AN IMPORTANCE- PERFORMANCE ANALYSIS FOR AIRPORT DUTY FREE SHOPS: A CROSSCULTURAL COMPARISON OF AIRPORT SHOPPERS

Yıl 2016, Cilt: 3 Sayı: 4, 318 - 328, 30.12.2016

Umran Under Ozlem Atalik

https://doi.org/10.17261/Pressacademia.2016.337

Öz

As a result of liberalization, privatization and
globalization in the airline industry, there have been some structural changes
such as privatization and commercialization made in the airports, of which
control and management are thought to be better handled by the state.
Especially after the commercialization of airports, a new turn was taken in
airport management and marketing. Airports pulled away from their role of only
serving air transport and have almost become shopping malls. While in the
traditionally managed airports the only customers and income generators were
airlines, with the commercial airport model the customer portfolios of the
airports have expanded. Emerging as a new distribution channel for the
retailers, airports have become important shopping places that attract various
customer groups who do not aim to travel, as well as being places that are
frequented by millions of passengers from many different nationalities. Thus,
analyzing the satisfaction level of consumers in airports has become crucial.
By using important-performance analysis (IPA) to analyze the factors affecting
the satisfaction level of airport shoppers gives practical and visually understanding
advantages to practitioners. In this study, we picked up 800 questionnaires
from the airport shoppers waiting at the gates at Istanbul Ataturk Airport with
the permission of General Directorate of State Airports Authority (DHMİ) in
February, 2015. Then we analyzed the results according to the nationality of
the participants and concluded and discussed the results by visualizing them
with IPA grids.  

Anahtar Kelimeler

Airport, airport shoppers, importance performance analysis, crosscultural, duty free shops

Kaynakça

• Akbulut, Y. 2010. “Sosyal bilimlerde SPSS uygulamaları” (1. Baskı), İstanbul: İdeal Kültür Yayıncılık.
• Abola, J., Varela J. & Manzano, V. 207. “Importance values for Importance-Performance Analysis: A formula for spreading out values derived from preference rankings”, Journal of Business Research, vol. 60, pp. 115-121.
• Albayrak, T. & Caber, M. 2011. “Önem-Performans analizi: destinasyon yönetimine dair bir örnek”, Ege Akademik Bakış, vol. 11, no.4 ,pp. 627-638.
• Azzopardi, E. & Nash, R. 2013. “ A critical evaluation of importance-performance analysis”, Tourism Management, vol. 35, pp. 222-233.
• Battal, Ü. 2006. “Bir kamu yatırımı olarak havaalanı mülkiyet yapısı ve finansman kaynakları”, Amme İdaresi Dergisi, vol. 39, no. 3, pp. 95118.
• Doganis, R. 1992. “The airport business”, New York: Routledge.
• Ennew, C. T., Reed, G. V. & Binks, M. R. 1993. “ Importance-Performance Analysis and the Mesarument of Service Quality”, European Journal of Marketing, vol. 27, no. 2., pp. 59-70.
• Freathy, P. & O'Connell, F. 1999. “Planning for profit: The commercialization of European airports”, Long Range Planning, vol.32, no. 7, pp. 587-597.
• Freathy, P. & O'Connell, F. 2012. “Spending time, spending money: Passenger segmentation in an international airport”, The International Review of Retail, Distribution and Consumer Research, vol. 22, no. 4, pp. 397-417.
• Fuerst, F., Gross, S. & Klose, U. 2011. “The sky is the limit? The determinants and constraints of European airports”, Journal of Air Transport Management, vol. 17, pp. 278-283.
• George, I. 2013. “ Modified Importance-Performance Analysis of Airport Facilities- A Case Study of Cochin International Airport Limited”, IOSR Journal of Humanities and Social Sciences, vol. 17, no. 4, pp. 9-15.
• Gerber, P. 2002. “Success factors for the privatisation of airports an airline perspective”, Journal of Air Transport Management, vol. 8, pp. 29–37.
• Graham, A. 2009. “How important are commercial revenues to today's airports?”, Journal of Air Transport Management, vol. 15, pp. 107111.
• Graham, A. 2014. “Managing airports: An international perspective” (4. baskı), New York: Routledge.
• Kaiser, H. F. 1970. “A second generation little jiffy”, Psychometrika, vol. 35, no. 4, pp. 401-415.
• Kiracı, K., Battal, Ü. & Kayhan, S. 2014. “Havaalanı gruplarının analizi ve Devlet Hava Meydanları İşletmesi’nin (DHMİ) özelleştirilmesi konusunda öneriler”, Mustafa Kemal University Journal of Graduate School of Social Sciences, vol. 11, no. 27, pp. 121-140.
• Knight, M. R. 2009. “Taking flight: Airport shopping and dining: A retail evolution is taking shape in the nation’s airports”, Research Review, vol. 17, no. 1, pp. 37-40.
• Kuyucak, F. 2006. “Küresel ve sektörel değişim dinamikleri ışığında havaalanı yönetiminde yeni eğilimler”, HaSeM'07 Kayseri 7. Havacılık Sempozyumu. Nevşehir: Erciyes Üniversitesi Sivil Havacılık Yüksekokulu ve TOBB-ETÜ Mühendislik Fakültesi, pp. 481-487.
• Lin, W-T. & Chen, C-Y. 2013. “Shopping satisfaction at airport duty-free stores: A cross-cultural comparison”, Journal of Hospitality Marketing & Management, vol. 22, no. 1, pp. 47-77.
• Martilla, J. & James, J. 1977. “Importance-Performance Analysis”, Journal of Marketing, vol. 41, no. 1, pp. 77-79.
• Oh, S-O. & Park J-W. 2014. “ A Study on Importance and Satisfaction of Airport Selection Attributes: Focus on Gimpo International Airport and Incheon International Airport”, International Journal of Business and Social Science, vol. 5, no. 10, pp. 64-70.
• Özenen, C. G. 2003. “Havaalanı yatırımlarında özelleştirme dünyadaki uygulamalar ve Türkiye için öneriler”, İktisadi Sektörler ve Koordinasyon Genel Müdürlüğü. Devlet Planlama Teşkilatı- Yayın No : DPT 2777.
• Şavran, T. G. 2009. “Araştırma evreni, örneklem seçimi ve ölçüm” (Ed: N. Suğur, A. Koçak, S. Suğur, O. B. Çetin, ve N. Suğur), Sosyolojide Araştırma Yöntem ve Teknikleri, Eskişehir: Anadolu Üniversitesi, pp. 138-158.
• Ünder, U. & Atalık, Ö. 2016. “Havaalanı Alışverişçileri ve Havaalanında Satın Almayı Etkileyen Durumsal Faktörler”, Çukurova Üniversitesi İİBF Dergisi, vol. 20, no. 1, pp. 163-185.
• Wade, D. J. & Eagles P. F. J. 2003. “ The Use of Importance-Performance Analysis and Market Segmentation for Tourism Management in Parks and Protected Areas: An Application to Tanzania’s National Parks”, Journal of Ecotourism, vol. 2, no. 3, pp. 196-217.