of service features in explaining customer satisfaction: a comparison of measurement models. Managing Service Quality: An International Journal, 20(4), 366–387. https://doi.org/10.1108/09604521011057496
Pantouvakis, A., & Renzi, M. F. (2016). Exploring different nationality perceptions of airport service quality. Journal of Air Transport Management, 52(C), 90–98. https://doi.org/10.1016/j.jairtraman.2015.12.005
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41–50. https://doi.org/10.1177/002224298504900403
Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). ESQUAL: A multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213–233. https://doi.org/10.1177/1094670504271156
Park, Y. (1999). A methodology for establishing operational standards of airport passenger terminals. Journal of Air Transport Management, 5(2), 73–80. https://doi.org/10.1016/S0969-6997(98)00040-4
Petticrew, M., & Roberts, H. (2006). Systematic reviews in the social sciences: a practical guide. Blackwell. https://doi.org/10.1002/9780470754887
Rhoades, D. L. , Waguespack, Jr B., & Young, S. (2000). Developing a quality index for US airports. Managing Service Quality: An International Journal, 10(4), 257–262. https://doi.org/10.1108/09604520010373136
Saunders, M., Lewis, P., & Thornhill, A. (2007). Research methods in business studies (4th ed.). Prentice-Hall.
Sari, F. O., Bulut C., & Pirnar, I. (2016, April). Adaptation of hospitality service quality scales for marina services. International Journal of Hospitality Management, 54, 95–103. https://doi.org/10.1016/j.ijhm.2016.02.004
Seth, N., Deshmukh, S. G., & Vrat, P. (2005). Service quality models: a review. International Journal of Quality & Reliability Management, 22(9), 913–949. https://doi.org/10.1108/02656710510625211
Sohail, S. M. & Al-Gahtani, A. S. (2005). Measuring service quality at King Fahd international airport. International Journal of Services and Standards, 1(4), 482–493. https://doi.org/10.1504/IJSS.2005.007473
Tsai, W.-H., Hsu, W., & Chou, W.-Ch. (2011). A gap analysis model for improving airport service quality. Total Quality Management, 1025–1040. https://doi.org/10.1080/14783363.2011.611326
Trischler, J., & Lohmann, G. (2018). Monitoring quality of service at Australian airports: A critical analysis. Journal of Air Transport Management, 67, 63–71. https://doi.org/10.1016/j.jairtraman.2017.11.004
Yeh, C. H., & Kuo, Y. L. (2003). Evaluating passenger service of Asia-Pacific international airports. Transportation Research Part E, 39(1), 35–48. https://doi.org/10.1016/S1366-5545(02)00017-0
Yimga, J. (2017). Airline on-time performance and its effects on consumer choice behaviour. Research in Transportation Economics, 66, 12–25. https://doi.org/10.1016/j.retrec.2017.06.001
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302