(The) Influence of Customer Satisfaction with Airport Service Quality on the Corporate Image of Airports

다국어 초록 (Multilingual Abstract)

Airports have evolved into service-oriented businesses that must meet the diverse needs of the passengers. The increased demand for air travel comes with additional pressure to the airports. Passengers from diverse backgrounds have unique expectations, making service quality at the airport a top priority but a challenge. This study sought to examine how the dimensions of airport service quality, service orientation, technological innovation, environmental sustainability, and external contextual factors affect passengers’ perceived value. Also, the study sought to assess the extent to which passengers’ perceived value mediates the relationship between airport service quality and customer satisfaction. And to assess how customer satisfaction influences the dimensions of airport corporate image, including trust and reliability, innovation perception, and sustainability reputation? The researcher employed a quantitative research design to test the hypothesis. A total of 213 respondents completed and submitted the survey in time. The correlation coefficients for the associations between airport service quality variables (service orientation, technological innovation, environmental sustainability, and external contextual factors) with perceived passenger value were 0.374, 0.265, 0.377 and 0.411, respectively. The findings revealed strong positive statistically significant correlation between passenger perceived value and sustainability reputation (0.533, 0.000), but weak positive correlations with other corporate image variables (trust and reliability, and innovation perception). The structural equation model reveals that paths for service orientation (t = 3.483, p = 0.000), technological innovation (t = 2.335, p = 0.020), and external contextual factors (t = 2.718, p = 0.007) are statistically significant. That implies, there are statistically positive associations between the above variables and customer satisfaction. These findings provide a blueprint that can be used by the management at airports to improve service delivery and customer satisfaction. The following hypotheses are not rejected: H3a, H3b, and H3c.

Keywords airport service quality, perceived value, customer satisfaction, corporate image, sustainability, mediation, post-covid, structural equation modeling.

목차 (Table of Contents)

• CHAPTER ONE 1
• 1.1 Problem Statement 2
• 1.2 Research Questions 3
• 1.3 Research Objectives 3
• 1.5 Academic and Practical Contributions of the Study 4
• 1.6 Structure of the Thesis 5
• CHAPTER TWO 7
• 2.1 Airport Service Quality 7
• 2.2 Customer Perceived Value 12
• 2.2.1 Sub-dimensions 13
• 2.2.3 Cost Value 14
• 2.2.4 Relationship Between Service Quality and Perceived Value 15
• 2.3 Customer Satisfaction 16
• 2.3.1 Definition of Satisfaction in the Airport Context 16
• 2.3.3 Relationship Between Perceived Value and Satisfaction. 18
• 2.3.4 Studies Highlighting Satisfaction as a Mediator Toward Image 20
• 2.4 Corporate Image of Airports 22
• 2.4.1 Dimensions of Corporate Image (Trust, Innovation, Sustainability) 22
• 2.4.2 Links Between Customer Satisfaction and Corporate Image 24
• 2.4.3 Prior Research That Supports These Effects 25
• 2.5 Integrated Review of Relationships 28
• 2.5.1 Summary of Empirical Studies That Cover All Variables 28
• 2.5.2 Theoretical Rationale for Proposed Relationships 30
• 2.5.3 Research Gaps and How the Study Differentiates Itself 32
• 2.6 Conceptual Framework 35
• 2.7 Hypotheses 35
• CHAPTER THREE 37
• 3.1 Research Method 37
• 3.2 Research Design and Rationale 37
• 3.3 Participant Selection 38
• 3.4 Measurement of Variables 38
• 3.5 Procedures for Pilot Study 39
• 3.6 Data Analysis 39
• 3.7 Ethical Procedure 40
• 3.8 Procedures for Testing Reliability and Validity. 40
• CHAPTER FOUR 41
• 4.1 Descriptive Analysis 41
• 4.1.1 Demographic Analysis 41
• 4.1.2 Reliability Analysis 44
• 4.1.3 Descriptive Statistics 46
• 4.2 Correlation Analysis 47
• 4.3 Structural Equation Models (SEM). 49
• 4.3.1 SEM 1 Airport Service Quality and Passenger Perceived Value 50
• 4.3.2 SEM 2: Airport Service Quality and Customer Satisfaction 53
• 4.3.3 SEM 3: Perceived Value and Corporate Image 58
• 4.3.4 SEM 4: Customer Satisfaction → Corporate Image 60
• 4.3.5 Model 5: Mediation Effect of Passengers’ Perceived Value on the Association between ASQ and Corporate Image 62
• 4.3.6 Model 6: Mediation Effect of Customer Satisfaction on the Association between ASQ Dimensions and Corporate Image 64
• CHAPTER FIVE 67
• References 68
• Appendix A: Survey Questionnaire 78