Customer Orientation Of Airport Service Quality - 949 Words

Introduction The aviation industry is one that is consistently changing and the demand in air travel is on the rise. With the rise in air travel, airports need to be able to handle the traffic. But the problem is that service quality in an airport declines when the airport has reached its design peak hour or even exceeded it. This simply means the airport cannot handle the amount of passengers it has thus customer satisfaction decreases. Today s air travelers have meaningful choices among airports and there is an increasing urgency among airport marketers to differentiate themselves by meeting the needs of customers better than the competition. While passengers perception of airport service quality is only one of several variables (e.g. routes, scheduling, location and prices) that contribute to overall airport attractiveness, it is nevertheless an important variable because of the increasing importance of a customer orientation to competitive advantage in this industry.(Fodness Murray, 2007) Solving it would result in a more efficient airport which can reduce the amount of delays at an airport whether is from aircraft landing or taking off or passenger traffic within the terminal thus giving the airport an advantage over the competition by becoming a preferred airport. Literature Review Airports are a place where passengers encounter a bundle of tangible and intangible services in what Bitner (1992) has characterized as an elaborate services cape. 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