Identifying Airport Service Attributes for Customer Satisfaction: A Necessary Condition Analysis Approach

Abstract

To sustain competitive advantage in airports, it is critically important to identify which service attributes enhance customer satisfaction. This study aims to examine whether airport service attributes constitute necessary conditions for generating customer satisfaction. The primary motivation of this study is to provide a methodological contribution to aviation management studies and to determine the indispensable service attributes in the airport context. Accordingly, Multiple Necessary Condition Analysis (NCA) was conducted using 434 airport reviews obtained from Skytrax for the three busiest airports in Europe. NCA identifies the minimum levels of service attributes required to achieve passenger satisfaction and indicates the thresholds at which these attributes must be present. Results of the 10,000 resample permutation tests revealed that all proposed service attributes are necessary for passenger satisfaction at varying levels. The findings are expected to guide airport managers in optimally allocating their limited resources to achieve the desired level of customer satisfaction.

Keywords

• Airport
• Passenger Satisfaction
• Service Attributes
• Necessary Condition Analysis

Müşteri Memnuniyeti İçin Havalimanı Hizmet Niteliklerinin Belirlenmesi: Gerekli Koşul Analizi Yaklaşımı

Öz

Havalimanlarında ürdürülebilir rekabet avantajını koruyabilmek için, müşteri memnuniyetini artıran hizmet niteliklerinin hangileri olduğunun belirlenmesi kritik önem taşımaktadır. Bu çalışma, havalimanı hizmet niteliklerinin müşteri memnuniyeti yaratmada gerekli koşullar olup olmadığını ortaya koymayı amaçlamaktadır. Çalışmanın temel motivasyonu, havacılık yönetimi araştırmalarına yöntemsel bir katkı sunmak ve havalimanı hizmetleri bağlamında gerekli hizmet niteliklerini belirlemektir. Bu doğrultuda, Avrupa’nın en yoğun 3 havalimanına ilişkin Skytrax üzerinden elde edilen 434 havalimanı değerlendirmesi kullanılarak çoklu gerekli koşul analizi (GKA) gerçekleştirilmiştir. Gerekli koşul analizi, müşteri memnuniyetine ulaşmak için gerekli hizmet nitelikleri düzeyini tanımlarken, bu niteliklerin hangi seviyede ortaya çıkması gerektiğini göstermektedir. 10.000 yeniden örneklemeli permütasyon testi sonuçları, önerilen tüm hizmet niteliklerinin farklı düzeylerde müşteri memnuniyeti için gerekli olduğunu ortaya koymuştur. Elde edilen bulguların, havalimanı yöneticilerine sınırlı kaynaklarını arzu edilen müşteri memnuniyeti düzeyine ulaşmak için nasıl en iyi şekilde tahsis edebileceklerine ilişkin yol gösterici olması beklenmektedir.

Anahtar Kelimeler

• Havalimanı
• Müşteri Memnuniyeti
• Hizmet Nitelikleri
• Gerekli Koşul Analizi

Kaynakça

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