Traveller Satisfaction with Chinese Airports

Research indicates that perceived service quality affects consumer satisfaction. This article examined the predicted positive relationship between service perceptions and satisfaction among travellers in three Chinese airports... [ view full abstract ]

Research indicates that perceived service quality affects consumer satisfaction. This article examined the predicted positive relationship between service perceptions and satisfaction among travellers in three Chinese airports (i.e., Beijing, Shanghai and Guangzhou). Three independent latent constructs were examined: (a) the ambience of the airport, (b) facilities, and (c) courtesy of the employees. The dependent variable was airport traveller satisfaction. Data was obtained from self-administered traveller surveys at the three Chinese airports (n = 10, 218). Ambience was measured with six items: (a) availability of washrooms, (b) cleanliness of washrooms, (c) cleanliness of airport terminal, (d) ambience of the airport, (e) business / executive lounges, and (f) comfort of waiting / gate areas (Cronbach’ alpha = .83). Facilities was measured with five items: (a) restaurant facilities, (b) value for money of restaurant / eating facilities, (c) shopping facilities, (d) value for money of shopping facilities, and (e) internet access / Wi-fi (alpha = .82). Courtesy of the employees was measured with three statements: (a) security staff, (b) inspection staff and (c) check-in staff (alpha = .77). The dependent variable was a single item indicator that reflected the travellers overall satisfaction with the airport. All variables were measured on a 5-point scale: (a) poor, (b) fair, (c) good, (d) very good, and (e) excellent. Regression analyses indicated that the best predictor of traveller satisfaction was the ambience of the airport (β = .44, p < .001), followed by the courtesy of the employees (β = .16, p < .001) and the facilities (β = .05, p < .001). The three predictors accounted for 34% of the variation in traveller satisfaction. Given the size of the coefficients, the influence of ambience and courtesy are likely real impacts on traveller satisfaction; the statistically significant impact of facilities is probably a function of sample size. With only a third of the variance accounted for, there is a need to explore other predictors of traveller satisfaction. The same pattern of findings emerged when the model was run for each of the three specific airports. Discussion will highlight some of these potential predictors.