International Journal of Social Science Research (IJSSR) eISSN: 2710-6276 | Vol. 3 No. 4 [December 2021]
Journal website: http://myjms.mohe.gov.my/index.php/ijssr
WHAT MAKES CUSTOMER SWITCH? A STUDY OF LANDSIDE OF AIRPORT
Yvonne Yue He1, Grace Suk Ha Chan2* and Martin Binglin Tang3
1 2 3 Faculty of International Tourism and Management, City University of Macau, Macau, CHINA
*Corresponding author: gracechan@cityu.mo
Article Information:
Article history:
Received date : 8 December 2021 Revised date : 28 December 2021 Accepted date : 28 December 2021 Published date : 30 December 2021 To cite this document:
He, Y., Chan, G., & Tang, M. (2021).
WHAT MAKES CUSTOMER
SWITCH? : A STUDY OF LANDSIDE OF AIRPORT. International Journal of Social Science Research, 3(4), 316-328.
Abstract: This study is going to explore the customer satisfaction of airport service quality from the landside of the airport and customer switching behavior.
Previous scholars highlighted the importance of airlines inflight service; however, the limited discussion still remains on landside of airport service. Most of studies only focused on the selection of airlines rather than airports. Therefore, this study aims to fill the gaps aforementioned. The paper introduces the concepts of service quality, landside of the airport, and switching behavior and takes a quantitative method to do the research. The framework and measurement items development were adapted by SERVQUAL model.
Questionnaire was chosen to be the tool and a total of 250 were collected to investigate the factors that affect customer satisfaction with the quality of airport landside services and lead to switching behavior. The questionnaire was uploaded on the social media platform for further investigation. According to the data collected by questionnaire via PLS-SEM for data analysis. Findings and conclusions identified the importance of service quality, customer satisfaction, and switching behavior. Recommendation made to management level for uplift service quality in the airport. Provide implications to airport management departments to avoid passenger switching behavior and customer retention.
Keywords: Customer`s satisfaction; Airport service quality; Landside of the airport; Switching behavior;
SERVQUAL model.
1. Introduction
1.1 Background and Significance of the Study
Since the 1980s, service industries have placed increasing emphasis on the quality of their services. The traditional view of quality developed from manufacturing, which focused on developing a set of product standards through the management of production operations. The reason these product standards are increasingly aligned with consumer requirements is that companies are paying more attention to what consumers want and how to meet that want. The airport industry is relatively late to the journey of quality management change compared to other service industries. When airports made quality management changes, they also made a series of structural organizational changes. For example, commercialization, privatization, globalization, and investing more resources in service quality were aimed at improving their competitiveness in the airport industry. With the continuous reform and development of the civil aviation industry, air travel has become a common choice for consumers, and the service quality of airports has become more and more concerned by the public.
Therefore, it is of great practical significance to research service quality management of civil airports, which is reflected in the following two points:
(1) Since services are different from physical products in terms of intangibility, non- availability, and personnel involvement, the management of service quality cannot copy the theories and methods of physical products, and to improve the service quality of civil airports requires us to explore and establish a set of service quality management methods in line with the actual situation of civil airports.
(2) The development of airport service quality management is conducive to the airport management to effectively restrain and regulate the service providers according to the standards and norms, strengthen the service consciousness of the airport staff, and improve the airport service level.
1.2 Problem Statement and Research Gap
Our survey found that many airports have service quality issues, such as flight delays, but surveys of airport ground service quality and satisfaction only account for a small portion of airport service quality. Due to various problems, passengers may not visit this airport for the second time. Some of these reasons are objective, such as inconvenient time and place, or the fact that this airport does not have flights that meet passengers' requirements. However, some of the reasons are subjective, and the poor quality of service at the airport is likely to cause passengers to have a bad experience with the airport and therefore choose not to come back to the airport. Although Jung et al. (2017) studied the reasons for passenger switching, it was focused on airlines not airports. Airport seems to be ignored under the main stream is exploring the airline’s service quality and switching. But the airport is one of the most basic elements of the aviation industry, so we decided to put our eyes back on the airport, starting from the landside service quality, from the first impression of the passengers when they need take a flight to explore switching behavior and satisfaction.
1.3 Research Questions and Objectives
Here are three main research questions of this study:
(1) do service quality of landside really significant to customer satisfaction;
(2) will customer satisfaction affect the switching behavior in airport decision-making; and (3) what’s the connection among service, customer satisfaction and switching behavior?
We have three objectives need to achieve:
(1) to examine the customer satisfaction of airport landside service quality;
(2) to investigate the customer`s satisfaction with the switching behavior;
(3) to identify the relationship between the service quality, customer satisfaction and switching behavior.
2. Literature Review
2.1 Airport Service Quality
Airport service quality and service management level play an important role in promoting the efficiency of the airport and the overall development of the civil aviation industry. In recent years, with the continuous opening of China's civil aviation industry and the increasing total volume of civil aviation transportation, the competition between the airport industry is becoming increasingly fierce, thus higher requirements for the quality of airport service is put forward by aviation passengers (Li, 2015). With the rapid development of China's economy and the continuous improvement of people's income level, more and more passengers are inclined to choose fast and comfortable air transportation method when they travelling. It is noteworthy that airports are gathering and distributing places for passengers to stay for a relatively long time. Passengers are increasingly concerned about their overall feeling of the airport services, and their attention to the airport service level is also raising. Airport service is one of the essential and core contents of airport operation, and its service level directly reflects the management level of an airport. The quality of airport service can directly affect the overall satisfaction and loyalty of passengers to an airport (Wang, 2016). Civil airport service quality evaluation is a 360-degree comprehensive evaluation of five dimensions: airport passenger service, airline support service, industry regulations and standards implementation, normal airport release and airport complaint handling.
Airport service, as a special product, which has certain particularity while in the meantime the management of airport service quality is more complex than other service industries (Wang, 2011). With the increasing attention of the public and airport operators, the airport service quality has not only become an important indicator to measure the development of the airport but also a significant factor to determine whether an airport can be competitive as an enterprise organization. Therefore, in order to adapt to the change of customer service demand, the airports need to continuously improve their service level (Wang, 2011).
2.2 SERVQUAL Model
SERVQUAL model was introduced by Parasuraman, Zeithaml and Berry (1988) that has been widely used across industries to determine perceived service quality. There are five dimensions mentioned in SERVQUAL model which are tangibles, responsiveness, empathy, reliability, and assurance. A lot of studies have applied SERVQUAL model to conduct research. Narteh
(2018) via the SERVQUAL examining service quality and customer satisfaction with retail bank services in Ghana. Shafiq, Mostafiz and Taniguchi (2019) also used SERVUQAL model in hotel industry to test generation Y’s satisfaction to service quality. However, the application of SERVQUAL model in aviation industry seems not to be given enough attention. Most of studies are concentrated on restaurants, hotels, and banks. Hence, we want to test the effect of SERVQUAL model in aviation industry as well.
2.3 Landside of the Airport
The landside is defined as those areas of an airport that are used for the functional processing of airline passengers, excluding those areas used for the movement and parking of aircraft (typically called the airside). Landside infrastructure is one of the most basic facilities at the airport, including check-in counters, baggage check-in, security checks, sanitation facilities and so on. The basic purpose of airport landside is to realize the transfer of air travelers from ground to air transport. Over the past two decades, the level and capability of airport’s landside surface service has been a hot topic (TRB, 1975; AACCIATA, 1981). The landside environment of an airport terminal is an important area for both passengers and the airport as it is the first area passengers enter and experience, influencing passengers’ overall airport experiences. With the development of the times, people are facing increasing inconvenient situations in the landside of their air travel. The increasing number of passengers and the continuous introduction of higher capacity aircraft cause bottlenecks and congestion in the landside environment at peak times, and cause great pressure on terminal facilities. Recently, due to the critical issue of the level of airport services, several studies on the determination of land issues have been initiated, particularly on capacity and service measures. Some progress has been made in defining service levels based on levels of congestion and delays. The released Federal Aviation Administration (FAA)/Transportation Research Board (TRB) joint research report serves as a background document for all aspects of this issue and international practices and standards (Lerner, 1986).
2.4 Customer Satisfaction
Customer satisfaction has been regarded as a core concept in hospitality literature and a large quantity of studies has proved the importance of it in many aspects (Rita, Oliveira &
Farisa,2019; Kurdi, Alshurideh & Alnaser,2020; Vasić, Kilibarda & Kaurin, 2019). Customer satisfaction can be an important factor to affect customer loyalty; service quality; customer retention (Rahim, Ignatius & Adeoti,2012; Rita et al., 2019; Alshurideh, Masa'deh & Alkurdi, 2012; Chen &Liu, 2019). Meanwhile, it can also be affected by servicescape; word-of-mouth;
product quality (Juhari et al., 2012; Fauzi, 2019; Shi, Tang, Zhang, Gao & Zhu, 2016;
Jahanshahi, Gashti, Mirdamadi, Nawaser & Khaksar, 2011). Jeon and Choi (2012) researched the relationship between employee satisfaction and customer satisfaction. Hamzah and Shamsudin (2020) explored the importance of customer satisfaction in marketing strategy. In recent marketing literature, customer satisfaction is still a crucial concept and can be used as an integrated construct directly to measure in a study (Srivastava & Kaul, 2014; Rita, Oliveira
& Farisa, 2019; Lin, Zhang & Gursoy, 2020).
2.5 Switching Behavior
Switching behavior is a normal phenomenon in many industries since there are kinds of substitutes in nowadays market, especially in the service industry. Switching behavior means a process of exchanging from one product to another product and since this process can bring
a company new customer and make a company lose their customers, it has been valued by many scholars in past studies (Jung et al, 2017). The mainstream of researching switching behavior in the past years was what factors can affect it and the relationship between these factors and switching behavior, especially in the mobile industry. Wirtz et al. (2014) surveyed consumer switching decisions in contractual service settings and contrast the drivers of actual switching with those of switching intent in a cell phone provider market. Moreover, Wu et al.
(2014) studied user switching behavior on social networking sites and they found that convenience and peer pressure are the top reasons for switching SNS platforms, meanwhile, mobile capabilities and real-time access are the top motivations for switching to mobile SNSs.
All in all, the main reason for switching is people are not satisfied with these factors provided by current product and other products can provide a better service.
In our study, switching behavior means transfer from one airport to another. Since the distance between some airports are very close and given the time reason, people may choose the airport they like most, especially for long distance travelling. If the service cannot meet the demand of customers, they may choose another airport which is more comfortable and convenient.
2.6 Satisfaction and Service Quality
The relationship between customer satisfaction and service quality has been proved many times in different aspects. Agbor (2011) tested the effect of service quality on customer satisfaction in service sectors. However, they found responsiveness was not significantly related to customer satisfaction. Narteh (2018) also proved the relationship between these two variables, tangibles, assurance, reliability, and empathy did have significant impact on customer satisfaction. However, according to the different characteristic of each service setting, the demand and point may be different, we still adapted the original five dimensions to conduct the research.
Based on the above-mentioned researches, this study proposed the following hypotheses:
H1a. The tangibles of Airport landside service quality have a positive/negative effect on customer satisfaction.
H1b. The reliability of Airport landside service quality has a positive/negative effect on customer satisfaction.
H1c. The assurance of Airport landside service quality has a positive/negative effect on customer satisfaction.
H1d. The responsiveness of Airport landside service quality has a positive/negative effect on customer satisfaction.
H1e.The empathy of Airport landside service quality has a positive/negative effect on customer satisfaction.
2.7 Satisfaction and Switching Behavior
Switching behavior can be affected by many factors, customer satisfaction can be regarded as the biggest one. Line, Hanks and Kim (2016) found customer satisfaction had a negative effect on switching behavior in a restaurant, especially when customers’ satiation is high. Kouser, Qureshi, Shahzad and Hasan (2012) examined the factors influence switching behavior behind cellular service of Pakistan, they found satisfaction was highly dependent on costs and high costs are the main and the biggest reason for switching. Altwijry and Abduh (2013) also investigated some dimensions which will influence customers' satisfaction in the bank industry
and how these dimensions affected the switching behavior. As switching behavior means a flow of customers, based on the review of the literature and the background of the airport, we come up with hypothesis 2:
H2. Customer satisfaction has a positive/negative effect on switching behavior.
3. Methodology and Data Collection 3.1 Methodology
This research study adapted a quantitative research method. Quantitative research emphasizes the objective reality of facts, and grasps the prescriptiveness of matter through the analysis of the prescriptiveness of the quantity of things. It has logical rigor and reliability. The conclusions it derives are usually very accurate (Watson, 2015). We collected consumer data on airport service satisfaction through questionnaire surveys, and use it for better research and discussion of factors and analysis of consumer satisfaction with airport services.
3.2 Measurement Items
Table 1 showed all the measurement items we used in the study, the scales for evaluating each variable were developed form previous studies. Measurement Item 1 to 22 were adapted from the original SERVQUAL model by Parasuraman, Zeithaml and Berry (1991). The items of satisfaction and switching behavior were developed fromLine and Hanks (2019) and Jung et al (2017).
Table 1: Measurement Items
Measurement items Source
1.Do you think the service facilities of the airport you have been to are modern and complete?
2.Do you think the service facilities provided by the airports you have been to are novel and attractive to passengers?
3.Are airport staff equipped with neat and clean uniforms when providing services to you?
4.Do the airport facilities match their services?
5.Can the airport provide timely assistance to passengers when they encounter difficulties?
6.Can the service promised by the airport to passengers be completed in time?
7.Can the airport show concern and help when passengers encounter difficulties?
8.Can the airport provide reliable and quality assistance when passengers encounter difficulties?
9.When the airport provides assistance to passengers, all services and charges are accuracy?
10.Airport service personnel can accurately record the needs of passengers.
11.Airport service personnel can accurately tell passengers the exact time to provide services, such as check-in.
12.Airport service personnel act quickly and efficiently when providing services.
13.Airport service personnel are always willing to come forward to help passengers.
14.Do you think the employees at the airport are trustworthy?
15.Do you feel at ease when making service transactions with airport service personnel?
16.Do you think the airport staff are polite?
17.Do you think the airport service staff can get the company's strong support during service?
18.Do you think the airport will provide personalized services for different passengers?
Parasuraman, Zeithaml and Berry (1991)
19.Do you think the airport staff will take the initiative to understand the special needs of passengers?
20.Do you think the airport staff will pay special attention to special passengers?
21.Do you think the airport staff will give priority to the interests of passengers?
22.Do you think the time provided by the airport can meet the needs of all passengers?
23.I was happy with the landside’s service quality.
24.I was pleased with the landside’s service quality.
25.I was satisfied with the landside’s service quality.
26.I am very delight to switch to another airport.
27.I will switch to another airport probably
Line and Hanks (2019) Jung et al (2017)
3.2 Data Collection
In order to ensure the diversity of research goals, we asked respondents to fill in the subject matter of the questionnaire based on their specific circumstances. To better enable readers to understand survey data and analysis, we used model diagrams for display.
The sample sources are mainly from Mainland China, Hong Kong, and Macao. Because China's airport transportation industry is relatively developed, with many airports and a large sample size, it is convenient for us to collect data and facilitate us to conduct high-quality questionnaire surveys and analysis. We collected the questionnaires from November 8th, 2021 to November 22nd, 2021, and we finally get 250 samples. The questionnaires were published on WeChat and other social media through the Wenjuanxing platform. Sample participants include university students, tourists, and business people.
At the same time, we also explained the purpose of the survey to the interviewees and pointed out that the survey is anonymous and they can choose whether to complete the questionnaire according to their own circumstances. We divided the questionnaire into three parts, namely screening questions, the subject of the questionnaire and personal information. At the beginning we will ask a screening question ‘Have you ever experienced airport services?’
Through this section, we can screen out participants who are not suitable for the questionnaire.
In addition, the content of the questionnaire is in Chinese and English in order to avoid the translation bias.
4. Findings
4.1 Reliability and Validity
Table 2: Reliability & Validity
Table 2 showed the reliability and validity of constructs, including PLS factor loadings, composite reliability (CR) and Average Variance Extracted (AVE). All of construct’s Cronbach’s Alpha values were higher than 0.7 which made sure the reliability of the constructs.
Meanwhile, to test the validity, all the PLS factors loadings were higher than 0.7 as well. In addition, all the values of AVE exceeded 0.5 and all the values of CR exceed 0.7). Table 3 presented the discriminant validity between constructs in order to distinguish each construct.
Constructs Loading Alpha CR AVE
Tangibles
TA1 0.944
0.915 0.94 0.797
TA2 0.830
TA3 0.868
TA4 0.925
Reliability
RE1 0.922
0.943 0.959 0.853
RE2 0.919
RE3 0.912
RE4 0.94
Assurance
AS1 0.742
0.884 0.921 0.745
AS2 0.874
AS3 0.895
AS4 0.929
Responsiveness
RP1 0.829
0.924 0.947 0.816
RP2 0.96
RP3 0.913
RP4 0.907
Empathy
EM1 0.765
0.918 0.939 0.939
EM2 0.933
EM3 0.880
EM4 0.889
EM5 0.869
Satisfaction
SA1 0.957
0.951 0.969 0.911
SA2 0.967
SA3 0.940
Switching behavior
SB1 0.977
0.873 0.933 0.875
SB2 0.893
Table 3: Discriminant Validity
Table 4: Hypotheses Test
4.2 Results of Smart PLS Analysis
This study used regression analysis to test which dependent variables can be interpreted by the independent variables, the results were shown in Table 4 showed the path coefficients and significance results of research model: Assurance (path coefficient= 0.115, t statistic= 2.215, p value ＜0.05), empathy (path coefficient = 0.24, t statistic= 4.36, p value ＜0.001), reliability (path coefficient = 0.302, t statistic= 4.218, p value ＜0.001), and responsiveness (path coefficient = 0.167, t statistic= 2.468, p value ＜0.05) showed a significant impact on satisfaction, h1b/c/d/e/ were supported. However, tangibles (path coefficient = 0.147, t statistic= 1.853, p value ＞0.05 showed that there was no significant effect on customer satisfaction, h1a was rejected. Satisfaction (path coefficient = 0.481, t statistic= 4.396, p value
＜0.001) reflected a positive impact on switching behavior.
Table 5: Hypotheses Test of Mediating Effects
Path Path Coefficient T Statistics (|O/STDEV|) P Values
TA -> SA -> SB 0.071 1.754 0.079
EM -> SA -> SB 0.115 2.948 0.003
RE -> SA -> SB 0.145 2.92 0.004
RP -> SA -> SB 0.08 2.07 0.039
AS -> SA -> SB 0.055 2.047 0.041
AS EM RE RP SA SWB TA
AS 0.863
EM 0.725 0.869
RE 0.861 0.827 0.924
RP 0.859 0.863 0.887 0.903
SA 0.81 0.83 0.87 0.87 0.955
SWB 0.175 0.193 0.124 0.191 0.163 0.936
TA 0.782 0.767 0.828 0.868 0.817 0.102 0.893
Path Path Coefficient T Statistics (|O/STDEV|)
P Values Hypotheses
AS -> SA 0.115 2.215 0.027 supported
EM -> SA 0.24 4.36 0.000 supported
RE -> SA 0.302 4.218 0.000 supported
RP -> SA 0.167 2.468 0.014 supported
SA -> SB 0.481 4.396 0.000 supported
TA -> SA 0.148 1.853 0.064 rejected
5. Discussion and Conclusion 5.1 Discussion
The reliability and responsiveness of airport landside service quality has a positive impact on customer satisfaction which is consistent with previous studies conducted by Adeniran and Fadare (2018) and Gambo (2016). It can summarize that current airport services are so well developed that they can provide reliable service to passengers and the staffs are willing to help travelers who are in trouble. In addition, passengers also attach great importance to assurance.
It is consistent with Naik, Gantasala and Prabhakar (2012) that customers are especially satisfied with the accuracy of staffs. Hence, it is concluded that no matter in which hospitality industry, accuracy, reliability, and responsibility are the first key to service. It is worth mentioning that the impact of empathy on customer satisfaction is crucial in our study. For passengers with mobility problems, disabilities or pregnant, they need more attention and assistance from the staff. From the results of our survey, airport landside services have done very well in empathy part, differs from the previous study by Adeniran and Fadare (2018).
However, we found that tangibles of service quality were not significant to customer satisfaction. The reasons may be for travelers, the primary function of an airport is to get to their destination quickly and on time, not to enjoy food and beverage or use the restroom.
Actually, it is a good phenomenon, although the tangibles of airports were not significantly influenced customer satisfaction, it was not caused by staff. Service is provided by human, not machine. Customer satisfaction to the service is the affirmation of service quality, and high service quality can avoid switching behavior and keep retention.
5.1.1 Customer Satisfaction of Airport Landside Service Quality
All in all, the overall satisfaction of airport landside service quality is very positive. However, since tangibles did not show great significance on satisfaction, the reason need to be discussed.
Nowadays. Some airports have very completed infrastructure, such as Singapore Changi Airport. Singapore created Jewel Changi Airport which is more than an airport but a leisure resort. It contains shopping mall, cinema, accommodations, and a 40-meters waterfall. Seoul airport in South Korea also has a large quantity of duty-free shop, restaurants, and bars. Why are passengers still indifferent to tangibles when the airport infrastructure is so well developed and even exceeds the original function of the airport? The reason may be that some large international airports have a lot of connecting flights, but the transfer process is complicated and busy, and some flights do not leave much time for passengers to transfer, and it takes at least an hour to complete the transfer, while international flight transfers take at least two hours (Perkins, 2019). For some passengers, they have no time for shopping and rest before taking off.
According to the results, customer’s satisfaction with the airport landside service is still very optimistic, which gives the service industry a kind of affirmation, indicating that the airport is doing the right thing in the direction of service development.
5.1.2 Customer`s Satisfaction to the Switching Behavior
As shown in the results, customer satisfaction has a great impact on switching behavior. If customers are unsatisfied with the service provided by airport, they will choose to another airport which can provide better service. This finding is consistent with Line, Hanks and Kim (2016) that customer will switch since they are not content with current service.
Although airports do not have too many options for passengers to choose due to their geographical location, only some major cities have two or three airports at the same time.
However, some small and medium-sized cities do not have their own airports and have to go to airports in neighboring cities to take a flight. This is a good opportunity for airports to attract these passengers and keep passengers’ retention. When the distance and travel time are the same, customer satisfaction and service quality of this airport will affect their choice directly.
5.1.3 Relationship between the Service Quality, Customer Satisfaction and Switching Behavior
Both of service quality and switching behavior have a tight connection with customer satisfaction. Although tangibles of service quality did not show the significance to customer satisfaction, the overall service quality was still affected customer satisfaction positively. If an airport wants to seize the passengers and keep them stay, they need to pay attention to service quality and satisfaction since these are the two big reasons for switching. In our study, satisfaction also showed a mediating effect in the relation between service quality and switching behavior (see in Table 5). It is similar with the finding proved by Prentice and Kadan (2019) that satisfaction exert significant mediation effects between airport service quality and decision intention since switching and choose both have a process called choice.
5.2 Theoretical and Practical Contribution
In practical contribution, the result provide suggestion to practitioners need to uplift the service quality to reduce their switching concern. The development of service quality such as empathy, assurance, responsiveness, and reliability are in a right direction. Airport management departments and staff who should keep on focusing on provide accurate service rather than just optimizing the airport infrastructure.
In theoretical implication, the study added value to the literature, test the application of SERVQUAL model in airport research and provide implication to the scholar they can extend the research to the whole aviation industry which includes both airside and landside.
5.3 Limitations and Further Study
This study only researched and investigated the landside service aspect of the airport without making more research and consideration on the airside aspect. In addition, the quality of airport service does not only depend on landside service. Future research can be conducted from the airside of the airport and more comprehensive research in relation to the research according to landside service and have a more comprehensive understanding of the service quality, satisfaction and switching behavior.
6. Acknowledgement
Many thanks for the support from Macau Foundation and I highly appreciate the support from City University of Macau and Dr. Grace Chan.
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