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

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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