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

Year 2016, Volume: 3 Issue: 4, 318 - 328, 30.12.2016

Umran Under , Ozlem Atalik

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

Abstract

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.  

Keywords

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

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