Ruth Haines
The quality of service at airports is an increasingly important topic, as more people are travelling by air. With the privatisation of airports in many countries, competition between airports is intensifying, and airports are trying to offer the best experience to both airlines and passengers. To achieve this, airports are collecting objective and subjective metrics, and addressing them. Objective attributes include 'Response Time to Phone Call', 'Ticketing Waiting Time', 'Seat Congestion', and 'Car Park Congestion'. Subjective attributes can be measured by video recording and/or direct observation. Airports are also using social media data and online reviews to assess their quality of service.
| Characteristics | Values |
|---|---|
| Fast growth in air transportation and air passengers | Better service from airports |
| Privatization | Intensifying competition between airports |
| Low-cost carriers | Lower prices and higher savings opportunities |
| Service quality | Meeting demands of airlines and passengers |
| Objective attributes | Response time to phone calls, ticketing waiting time, seat congestion, car park congestion |
| Subjective attributes | Video recording and/or direct observation |
| Processing domain | Check-in, security screening, immigration and customs, boarding or departure lounge |
| Non-processing domain | Curbside, ticketing counter, baggage drop, security control, departure lounge, circulation areas, and concessions |
| Brand engagement | Improvement of facility service quality |
| Online reviews | Important for travelers' decision-making |
| COVID-19 | Increased evaluation of cleanliness and environment |
| Human communications | Reliability, helpfulness, and enthusiasm |
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What You'll Learn
Processing time, waiting time and space available per person
Processing time, waiting time, and space available per person are critical factors in achieving airport service quality. These elements significantly impact passenger satisfaction and can make or break their overall experience at the airport. Here are some measures to optimise these aspects and deliver an exceptional service akin to airport standards:
Processing Time:
- Efficient Staffing: Ensure adequate staffing at all times, especially during peak travel seasons and busy periods. Well-staffed airports can process passengers more efficiently, reducing waiting times and improving overall satisfaction.
- Staff Training: Invest in comprehensive training programmes for staff to enhance their skills and knowledge. Well-trained staff can handle passenger queries and concerns promptly and effectively, expediting the processing time.
- Technology Integration: Embrace innovative technologies, such as self-service kiosks and automated passport control systems, to streamline the check-in and immigration processes. These technologies enable passengers to move through the airport processes more swiftly and efficiently.
Waiting Time:
- Queue Management: Implement effective queue management systems, such as virtual queuing or appointment systems, to minimise physical queues and waiting times. This allows passengers to utilise their time more productively while waiting for their turn.
- Real-time Updates: Provide passengers with accurate and timely updates on potential delays or waiting times through mobile applications or display screens. This empowers passengers with information to plan their arrival or make necessary arrangements.
- Fast-track Lanes: Consider introducing fast-track lanes or priority queues for passengers with tight connections or special requirements. This helps reduce overall waiting times and ensures a smoother travel experience for all.
Space Available Per Person:
- Efficient Layout: Design the airport terminal with a spacious and functional layout that allows for smooth passenger flow. Ensure sufficient space around check-in counters, baggage claim areas, and security checkpoints to prevent congestion and create a more comfortable environment.
- Seat Availability: Provide ample seating options throughout the terminal, especially in high-traffic areas like boarding gates and food courts. Sufficient seating gives passengers a sense of space and comfort, even during peak times.
- Vertical Expansion: If physical expansion is challenging, consider vertical expansion by utilising floor space efficiently. This can involve adding levels or mezzanine floors to create more space for passenger services and amenities.
By focusing on optimising processing time, minimising waiting times, and maximising the space available per person, airports can deliver a seamless and enjoyable experience for passengers, meeting their expectations and enhancing overall service quality. These measures contribute to a positive and memorable airport experience, ensuring passenger satisfaction and loyalty.
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Check-in, security screening, immigration and customs
Check-in, security screening, immigration, and customs are integral parts of the airport experience, and the quality of these processes can significantly impact passenger satisfaction. Here are some detailed instructions and tips to navigate these procedures efficiently and effectively:
Check-in
The check-in process is often the first interaction passengers have with airport staff, and it sets the tone for their overall airport experience. To ensure a smooth check-in, it is advisable to arrive at the airport early, allowing ample time for potential delays or unforeseen issues. Online or self-service check-in options, if available, can expedite this process. However, for those requiring assistance or with special requests, interacting with check-in counter staff may be necessary. Airports should ensure that their check-in counters are adequately staffed to minimise waiting times.
Security Screening
Security screening is a critical aspect of air travel, and it is essential to be prepared for this process to avoid delays. Passengers should familiarise themselves with the latest regulations and restrictions regarding carry-on and checked baggage. Some items, such as liquids, electronics, and certain types of clothing, may require special attention or additional screening. Removing jewellery, watches, and bulky outerwear before reaching the security checkpoint can expedite the screening process. Airports should ensure that security screening procedures are clearly communicated to passengers to reduce confusion and wait times.
Immigration
Immigration procedures can vary depending on the country of arrival and the traveller's nationality. For international travel, passengers should carry necessary documentation, such as passports and visas, to facilitate immigration checks. Immigration officers may ask questions regarding the purpose of the visit, duration of stay, and other relevant details. In some cases, officers may request access to electronic devices, such as laptops or cell phones, for inspection. It is important to cooperate with the authorities while also being aware of your rights and privacy.
Customs
Customs procedures often involve inspections of luggage and personal belongings by customs officers. Passengers should be prepared for potential searches and should organise their luggage accordingly. Certain items may be prohibited or restricted, and it is the passenger's responsibility to declare any goods that require special consideration. Customs procedures can vary based on the country, and it is advisable to familiarise yourself with the specific regulations of your destination.
By following these guidelines and staying informed about the latest airport procedures, passengers can contribute to a smoother and more efficient experience. Additionally, airports can enhance their quality of service by addressing common pain points, such as long waiting times, inadequate space, and inefficient processing, as identified in passenger surveys and feedback.
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Brand engagement and passenger satisfaction
The quality of an airport's facilities and services has a significant impact on brand engagement and passenger satisfaction. With the growth of air travel, airports are facing increasing competition, and passengers now have more freedom in choosing their airport destination. As such, it is crucial for airports to respond to changing passenger demands and expectations to ensure satisfaction.
One way to enhance brand engagement and passenger satisfaction is to focus on the check-in process. Studies have shown that the efficiency of the check-in process, including factors such as waiting time, processing time, and space available, is crucial in shaping passengers' perceptions of airport service quality. By improving the check-in experience, airports can positively influence brand engagement and passenger satisfaction.
Additionally, airports can utilise passenger feedback to improve brand engagement. By being open to feedback and actively seeking passenger input, airports can identify areas for improvement and make necessary changes. This demonstrates a commitment to meeting passenger expectations and can lead to increased brand loyalty and satisfaction.
Social media and online platforms have become essential tools for passengers to share their experiences and provide feedback. Airports can monitor online reviews and social media data to gain valuable insights into passenger satisfaction and brand perception. By analysing these sources, airport management can identify areas for improvement and make data-driven decisions to enhance brand engagement and overall passenger satisfaction.
Furthermore, privatisation and competition are driving airports to improve their service quality. To remain competitive, airports must understand their customers and meet their demands. This may involve lowering prices or increasing the quality of the products and services offered. By prioritising innovation and promoting traits such as reliability, helpfulness, and enthusiasm, airports can enhance their brand image and improve passenger satisfaction.
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Cleanliness and environment
Cleanliness and a pleasant environment are key factors in airport quality service. Since the COVID-19 outbreak, cleanliness and environment have received higher ratings from airport customers. The physical outlook of an airport, including architecture, lighting, design, and renovation, also plays a role in customer satisfaction.
To improve in this area, airports can introduce appropriate training and adjust their organisational culture to promote specific traits such as reliability, helpfulness, and enthusiasm. This can be achieved without requiring fundamental changes to the airport's operations. For example, airports can be more open to passenger feedback to improve brand engagement and scrutinize facility-relevant services.
In addition, airports can improve the efficiency of their operations by adopting models such as the Levels of Service (LOS) model, which evaluates the airport's operations from a technical viewpoint. However, this model has been criticised for being too impersonal and not considering the human aspect. As such, airports should also incorporate customers' subjective impressions of their interactions with airport workers and facilities to enhance their data.
Ultimately, by focusing on cleanliness, a pleasant environment, and improving organisational culture, airports can increase their attractiveness and competitiveness in the market.
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Competition and privatisation
The privatisation of airports in many countries has led to increased competition between different facilities. This competition is a primary driver of service quality improvement, as airports strive to offer the best experience to both airlines and passengers. Airports that charge more than their service is worth will eventually be excluded from the market. Therefore, they must either lower prices, which can reduce profitability, or increase the quality of their offering.
To achieve the latter, airports must understand their customers, particularly those who are likely to consider competing airports. Airports should also consider the expectations of low-cost carriers (LCCs), which are willing to deviate from the hub-and-spoke model and move to secondary airports. By addressing the needs of both airlines and customers, airports can collect objective and subjective metrics to improve their services.
Objective attributes include 'Response Time to Phone Call', 'Ticketing Waiting Time', 'Seat Congestion', and 'Car Park Congestion'. Subjective attributes, on the other hand, can be measured through video recording and/or direct observation. For instance, Correia and Wirasinghe's study developed a methodology based on air passengers' perceptions to establish a level of service (LOS) standard at airport passenger terminals. The LOS model, which agencies like the IATA and FAA have adopted, evaluates the technical aspects of airport operations, including processing and holding facilities, without considering the human element. However, Fodness and Murray (2007) argue that incorporating customers' subjective impressions of their interactions with airport staff and facilities can enhance data and improve service quality.
To improve brand engagement and overall satisfaction, airports should be open to passenger feedback. Passengers tend to provide feedback on facilities and services, which encourages airports to scrutinise and improve their offerings. Airports can also leverage social media data and online reviews to assess and improve their services. For example, Google Maps reviews can complement and cross-validate conventional quality surveys.
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Frequently asked questions
Airports can improve their quality of service by understanding their customers and meeting their demands. This can be achieved by collecting both objective and subjective metrics and addressing them. Objective attributes include response time to phone calls, ticketing waiting time, seat congestion, and car park congestion. Subjective attributes can be measured through video recording, direct observation, and passenger surveys.
Some challenges to improving airport service quality include the need for substantial changes to the organization's structure and culture. Airports also need to balance improving profitability with increasing quality.
Brand engagement has the potential to improve airport service quality. Passengers are likely to provide feedback and advertise the airport's services, facilities, and brand based on their experiences. Airports that are open to feedback and willing to connect with passengers can improve their brand engagement and, consequently, their service quality.
The COVID-19 pandemic has led to a higher evaluation of cleanliness and the airport environment by customers. Online ratings and reviews have become even more critical in influencing travelers' decisions when choosing an airport. Airports can use social media data and online reviews as alternative sources of information to assess and improve their service quality.
