Passengers' Shopping Preferences: A Study of Istanbul Airports

Year 2021, , 265 - 281, 20.12.2021

Sena Kılıç , Özge Yanıkoglu , Çağlar Üçler

https://doi.org/10.30518/jav.1010982

Cited By: 1

Abstract

Today, a significant part of airports' revenues is derived from support services such as retail stores, food and beverage (F&B) services, and entertainment activities. These services are also vital for enhancing passenger experience, which plays a major role as arbiter of airport success. There are different typologies of passengers, and a successful airport must deliver an optimal service mix to satisfy the needs of different passenger typologies. This requires an adequate transformation of the voice of the customer with respect to different profiles. Hence, the first aim of this study is to distinguish the preferences of different passenger profiles at airports by examining their choice of retail stores, F&B services, and entertainment activities. The second aim of the study is to determine the relative importance of factors that affect passengers’ airport purchase behavior and transform them into recommendations for distinct airport strategies.

Keywords

Airport management, Shopping preferences, Conjoint analysis

References

• [1] J. L. Lu, “Investigating factors that influence passengers' shopping intentions at airports–Evidence from Taiwan,” Journal of Air Transport Management, 35, 72-77, 2014.
• [2] ACI (Airports Council International), “Airport Ownership Economic Regulation and Financial Performance.” https://aci.aero/Media/566bca18-aa8f-4b3f-bfee-00a114058f6c/GFi1Cg/About%20ACI/Priorities/Economics/2018/ACI_PolicyBrief_AirportOwnershipEconomicRegulationandFinancialPerformance.pdf [Access date: 16-October-2021].
• [3] J. Moulds and G. Lohmann, “An analysis of future trends in non-aeronautical revenue: A case study from Adelaide Airport,” Journal of Airport Management, 10(4), 343-358, 2016.
• [4] B. Tovar and R. R. Martin-Cejas, “Are outsourcing and non-aeronautical revenues important drivers in the efficiency of Spanish airports?” Journal of Air Transport Management, 15(5), 217-220, 2009.
• [5] H. Jiang and Y. Zhang, “An assessment of passenger experience at Melbourne Airport,” Journal of Air Transport Management, 54, 88-92, 2016.
• [6] S. J. Appold and J. D. Kasarda, “The appropriate scale of US airport retail activities,” Journal of Air Transport Management, 12(6), 277-287, 2006.
• [7] P. Freathy and F. O'Connell, “Spending time, spending money: Passenger segmentation in an international airport,” The International Review of Retail, Distribution and Consumer Research, 22(4), 397-416, 2012.
• [8] E. Torres, E., J. S. Dominguez, L. Valdès and R. Aza, “Passenger waiting time in an airport and expenditure carried out in the commercial area,” Journal of Air Transport Management, 11(6), 363-367, 2005.
• [9] M. Bertoli, “New Generation Concessions,” Passenger Terminal World: Annual Technology, Showcase Issue, 68–71, 2002.
• [10] M. Geuens, D. Vantomme and M. Brengman, “Developing a typology of airport shoppers,” Tourism Management, 25(5), 615-622, 2004.
• [11] Y. H. Lin and C. F. Chen, “Passengers' shopping motivations and commercial activities at airports–The moderating effects of time pressure and impulse buying tendency,” Tourism Management, 36, 426-434, 2013.
• [12] P. Bohl, “The impact of airport shopping environments and dwell time on consumer spending,” Vezetéstudomány-Budapest Management Review, 45(11), 11-24, 2014.
• [13] V. Fasone, L. Kofler and R. Scuderi, “Business performance of airports: Non-aviation revenues and their determinants,” Journal of Air Transport Management, 53, 35-45, 2016.
• [14] J. Rowley and F. Slack, “The retail experience in airport departure lounges: reaching for timelessness and placelessness,” International Marketing Review, 16(4-5), 363–376, 1999.
• [15] J. Zukowsky, Building for air travel: architecture and design for commercial aviation. New Jersey, USA: Prestel Pub, 1996.
• [16] B. Edwards, New approaches to airport architecture–The modern terminal. London, UK: E & FN Spon, 2005.
• [17] P. Kumar, “Store decision criteria and patronage behaviour of retail consumers,” International Journal of Management Research and Reviews, 6(12), 1692 -1702, 2016.
• [18] A. S. Boateng, “The Effect of Advertisement on Consumer Preference and Brands: A Case of Herbalife Products,” University of Ghana, Doctoral dissertation, 2019.
• [19] A. Graham, “How important are commercial revenues to today's airports?” Journal of Air Transport Management, 15(3), 106-111, 2009.
• [20] C. Lund, “Selling through the senses: Sensory appeals in the fashion retail environment,” Fashion Practice, 7(1), 9-30, 2015.
• [21] C. L. Wu and Y. Chen, “Effects of passenger characteristics and terminal layout on airport retail revenue: an agent-based simulation approach,” Transportation Planning and Technology, 42(2), 167-186, 2019.
• [22] H. B. Kim and J. H. Shin, “A contextual investigation of the operation and management of airport concessions,” Tourism Management, 22(2), 149-155, 2001.
• [23] R. Doganis, The airline business. London, UK: Routledge, 2005.
• [24] Y. S. Chung, “Hedonic and utilitarian shopping values in airport shopping behavior,” Journal of Air Transport Management, 49, 28-34, 2015.
• [25] G. Del Chiappa, J. C. Martin and C. Roman, “Service quality of airports' food and beverage retailers. A fuzzy approach,” Journal of air transport management, 53, 105-113, 2016.
• [26] Y. Cao, and K. Kim, “How do customers perceive service quality in differently structured fast food restaurants?” Journal of Hospitality Marketing & Management, 24(1), 99-117, 2015.
• [27] A. Lockwood, and K. Pyun, “How do customers respond to the hotel servicescape?” International Journal of Hospitality Management, 82, 231-241, 2019.
• [28] R. J. Harrington, M. C. Ottenbacher and K. A. Way, “QSR choice: Key restaurant attributes and the roles of gender, age and dining frequency,” Journal of quality assurance in hospitality & tourism, 14(1), 81-100, 2013.
• [29] T. J. Lee, H. Cho and T. H. Ahn, “Senior citizen satisfaction with restaurant service quality,” Journal of Hospitality Marketing & Management, 21(2), 215-226, 2012.
• [30] R. L. Snipes, N. F. Thomson and S. L. Oswald, “Gender bias in customer evaluations of service quality: an empirical investigation,” Journal of Services Marketing, 20(4), 274–284, 2006.
• [31] D. C. Rezende and M. A. R. Silva, “Eating-out and experiential consumption: a typology of experience providers,” British Food Journal, 116(1), 91-103, 2014.
• [32] T. O’Dell, “Experiencescapes: blurring borders and testing connections,” Experiencescapes: Tourism, Culture, and Economy, 3-17, 2005.
• [33] S. W. Perng. C. C. Chow and W. C. Liao, “Analysis of shopping preference and satisfaction with airport retailing products,” Journal of Air Transport Management, 16(5), 279-283, 2010.
• [34] ACRP (Airport Cooperative Research Program), “Report 157 - Improving the Airport Customer experience”. Washington, D.C., USA: Transportation Research Board, 2016.
• [35] E. D. Zidarova and K. G. Zografos, “Measuring quality of service in airport passenger terminals,” Transportation research record, 2214(1), 69-76, 2011.
• [36] Skytrax, “World's Top 100 Airports 2020.” https://www.worldairportawards.com [Access date: 16-October-2021].
• [37] E. Ko, J. P. Costello and C. R. Taylor, “What is a luxury brand? A new definition and review of the literatüre,” Journal of Business Research, 99, 405-413, 2019.
• [38] A. Parment, “Distribution strategies for volume and premium brands in highly competitive consumer markets,” Journal of Retailing and Consumer Services, 15(4), 250-265, 2008.
• [39] H. Hagtvedt, and V. M. Patrick, “The broad embrace of luxury: Hedonic potential as a driver of brand extendibility,” Journal of Consumer Psychology, 19(4), 608-618, 2009.
• [40] M. M. Palmeira and D. Thomas, “Two-tier store brands: the benefic impact of a value brand on perceptions of a premium brand,” Journal of Retailing, 87(4), 540-548, 2011.
• [41] P. E. Green and V. Srinivasan, “Conjoint analysis in consumer research: issues and Outlook,” Journal of consumer research, 5(2), 103-123, 1978.
• [42] P. Cattin and D. R. Wittink, “Commercial use of conjoint analysis: A survey,” Journal of marketing, 46(3), 44-53, 1982.
• [43] P. E. Green, A. M. Krieger and Y. Wind, “Thirty years of conjoint analysis: Reflections and prospects,” Interfaces, 31(3), 56-73, 2001.
• [44] P.E. Green and V. Srinivasan, “Conjoint Analysis in Marketing New Developments with Implications for Research and Practice,” Journal of Marketing, 54, 3-19, 1990.
• [45] A. Daly, T. Dekker and S. Hess, “Dummy coding vs effects coding for categorical variables: Clarifications and extensions,” Journal of choice modelling, 21, 36-41, 2016.
• [46] Istanbul Airport, “Airport Guide.” https://www.istairport.com/en/passenger/airport-guide/airport-map [Access date: 16-October-2021].
• [47] Sabiha Gokcen Airport, “Passenger Guide.” https://www.sabihagokcen.aero/passengers-and-visitors/passenger-guide/terminal-guide [Access date: 16-October-2021].