Acknowledgement

1
 Far Eastern University
Institute of Tourism and Hotel Management
Research Writing
First Semester AY 2016-2017

CERTIFICATE OF ORIGINALITY

We hereby declare that this submission is our work and that, to test of our
knowledge and belief, it contains no material previously published or written by
another person nor material which to a substantial extent has been accepted for
the award of any other institute or higher learning, except where due
acknowledgement is made in the text.

We also declare that the intellectual content of this research paper is the product of
our own work, even though we may have received assistance from other on style,
presentation and language expression.

Names of Group Members Signature Date

1. Catchuela, Paula Danielle O. _________________________ ________

_
2. Munsayac, Edilberto R. _________________________ ________
_
3. Rapin, Brigitte Appicole G. _________________________ ________
_

Dr. Marygrace Ac-ac

RW Instructor

2
Table of Contents
Acknowledgment--------------------------------------------------------------------------------------------------1
Certificate of Originality------------------------------------------------------------------------------------------2
Table of Contents--------------------------------------------------------------------------------------------------3

Chapter 1 - Introduction------------------------------------------------------------------------------------------4
Background of the Study-----------------------------------------------------------------------------------------5
Problem Statement------------------------------------------------------------------------------------------------6
Theoretical Framework-------------------------------------------------------------------------------------------7
Conceptual Framework-------------------------------------------------------------------------------------------8
Research Objectives----------------------------------------------------------------------------------------------9
Significance of the Study
Scope and Limitation of the Study
Definition of Terms-------------------------------------------------------------------------------------------------10

Chapter 2 - Literature Review----------------------------------------------------------------------------------12

2.1 Customer service---------------------------------------------------------------------------------------------
2.2 Customer satisfaction---------------------------------------------------------------------------------------
2.3 Customer value------
2.4 Service Innovation
2.5 Service Quality

Chapter 3 - Methodology-----------------------------------------------------------------------------------------25
Research Design---------------------------------------------------------------------------------------------------
Sampling Design---------------------------------------------------------------------------------------------------26
Sample (with Demographic Profile and Tables)
Sampling Type
Sampling Size
Data Collection Method
Development of the Research Instrument
Statistical Treatment of Data-----------------------------------------------------------------------------------28

Chapter 4 Results and Discussions-------------------------------------------------------------------------30

Chapter 5 Conclusions and Recommendations----------------------------------------------------------45

References

Appendix--------------------------------------------------------------------------------------------------------------50
Questionnaire
Literature Matrix
STD Matrix
Letters
Certificate of Face and Content Validity
Tabulation Sheet

3
 CHAPTER 1

Introduction

Public Transportation service is very crucial to every country most especially

the air transportation specifically the Airports that gives the first and last impression

of the tourist in the certain region. A country can gain a large amount through

airports, thus it is a huge help in every country if the airport has a good image.

Airports have huge impacts on the global and national economy. It requires

comfortable and reliable service to meet the service expectations of the passengers

(Chen, 2015).In this sense, the continuous improvement of service quality and

modernization of terminals is essential to the proper performance of the Airport.

The Clark International Airport is located at the Central Luzons heart. It is

also one of the biggest aviation complexes in Asia. The airport is managed and

operated by a government-owned enterprise which is Clark International Airport

Corporation. The airlines that cater the Clark international airport are Cebu pacific,

Emirates, Dragonair, Tigerair, Asiana airlines, Jinair and AirAsia. The Philippine Air

force also uses the southern part of the facility as the Clark Air Base.

Today the Clark international airport was being undertaken with the end vision

developing to be the next premiere gateway to the Philippines and the best services

and logistics in the Asia-Pacific region.7

4
Background of the Study

Clark was established by the Americans in 1902 and it was formerly known as

Fort Stotsenburg. The eastern portion of the Fort Stotsenburg was converted into an

airfield and renamed it Clark Air Field in 1917. Clark International Airport was created

when the Americans left the country in 1991leaving the airport and several officers

home, manicured golf courses, road network, a two huge 3.2kilometer runways

capable of landing the space shuttle.

In term of the former President Gloria Macapagal Arroyo the Clark

International Airport was renamed to Diosdado Macapagal International Airport in

honor of his father, the former President Diosdado Macapagal. In February 2012, the

airports name reverted to Clark International Airport.Since 2003 the Clark

International Airport has been experiencing significant passenger increase

throughout the years.

The researchers have chosen this research for we need to re-evaluate the

perceptions of the passengers of Clark International Airport regarding the services

and innovation in the airport and to give a better satisfaction to the passengers. Also

to assess the customer value enhancement to make sure that the customers of the

airport feels that they are being valued.

5
 Problem Statement

Customer value enhancement can be achieved if the passengers are satisfied

with the companys services. If a customer is satisfied with the service being given

by the airports or if their expectations are met, they will feel that they are valued,

thus they will buy more products. Every business needs to gain their customers

trust.

Clark International Airport or formerly known as Diosdado Macapagal

International Airport faces several problems. The researchers came up with these

problems based on the customer reviews. They have very poor WiFi access and

they dont have newsstands that some of the customer always complains about.

Lastly, they have very friendly staffs but they are not enough to accommodate the

customers, especially on their immigration office.

1. The service of Clark international airport in term of:

A. customer service
B. baggage handling
C. check-in services
D. technology
E. Security
2. The passengers perception towards the services in Clark international airport in

terms of Baggage handling, customer service, check-in services and technology.

3. The problems in their services and facilities.

Theoretical Framework

There are several theories that make a basis for this research. As the main

goal for the research is to define what is wrong in facility services and give some

6
advices on how to develop them, service improvement is identified as a main theory.

Customer satisfaction theory will help to understand what customers feel about

facility services in the terminal. As airport terminal facilities are examined in this

research, theory which is somehow related to terminal facilities operation and their

appearance also play a significant role in the research.

Innovation within the service firm is the subject of a study carried out by a

group of scholars and they conclude that successful innovation in services may

change market conditions altogether. The scholars also expect that when one firm is

highly successful several others will follow suit, reinforcing the trend and importance

of innovation within services. (Jong, Bruins, Dolfsma and Meijard, 2003).

Fodness and Murray (2007) presented a service quality model for airports.

The authors concluded that the expectation of passengers' service quality in an

airport is comprised of diversion, interaction, and function. Tsai, Hsu, and Chou

(2011) presented a model for evaluating the gaps between expected and actual

service quality at airports along with managerial measures to reduce those gaps.

Park and Jung (2011) investigated airport service quality as perceived by transfer

passengers and the influence of quality on different aspects such as value,

satisfaction, airport image, and passenger behaviour. Employing the multi-criteria

decision making approach, Yeh and Kuo (2003) evaluated service quality at 14

international airports in the Asia-Pacific region. Using the dominance-basedrough set

approach, Liou, Tang, and Yeh (2011) examined different factors which impact

quality of service as perceived by the customer. Lubbe, Douglas, and Zambellis

7
(2011) emphasized that customer feedback on airport service qualityvaries by the

type of customer.

Conceptual Framework

Research Objective

8
 The main objectives of the study are to identify the service innovations of

Clark international airport, to know how they could identify some improvement

opportunities within airport services in order to meet or exceed passenger

satisfaction with their service performance and to assess the customer value

enhancement and customers opinion towards their services in the airport.

Significance of the Study

The significance of the study will determine who will benefit in this study. Also,

this will explain why they became a beneficiary of the study.

The Clark International Airport where many passengers depart and arrive

from their trips. This study will be a significant step in knowing the gaps in our

tourism industry especially our main gateways to our country, another thing is to

determine the airports rooms for improvement, passengers satisfaction on the

services and facilities in the airport, to help the university for their academic

excellence and researches and lastly this study is expected to help more researches

to be conducted in the future.

Scope and Limitation

This study will be conducted in Clark International Airport located in

Pampanga, Clark Freeport Zone; also this study will cover ground operations in the

Clark International Airport in coordination with the Clark International Airport

Authority.

9
 This study will be complied starting from the month of September and will

finish the research by the end of November. The study will not include the aerial

operations of the airport and only its ground operations.

The respondents of the study are the customers of the Clark International

Airport. The respondents will be both domestic and international passengers

hanging around the airport.

Definition of Terms

Customer value enhancement

- Improving the relationship between the airline and the customers by making them

feel that they are valued

Ground operation

- It is the activities being made before boarding on the aircraft

Domestic

- Within your own country

International

- Outside the country

- To different country

10
 Immigration

- Place in the airport where government official checks the documents of people

leaving the country and going to another country

Airport terminal

- Where passengers transfer between ground transportation and the facilities that

allow them to board and disembark from aircraft. Within theterminal, passengers

purchase tickets, transfer their luggage, and go through security.

CHAPTER 2

REVIEW OF RELATED LITERATURE AND STUDIES

11
Literature Review

The Literature review will help the researchers to gather valuable data and

ideas that can guide them in their study and to identify the related knowledge and

information for them to further understand the topic.

In todays modern world, with the rapid advancement of technology, business

travel, air travel affordability making travel more accessible to more people, security,

global factors, social media and other external pressures all affect the way an airport

operates. Through all of this our customers expect and deserve the best facilities.

Passengers are becoming more informed, more empowered and want to

personalise their trip. Information is power and that puts customers in the pilots

seat. (Joanne Paternoster, Airport World Magazine, 2012)

Airport around the world are developing and growing at a rapid rate to keep

up with the increasing demand of passenger numbers along with their expectations.

Customers nowadays are demanding and have a higher expectation than before;

airport should increase their commitment to improve their service standard because

the number of passenger are increasing and people travel more frequently than ever

before.

2.1 Customer service

12
 According to (Kamarudin, 2015), Many airports introduce customer service

ambassadors to offer assistance to passengers. They will operate the help desk and

welcome centres and sometime will be equipped with tablets to access real time

information. Ambassadors will usually serve as primary contact for passengers with

strong multi language proficiencies.

Excellent customer service is the heart of the sustainability and survival of

every airport worldwide. Excellent customer service is defined as the synergy

created when an airports ability to exceed its customers needs and expectations

consistently matches the customers perception that their needs and expectations

are well met. In managing the customer service, airport management must identify

the target groups to better understand the key elements that have the greatest

impact on meeting the expectations and needs. Traditionally, the airports customers

were defined as airlines and passengers as customers of the airlines (Kamarudin,

2015).

Passengers behaviour and expectations of the airport experience depend

highly on the type of traveller demographic characteristics (i.e. gender, age group,

income, the composition of the group), purpose of trip (i.e. leisure, business) and

their circumstances (Fodness & Murray, 2005). In general, the passengers can be

divided into different group arriving, departing and transfer with different

expectation and needs in the way they will be using the airport services and facilities

and will also influence the behaviour of individuals while in the commercial area

(Jung, 2011).

13
 To manage customer expectations we must firstly know who our customers

are and get to know them. Understanding the demographics of key segments will

allow focus to improving the customer experience. This is important because not all

passengers think the same way or experience the airport the same way e.g. a

business passenger versus a leisure passenger. Leisure passengers may accept

longer waits in queues than business passengers for example but they still expect

an efficient and reasonable process all of the time. Due to the complexities of

various passenger profiles, it is important to find common ground with regard to

expectations and focus on getting this right. To optimise the passenger experience

we must identify what matters most to passengers and focus efforts on improving

that. The key is to find a consistent balance and maintain this constantly.

Several customer service benchmarking programmes have been established

to systematically measure the customer satisfaction of the airport. The

benchmarking programme will measure the actual airport performance against

desirable standard of customer service. All these programmes will provide key data

points to the airport management so they can further understand the strengths and

weaknesses of airport facilities and services and to identify the areas of

improvement. In a way, it will provide the airport management the mechanism to

monitor and manage all other service providers at the airport such as those engaged

in gate management, baggage handling, concessions, parking, and security

checkpoints (Kamarudin, 2015).

The transformation of airport customer service began in the late 1990s, where

passengers have raised the bar of their expectations on airports services and

14
facilities, courtesy of airport staff, security clearance, availability of baggage carts,

cleanliness of washrooms, clear signposting and comfortable waiting areas

(Kamarudin, 2015).

2.2 CUSTOMER SATISFACTION

According to a research done by J.D. Power and Associates (2010), the areas

with greatest impact on overall passengers satisfactions are related to their

expectations of basic needs such as prompt baggage delivery, airport comfort and

ease of navigating the airport. By all means, the only way to gain more passenger

satisfaction is to ensure that they experience a smooth journey - starting from how to

access the airport, going through the security check, until they board into the aircraft.

The ground experience for a passenger before boarding an aircraft can be describe

in a few distinct segments as depicted below:

Satisfaction is often measured as the gap between expectations to a product

or, in the case of airports, a service, and how the actual performance of the service

15
corresponds to these expectations. That is, satisfaction is an evaluation of a service

and is associated with to what extent a consumer likes or dislikes a service (Baker &

Crompton, 2000; Bosque & Martn, 2008; Truong & Foster, 2006; Zeithaml et al.,

2009; Parasuraman et al., 1985). This is in accordance with Bosque & Martn (2008,

p. 553) who define satisfaction as the consumers response to the congruence

between performance and comparison standard. As services are to some extent

produced by consumers and often consumed together with other people, it is

relevant to consider co-producers as a relevant factor influencing satisfaction of a

service. Both co-consumers (other passengers) and service providers behavior

(handling agents, airlines, airport authorities, concessionaries), emotions,

involvement and friendliness affect the experience of the consumer in question and

satisfaction can, moreover, be influenced by family and friends who tell about past

experiences and events (Gothenburg, 2009).

According to Popovic et al. (2010) they stated that measurement of customer

satisfaction is an important strategic development instrument in any company and

industry, necessary effort is needed to build a performance indicator for customer

satisfaction in a rapidly changing environment (Eklof & Westlund, 1998; Walsh,

1999). Since customer needs are changing over time, airports should be able to

adjust to these changes by delivering services that customers require. Wiredja

(2010) recommended companies use a set of dynamic performance measures that

provide flexibility to adjust the measures depending on their needs, adding or

replacing measures as the company evolves.

16
 Popovic et al. (2010) classified an airport processing domains in the

departure terminal into: (i) check-in, (ii) immigration (iii) security screening, and (iv)

boarding, while the processing domains in the arrival terminal consist of (i)

disembarkation, (ii) immigration, (iii) baggage claim, and (iv) customs and

quarantine. While queuing and processing activities remain important to the

experience, what passengers do when they are not being processed is also

important.

According to kopalle and lehmann, satisfaction and service quality are often

treated together as function of a customers perception and expectation. Customer

satisfaction is determined by defining customer perceptions of quality, expectations,

and preference.

Customer satisfaction simply means that the expectations of the customers

are met. According to (Roesler, 2014),The passenger experience is complex from

access and parking to check-in, security, retail, toilets, way finding and gates it only

takes one bad experience to ruin all customer satisfaction efforts. We must adapt

with demand and always look ahead. Innovation, exceptional customer service and

by staying ahead of the game the best airports make sure they are constantly

evolving and try to anticipate what the passenger experience will look like in 10-15

years

According to (Al-Refaie, Nour Bata et.al, 2014) they stated that satisfaction is

an overall effective response to a perceived discrepancy between prior expectation

17
and a perceived performance upon consumption. Increasing the customer

satisfaction leads to improved profits, lower marketing expenditures, and a positive

word of mouth communication.

Passenger satisfaction with service quality is an important aspect that the

airports management must consider to produce competitiveness, increased income

and sustainable growth. In current competitive environment, the high quality service

and resulting increased consumer satisfaction create an important advantage of

increased loyalty and positive word of mouth. It is generally believed that higher

satisfaction with services can significantly boost customer loyalty and lead to

repeated purchases (Dolnicar, Grabler, Grn, & Kulnig, 2011). Thus customer

satisfaction does have a positive outcome on companys profitability.

According to (Park, Robertson & Wu, 2004; Chen, 2008), they stated that

Passenger satisfaction with services arises when an organization can provide its

customers with benefits that surpass their original expectations, and this is perceived

as value-added. Airport terminal experience is will have a special experience and

massive impact to passengers, as they have a variety of choices of services to

select from for example, duty free or regular shopping, prayer rooms, numerous

eateries, museums, club-rooms, information and transfer desks, smoking areas,

security, airline offices, support for passengers with disabilities, restrooms,

walkways, gates, all types of transportation and parking areas. The services may

meet the needs of the passengers partly, completely or exceedingly. Therefore, it is

expected that airport administrations are continuously seeking for new services,

developments and innovations to differentiate themselves from the competing

18
airports. There is a variety of options to expand services, and doing that better serve

existing, but attract more passengers. Airport services, like conference facilities, spa

centres, sleep-boxes, exhibitions or even casinos can be presently found in variety

of its areas. Present-day business traveller with the need to organize a corporate

meeting may prefer to choose an airport offering a comprehensive package of a

conference business centre, hotel rooms and eateries. Having exceptional

experience could even make the passenger to pick a particular airport among the

rest for the leisure purposes or even as a preferred point for a transfer in future. On

contrary, in case the passenger is not satisfied with the time spent at a particular

airport, let us say due to lack of choice or quality of services, the passenger may

possibly reconsider his decision to arrive there in favour of another airport with better

suitable profile. Airport passenger satisfaction has been studied by many

researchers around the world for decades. Studies related to the service quality and

customer satisfaction in the given field have been growing an interest for the

previous ten years. Some researchers have assumed that the measurement of

consumer satisfaction should be used in combination with the assessment of

necessity level of services and its perceived value. This is due to the chance; the

latter might come out to be more accurate predicator of returning intentions (loyalty)

than quality and satisfaction.

2.3 CUSTOMER VALUE

19
 According to Kanten and Yaliolu, (2012) at this point, in recent years

researchers emphasize the concept of "value", which represents the difference

between "benefits" and "cost of benefit" provided to the customer, other than the

service quality which is associated with "what is presented" and "how it is presented"

to customers. Accordingly, the customer perceives the value of services rendered,

just as he/she perceived the quality of service offered by the business. The

"customer value" created as a result of this perception, should be considered as the

fundamental basis of a long-term sustainable marketing relationship. Creating a

customer value; in other words, offering more value to the customer, compared to

rival companies, is related to the organizational capabilities.

Customer value is a strategic weapon in attracting and retaining customers

and has become one of the most significant factors in the success of both

manufacturing businesses and service providers.

The primary service providers in airport management are the airport

operators, airline companies, ground handling firms and employees. At same time,

all these player serves to create one common gaol; customer value enhancement.

Customers cannot be satisfied with service encounters unless they feel

secure in their lives. Service firms must be aware of security issues for the protection

of both their employees and customers. In fact, individuals typically avoid

involvement in situations that can harm their physical wellbeing (Gupta, Venkaiah,

2015).

20
 Wang and Ji, (2010) researched customer needs based on Kanos model.

They emphasise that customer needs have become a primary concern for

companies which compete in the global market and that companies put their effort

into meeting customer needs or requirements and achieving customer satisfaction to

remain competitive in the market.

2.4 SERVICE INNOVATION

Today, competitions among companies are becoming tight along with the

economic globalization and technology improvements. Innovation is the successful

discoveries of new ideas this meaning applies to all business in the economy and

is equally relevant to service innovation.

GAO Report (2013) states that Development at the airport refers to existing

infrastructure already in place and the actions of airport operators to enhance the

viability of their airport by focusing on commercial activities to increase airports

aeronautical and non-aeronautical revenue.

Innovation in international airport can be achieved in three areas: new

business models, advanced customers experiential service, and new technologies.

Especially they provide services that focus on the experience customers are having.

Innovation is particularly important for both airport and airlines services, as one of

the key features of successful experiences is considered to be continuous renewal

21
or refreshment of the experience to keep exceeding customer expectations.

Competition between international airports around the world is a common driver for

innovation as them try to stay ahead of or keep up with their competitors. Most of

them monitored their direct competitors actions and performance, oftenusing

benchmark studies. Airports need to innovate. In addition to the process and content

of service innovation, three areas relevant to service innovation: business model

innovation, new technologies, and advanced experiential service. Service innovation

can be achieved in three areas.

Business models involve a complete or substantial change in the way in

which revenues and profits are earned. This is often accompanied by innovations in

organizational arrangements in order to accommodate the changes in the business

model. But for airport, business models is as a response to the challenges imposed

by intercontinental carriers from emerging regions, or as an indispensable

realignment of resources after consolidation.

2.5 SERVICE QUALITY

Airport service quality was categorized into convenience, check-in time,

serviceableness, kindness of employees, visibility of information, and security as a

conceptual system to contribute to the activation of quality control (Chen, 2015). In

order to have a positive feedback and to satisfy the passengers, it is important to

offer or provide them the best services according to the passengers needs and

22
safety inside the airport so that the passengers would feel that they are being

valued. Those kinds of service quality will lead to customers satisfaction.

According to Zeithaml, Service quality is often conceptualized as the

comparison of service expectations with actual performance perception. It says

here that, passengers have a certain expectation towards the service quality and

performances at the airport. According to Ndoh and ashford, Overall airport service

experienced by customers can be classified into passenger and freight disposition,

waiting place, mobile facility within airport, auxiliary facility, and accessible traffic

equipment as in order to evaluate airport service

According to (Al-Refaie, Nour Bata et.al, 2014), they mentioned that Service

quality is the passengers overall impression of the relative superiority or inferiority of

the organization and its services. Delivering a high service quality has been

recognized as the most efficient way of ensuring that a companys offerings are

uniquely positioned in a market filled with other competitors

According to Popovic, kraal, and kirk (2010), Passenger experience is

categorised into two broad categories: (i) processing activities and (ii) discretionary

activities. Processing activities are those that should be completed by a passenger

in sequence upon arrival at the airport, which consist of check-in, security screening,

immigration, and boarding; while discretionary activities are optional and unordered

activities based on passengers freedom of choice. Gupta and Venkaiah (2015),

states that most travellers want short wait times, easy navigation through the airport

and their baggage to arrive quickly.Strong customer focus is a competitive

23
advantage in the air travel industry, and because airports are the gateway to air

travel, they can have a large impact on improving the customer experience, helping

to increase non-aeronautical revenue.

24
 CHAPTER 3

RESEARCH METHODS AND PROCEDURES

In this chapter, the information about the research and approach research will

be described and it will discussed about the validity and reliability to get quality

standard of the research. The purpose of this chapter is to present the research

design and methodology used in the conduct of the study, the sampling design and

the instrument used in gathering data.

Research design

This study will utilize the descriptive method- survey and interview in order to

achieve the purpose of the study which is to determine and assess the service

innovation impact to customer value enhancement of Clark international airport. It is

descriptive in a sense that the data obtained were analysed and described.

The research is also a quantitative research. According to Williams (2007)

quantitative research involves data collection that is typically numeric and the

researcher tends to use mathematical models as the methodology of data analysis.

Research locale

The researchers will be conducting the study where the airport was based in

Andres Bonifacio Avenue, Clark Special Economic Zone, Clark Field, Mabalacat

City, Clark Freeport Zone, Mabalacat, 2023 Pampanga.

25
 Population of the study

In this research, the respondents will be the passengers of the airport both

international and domestic who are hanging around the airport and those

Passengers who have free time and not in rush.

Sampling design

The respondents used in the study are the passengers of Clark International

Airport who are travelling to different destinations. The researchers randomly chose

the respondents that they will use for the study.

This sampling method is a non-probability sampling technique where are

subject are selected because of their convenient, accessibility, and proximity to the

researcher to immediately get their reactions to a certain issue. (Bermudo, et.al,

2010) (As cited in Ortiz, San Joaquin, Sinang, et.al, 2016)

Data Collection Method

The researchers sent a letter to the officer in charge of the ground operations

in Clark International Airport asking permission to conduct a study.

Upon approval, the researchers distribute the survey questionnaire at the

respondents convenience and interviewed some of the respondents and also the

officer in charge of the ground operations at the airport.

26
 The researchers also made an online survey questions due to lack of

respondent upon arriving at the airport. The online survey questionnaires was sent

through Facebook and email to people who already been a passenger of the airport.

Checking, scoring, tallying and computing response results were done to

substantiate the present study that is being conducted.

Instrumentation

In collecting information and data, the researchers will use the following

instruments:

1. Personal Data Sheet. This includes the respondents demographic profile such as

age, gender, nationality and purpose of travel

2. Survey Questionnaire. The researchers used the survey questionnaire as a

measuring instrument in gathering and collecting data for the study. The researchers

made a self-made test which was validated by 3 professors and pre tested by 10

respondents.

3. Online Survey. The researchers made an online survey questionnaire that was

similar to the printed survey questionnaire. The researchers sent the online survey

questionnaires to the people who already experienced the services of the airport,

and they are mostly OFWs through Facebook and E-mail.

27
Statistical Treatment of Data

The following are the formula used in the statistical treatment of data.

According to (Ortiz, San Joaquin, Sinang, et.al, 2016), Percentage is used to

determine the magnitude of the responses to the questionnaire. This was used

particularly in the demographic profile. Percentages are used to compare things and

also used in ratios. The Percentage Formula is given as,

P = x 100

Where: f = number of responses

n = total number of respondents

P = percentage equivalent

According to (Ortiz, San Joaquin, Sinang, et.al, 2016), Weighted Mean- is used to

determine the degree of satisfaction and the assessment of the respondents on the

subject. The formula for weighted mean is:

wm =

Where: fi= frequency

xi= weight

n= number of respondents

wm = weighted mean

28
 The researchers will be using the likert scale to assess the variables stated in

the questionnaire; Likert scale is a psychometric response scale primarily used in

questionnaires to obtain participants preferences or degree of agreement with a

statement or set of statements. Respondents are asked to indicate their level of

agreement with a given statement by way of an ordinal scale.

Rating Scale Interpretation

4 3.26-4 Very satisfied (VS)

3 2.51-3.25 Satisfied (S)

2 1.76-2.5 Slightly Satisfied (SS)

1 1-1.75 Not Satisfied (NS)

29
 CHAPTER 4

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

This chapter presents the findings, analysis and interpretation of the gathered

data. They are discussed according to the sequence, following the order of problems

in Chapter I.

1. Demographic Profile of the Respondents

Figure 1.1

Frequency and Percentage Distribution of Respondents According to Age

Out of the 80 respondents, majority of them belong to the age bracket 18-24

that got the highest percentage which is 38.8 % while the lowest percentage belong

to the age bracket of 17 and below that got 6.2 %.

30
 Majority of the respondents are ages 18-24. People at this age are fond of

travelling to different places. They want to explore and discover beautiful places that

can satisfy their needs and wants see and experience places that are not their

comfort zone. Most of the people that belongs to this age brackets are adventurous

and risk takers.

Figure 1.2

Frequency and Percentage Distribution of Respondents According to Gender

As to the gender, the majority of the respondents are female that got 73.8%

while the male only got 26.3%.

According to (CENSUS, 2015) the majority of the population as of year 2015

are female. Women are more willing to travel to beautiful places than men because

31
they are more interested to post photographs on social medias and make blogs

about different places.

Figure 1.3

Frequency and Percentage Distribution of Respondents According to

Nationality

As to the nationality of the respondents, majority of them are Filipino that got

90% and the remaining 10% are

Majority of the respondents are Filipinos because there are few international

tourists roaming around the airport. Most of the respondents who answered the

online survey questionnaires OFWs.

32
 Figure 1.4

Frequency and Percentage Distribution of Respondents According to Reason

for Travel

As for the reasons for travel, majority of the reason is because of leisure

purposes that got 36.4% while the least reason was business and medical purposes

which both got 2.55%.

Majority of the reason why people travel is because of leisure purposes. Most

people want time for leisure because they want to relax and enjoy their extra time to

discover beautiful and peaceful places. Followed by this reason was the reason of

visiting friends or relatives. This reason can be associated with leisure because

while visiting friends and relatives you can also relax and enjoy their company, they

will also take you to different places. The least reason is business and medical

purposes, (please add something)

33
2. The service of Clark international airport

Table 2.1

Assessment on customer service of Clark international airport

Customer service 4 3 2 1 WM V RAN

K
F % F % F % F % I

1.Information and 2 28. 4 60 9 11. 0 0 3.1 S 2

service center
3 7 8 3 7
2. Availability of 1 20 4 57. 1 17. 4 5 2.9 S 5
assistance for
disabled 6 6 5 4 5 2
3. Courtesy and 2 33. 4 55 9 11. 0 0 3.2 S 1
friendliness of staff
7 8 4 3 2
4. Availability or 2 26. 5 63. 8 10 0 0 3.1 S 3
reliability of staff
1 3 1 7 6
5. Airport 1 21. 4 56. 1 20 2 2. 2.9 S 4
entertainment
(newsstands, smoking 7 3 5 3 6 5 6
area, kids lounge,
food stands)
OVERALL MEAN FOR 3.0 S
CUSTOMER SERVICE:
9

Table 2.1 having an overall mean of 3.09 which is interpreted as satisfied,

shows that the passengers of Clark international airport are satisfied with their

customer service and the courtesy and friendliness of staff got the highest mean of

3.22 satisfactions while the least is the availability of assistance for disabled who got

the mean of 2.92.

34
 According to (Kamarudin, 2015), Passengers expectation on airport staff is

related to the ability to provide reliable and accurate services and the willingness to

help customers and provide services with quick responses. Assurance indicates that

staff with professional knowledge of services and behave kindly and courteously is

likely to win the customers trust and confidence. Helpful and efficient front liners

have become the most important aspect for passengers satisfaction

According to (Gothenburg 2009), as services are to some extent produced by

consumers and often consumed together with other people, it is relevant to consider

co-producers as a relevant factor influencing satisfaction of a service. Both co-

consumers (other passengers) and service providers behavior (handling agents,

airlines, airport authorities, concessionaries), emotions, involvement and friendliness

affect the experience of the consumer in question and satisfaction can, moreover, be

influenced by family and friends who tell about past experiences and events.

Table 2.2

Assessment on baggage handling of Clark international airport

Baggage handling 4 3 2 1 WM V RAN

K
F % F % F % F % I

1. Baggage handling 1 21. 5 63. 1 15 0 0 3.0 S 5

procedure is smooth
and efficient 7 3 1 7 2 6
2. Baggage handling 2 27. 4 57. 1 15 0 0 3.1 S 4
is easy and
convenient 2 5 6 5 2 2

35
3. Taking care of the 2 31. 5 62. 4 5 1 1. 3.2 S 1
baggage (There are no
damages when you 5 3 0 5 3 3
claim your baggage)
4. Baggage tag/tickets 2 30 4 57. 9 11. 1 1. 3.1 S 3
are given
appropriately(e.g. 5 6 5 3 3 6
Fragile baggage tags)
5. The baggage can be 2 32. 4 58. 7 8.8 0 0 3.2 S 2
claimed to the proper
locations in the 6 5 7 8 3
airport.
OVERALL MEAN FOR 3.1 S
BAGGAGE
HANDLING: 6

Having an overall mean of 3.16 which is interpreted as satisfied, table 2.2

shows that the passengers of Clark international airport are satisfied with their

baggage handling procedures and question no.3 got the highest rank which is taking

care of the baggage (There are no damages when you claim your baggage), and

question no.1 got the lowest rank which is baggage handling procedure is smooth

and efficient.

The baggages of the passengers are well taken care of, has appropriate

tag/tickets, and the procedure was efficient and convenient. The overall baggage

handling of Clark International Airport is adequate enough that it satisfies the

passengers.

According to a research done by J.D. Power and Associates (2010), the areas

with greatest impact on overall passengers satisfactions are related to their

expectations of basic needs such as prompt baggage delivery.

36
 Table 2.3

Assessment on check-in of Clark international airport

Check-in 4 3 2 1 WM V RAN

F % F % F % F % I K

1. Check-in 2 32. 4 51. 1 16. 0 0 3.1 S 1

procedures are
smooth and efficient 6 5 1 2 3 3 6
2. Check-in process 2 31. 4 55 1 12. 1 1. 3.1 S 2
is easy and
convenient. 5 3 4 0 5 3 6
3. The queue length 1 22. 4 57. 1 18. 1 1. 3.0 S 5
and waiting time is
not time consuming 8 5 6 5 5 5 3 1
4. There are proper 1 23. 4 55 1 21. 0 0 3.0 S 4
signages that will
guide the passengers 9 8 4 7 3 2
throughout the
check-in process.
5. Check in process 2 28. 4 50 1 21. 0 0 3.0 S 3
are well organized
3 7 0 7 3 7
OVERALL MEAN 3.0 S
FOR CHECK-IN:
8

Table 2.3 having an overall mean of 3.08 which is interpreted as satisfied,

shows that the passengers of Clark international airport are satisfied with their

check-in services and the variable that got the highest rank is question no. 1 which is

37
the check-in procedures are smooth and efficient, and the question no. 3 which is

the queue length and waiting time is not time consuming got the lowest rank.

The check in procedure of the Clark International Airport is smooth and

efficient that it satisfies the passengers. The airports check in procedure is not time

consuming, has proper signages that will guide the passengers through the check in

process, it is well organized and it also has a approachable staff that the passengers

can talk to if they have any concerns in their check in.

Table 2.4

Assessment on technology of Clark international airport

Technology 4 3 2 1 W VI RAN

F % F % F % F % M K

1. Flight 2 38. 4 53. 1 16. 1 1.3 3.1 S 1

information
screens, speaker, 3 7 3 8 3 3
ATM and other
technologies are
available within
the ground
operations
2. Technologies 1 18. 4 57. 1 22. 1 1.3 2.9 S 2
used for
operations are 5 8 6 5 8 5
efficient (Fast and
reliable, no
technical
problems)
3. Technologies 1 20 4 51. 1 20 7 8.8 2.8 S 3
used in airport
operations are 6 1 2 6
advance

38
4. The Wi- 9 11. 3 38. 2 30 1 20 2.4 S 5
Fi/Internet
connection is fast 3 1 8 4 6 S
5. There are 1 22. 2 36. 2 30 9 11. 2.7 S 4
available charging
stations within the 8 5 9 3 4 3
ground operations

Having an overall mean of 2.78 the technology of Clark International Airport

was interpreted as Satisfied. The passengers were truly satisfied that flight

information screens, speaker, ATM and other technologies are available within the

ground operations and it got the highest mean which is 3.1 and the passengers are

slightly satisfied at the airports Wi-Fi/Internet connection and it only got a mean of

2.4.

The technologies available at Clark International Airport makes the truly helps

the passengers. The information screens and speakers keep the customers updated

about the flight informations. The availability of ATMs and charging stations are a

huge help to all passengers. Wi-Fi is also present at the airport, although most

passengers are not that satisfied because of the slow connection, it still helps to

entertain the passengers while they are waiting.

Way-finding is one of the important elements for the passenger in the terminal

building. Availability and efficiency of the Flight Information Display System (FIDS)

and signage will certainly addressing the passengers expectation on easily

navigating through the terminal zones.

39
 Table 2.5

Assessment on security of Clark international airport

Security 4 3 2 1 WM V RAN

F % F % F % F % I K

1. Security personnel 2 35 4 51. 1 12. 1 1. 3.2 S 4

are helpful and
courteous 8 1 2 0 5 3
2. The waiting time 1 20 4 58. 1 18. 2 2. 2.9 S 5
for security
measurement 6 7 8 5 8 5
procedures does not
exceed 10 minutes.
3. You feel secure 2 33. 4 56. 7 8.8 1 1. 3.2 S 2
after a thorough
screening. 7 8 5 3 3 2
4. There are no 2 33. 4 58. 5 6.3 1 1. 3.2 S 1
suspicious objects
that are being 7 8 7 8 3 5
entered to the airport
after passing the
security check
(bullet, illegal drugs,
and knife. Etc.)
5. The airports 2 25 5 66. 7 8.8 0 0 3.1 S 3
security
measurements are 0 3 3 6
tight.

Having an overall mean of 3.15 the security in Clark International Airport was

interpreted that the passengers were satisfied. The table shows that the passengers

are feeling secured and believed that there are no suspicious objects that are being

40
entered to the airport after passing the security check; this got the highest mean

which is 3.25 and lowest was the waiting time for security measurement procedures

that got a mean of 2.9.

Clark International Airports security is tight that it makes the customer feel at

ease. The airport security personnels are courteous and friendly that it makes the

passenger more comfortable. According to the passengers there are also no

suspicious or forbidden objects that are being entered at the airport.

Large numbers of people pass through airports every day, therefore airport

security serves to prevent any threats or potentially dangerous situations from

arising or entering the country. Passengers expectations of airport security are

related to waiting time required for security check, the professionalism of the security

staff and the ability of the security process to make them feel safe.

Customers cannot be satisfied with service encounters unless they feel

secure in their lives. Service firms must be aware of security issues for the protection

of both their employees and customers. In fact, individuals typically avoid

involvement in situations that can harm their physical wellbeing (Gupta, Venkaiah,

2015).

Table 2.6

Overall assessment on the variables of Clark international airport

Variables WM VI RANK

41
1. Customer service 3.09 S 3
2. Baggage handling 3.16 S 1
3. Check-in 3.08 S 4
4. Technology 2.79 S 5
5. Security 3.16 S 2

By all means, the passengers are satisfied with Clark International Airports

customer service, baggage handling, check-in, technology and security. The airports

ground operations are adequate.

Airport terminal experience is will have a special experience and massive

impact to passengers, as they have a variety of choices of services to select from

for example, duty free or regular shopping, prayer rooms, numerous eateries,

museums, club-rooms, information and transfer desks, smoking areas, security,

airline offices, support for passengers with disabilities, restrooms, walkways, gates,

all types of transportation and parking areas. The services may meet the needs of

the passengers partly, completely or exceedingly. Therefore, it is expected that

airport administrations are continuously seeking for new services, developments and

innovations to differentiate themselves from the competing airports. There is a

variety of options to expand services, and doing that better serve existing, but attract

more passengers (Park, Robertson & Wu, 2004; Chen, 2008).

42
3. The problems in their services and facilities.

Problems FREQEUNC PERCENTAG

Y E
1. Lack of passenger entertainment 40 54.1

2. Unavailability of assistance for 22 29.7

passengers, PWDs

3. Damaged baggage 15 20.3

4. The baggage has been sent to the wrong 8 10.8

destination

5. Long queues of waiting for check-in 25 33.8

6. Unfriendly check-in staff 14 18.9

7. Slow internet access 48 64.9

8. Speaker and flight information screen 10 13.5

malfunction

9. There are taboo thing that are being 7 9.5

43
brought inside the airport even after security
check

10. Others 4 5.4

The number one problem that the passengers encountered in Clark

International Airport was slow internet access with the percentage of 64.9% followed

by the lack of passenger entertainment that got 54.1%.

Majority of the passengers answered that the Clark International Airport is

lacking at passenger entertainment and it also has a slow internet access. These

two problems can be associated with each other because nowadays people are

easily entertained when the internet is present within the vicinity. Because of the

continuous improvement in technology, most of the things that we do are connected

to the internet.

44
 CHAPTER 5

SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS

This chapter shows the summary of the findings, conclusions and

recommendations based on the results that the researchers have gathered on the

study about the Service Innovation Impact to Customer Value Enhancement of Clark

International Airport

Summary of Findings

The following results are presented based on the Statement of the Problem.

1. For the age of the total respondents, 31 or 38.8% of the respondents belong

to the age bracket 18-24, 18 or the 22.5% belong to the age bracket 39 and

above, 17 or 21.3% belong to the age bracket 32-38, 9 or the 11.2% belong to

the age bracket 25-31 and the remaining 5 or 6.2% respondents belong to the

17 and below age bracket.

45
 For the gender of the total respondents, 59 or the 73.8 % are female

and the remaining 21 or 23.6% are male.

For the nationality of the total respondents, 72 or 90% of them are

Filipinos, the remaining 8 or 10% are foreigners.

For the reasons for travel of the respondents, the 29 or 36.4% travel

because of leisure purposes, the 28 or 35.1% travel to visit their friends or

relatives, 10 or 13% travel because of education purposes, 8 or 10.4% of

them has other reason for their travel, and the remaining 4 or 5.1% travel for

education and medical purposes.

2. In terms of services, the survey showed that the passengers of Clark

international airport are satisfied mostly on baggage handling and security

next is the customer service and check-in, and technology that got the lowest

rank.

3. With regards to the passengers perception towards the services of Clark

International Airport, the survey showed that the passengers are satisfied with

the airports services such as customer service, baggage handling, check-in,

technology and security.

4. For the other problems that the passengers might encounter, 52 or 64.9%

respondents answered that they experienced slow internet access at the

airport, 43 or 54.1% answered also that the airport is lacking at passenger

entertainment, 27 or 33.8% experiences long queues of waiting for check-in,

24 or 29.7 % says that their the assistance for PWDs are unavailable, 16 or

20.3% experienced damaged baggage, 15 or 18.9% answered that there are

46
 unfriendly check-in staff, 9 or 10.8% experienced that their baggage was sent

to the wrong destination, 8 or 9.5% says that there are taboo things that are

being brought inside the airport even after the security check and 4 or 5.4%

encountered other problems at the airport.

Conclusion

1. Majority of the respondents are age are ranging from 18-24, females were also

dominant. Most of the respondents are Filipinos and the number one reason for

their travel is because of leisure purposes.

2. With regards to the services of Clark International Airport for the customer

service of the airport, the passengers are mostly satisfied with the

courteousness and friendliness of staff that it ranked number one among the

other components of customer service. For the baggage handling, passengers

are satisfied that their baggage was well taken care of. For the check-in, it was

proved to be smooth and efficient by the respondents. For the technology at

the airport, the passengers are satisfied that there Flight information screens,

speaker, ATM and other technologies are available. For the security,

respondents are satisfied that there are no suspicious objects that are being

entered to the airport after passing the security check.

3. Based on the results, it showed that the other possible problems that

passengers encounter at the airportare slow internet access and lack of

passenger entertainment. This agrees to the study of Wang and Ji, (2010) that

they emphasized that customer needs have become a primary concern for

47
 companies which compete in the global market and that companies put their

effort into meeting customer needs or requirements and achieving customer

satisfaction to remain competitive in the market.

4. The results proved the study of J.D. Power and Associates (2010) that the

areas with greatest impact on overall passengers satisfactions are related to

their expectations of basic needs such as prompt baggage delivery, airport

comfort and ease of navigating the airport.

Recommendations

For the customer service, Clark International Airport should provide more

wheel chairs and ramps for PWDs and they should also assign staffs who

can help the PWDs

For baggage handling, Clark International Airport could offer baggage delivery

to the passengers. If the passenger will be staying in a place near to the area,

the airport could deliver it to the place so it will be less hassle for the

passenger.
Put up a self-check-in kiosk and bag drop for faster check and easier check-

in.
Increase the number of routers with high mbps. Put up multiple routers at

specific areas.
Put up charging stations at a specific area.
Airport Entertainment Innovation. Clark International Airport should put up a

lounge that has various entertainments in it like, televisions, comfortable

couch, news and magazine stands, and books.

Increase the number of food stalls.

48
 Improve the security facilities of the airport by adding more security personnel

and other security equipments such as metal detectors, x-ray machines and

others.

References

Clark airport customer review (2016), retrieved from

http://www.airlinequality.com/airport-reviews/clark-airport/

Clark airport-DMIA- facilities and services (2014), Retrieved November 2016, from
http://www.clarksubicmarketing.com/logistics_supply_chain/clark_airport_dmia_facilit
ies.htm

49
CIAC upgrades airport facilities (2015, January 19), Retrieved November 2016, from
http://www.philstar.com/business/2015/01/19/1414319/ciac-upgrades-airport-
facilities
Clark international airport corporation (2014), Retrieved November 2016, from
http://crk.clarkairport.com/about-crk
Clark international airport corporation (2014), Retrieved November 2016, from
http://crk.clarkairport.com/faqs

Appendixes

Survey questionnaires

SURVEY QUESTIONNAIRE

November 13, 2016

50
Dear Respondents,

Greetings!

We, the Tourism Management students of Far Eastern University Manila, are
currently conducting a research on SERVICE INNOVATION IMPACT TO
CUSTOMER VALUE ENHANCEMENT OF CLARK INTERNATIONAL AIRPORT In
connection to this, we would like to request for your most valued assistance to be
part of this study by answering this survey questionnaire. Your responses will be
treated with utmost confidentiality and shall be used solely for research purposes.
Thank you very much.

The Researchers

I. Demographic Profile of Respondents

Direction: Kindly check the appropriate answer.

1. Age
17 and below 32-38
18-24 39 and above
25-31

2. Gender
Male Female

3. Nationality
Filipino Canadian
American British
Chinese Korean
Japanese Others, please specify __________

4. Reason for Travel

Leisure Educational
Business Visiting Friends/relatives
Medical Purposes Others, please specify ____________

51
Kindly rate the following: (Check the appropriate answer 4-Very Satisfied, 3-
Satisfied, 2-Slightly Satisfied and 1-Not Satisfied)

1. How much are you familiar with the services of Clark International Airport?

CUSTOMER SERVICE 4 3 2 1
1. Information and service center
2. Availability of assistance for disabled
3. Courtesy and friendliness of staff
4. Availability or reliability of staff
5. Airport entertainment (newsstands, smoking area, kids lounge,
food stands)
BAGGAGE 4 3 2 1
HANDLING
1. Baggage handling procedure is very smooth and efficient

2. Baggage Handling process is very easy

3. Taking care of the baggage (There are no damages when you

claim your baggage)
4. Proper baggage tag/ticket (e.g. Fragile Baggage Tags, Cabin
Baggage Tags etc.)
5. The bag gets to the correct location in the airport.

CHECK-IN 4 3 2 1

1. Check-in procedure are very smooth and efficient

2. Check-in process is very easy.

3. Perception of waiting time or queue length (not very time

52
consuming)
4. Check-in staff attitude
5. Check in process are well organized (have a proper line)

TECHNOLOG 4 3 2 1
Y

1. Technology availability (Flight information screens, speaker,

ATM)
2. Technology efficiency (Fast and reliable, no technical
problems)
3. Advance technology used in airport operation
4.Wi-Fi accessibility/Internet access
5. Charging stations

SECURITY 4 3 2 1
1. Security staff are helpful and courteous
2. Waiting time on security measurement does not exceed 10
minutes.
3. You feel secure after a thorough screening.
4. There are no suspicious things that are being entered to the
airport after passing the security check (bullet, illegal drugs, and
knife. Etc.)
5. The airports security measurements are tight.

Instructions: Please check the corresponding box if you experience the

particular problem at Clark international airport.

2. Possible problems that passengers might encounter at the airport.

Lack of passenger entertainment

Unavailability of assistance for passengers, PWDs

Damaged baggage

53
 The baggage has been sent to the wrong destination

Long queues of waiting for check-in

Unfriendly check-in staff

Slow internet access

Speaker and flight information screen malfunction

There are taboo thing that are being brought inside the airport
even after security check

Others please specify________________________________

Literature matrix

TITLE AUTHOR/S YEAR PURPOSE

1. Factor Analysis of Sergejs Paramonovs, 2015 The aim of the paper is to
Passengers Satisfaction at and Ksenija Ijevleva determine complex factors
RIGA International influencing passengers
Airport satisfaction at RIGA
International Airport (Latvia).
2. Managing Customer Ruzliana Fazila 2015 The purpose of this paper is
Expectation for Passenger Kamarudin to further discuss the
Service at Airport conceptual model of
managing customer

54
 expectation of the airport
experience from the
passengers perspective.
3. The impact of service Ying-Yuh, Huang and 2011 The purpose of this study is
quality and service Kittiya Kaewmee we investigated how
innovation on technology individual dimensions of
acceptance model airport ground service quality
and service innovation
impact on modified
technology acceptance
model (TAM).
4. Examining Factors that Abbas Al-Refaie, Nour April 02, This paper aims at
Affect Passengers Overall Bata, Diana Eteiwi, and 2014 investigating the effects of
Satisfaction and Loyalty: Issam Jalham service quality, satisfaction
Evidence from Jordan with the service recovery,
Airport value, image, and price on
passengers overall
satisfaction and loyalty.
5. Improving passenger Bengu Sevil Oflac and 2014 In this study, the process and
satisfaction at airports: Isik Ozge Yumurtaci the antecedents of baggage
analysis for shortening access are examined by
baggage access time. taking service providers into
consideration. Triangulation
approach is followed in order
to reveal the hidden reasons
for long baggage access
times. With this aim, a focus
group study, observations
and in-depth interviews are
conducted. In light of the
findings, managerial
implications and
recommendation for further
research are provided.
6. Airport Passengers: Rajiv Gupta and September, The study finds that
Their Needs and VunnamVenkaiah 2014 psychological needs of
Satisfaction security are most important
to an air traveller and that
there is overall satisfaction of
his need at RGIA
7. Managing Customer Kym Roesler December Explain the concept
Expectations for Passenger 2014 of managing
Service at Airports customer
expectation in the
context of passenger
service; and
Illustrate the concept
with examples and

55

8. A CRITICAL ANALYSIS
OF THE PASSENGERS Jyoti Agarwal
SATISFACTION FROM THE
SERVICE QUALITY OF THE
KING ABDULAZIZ
INTERNATIONAL AIRPORT
JEDDAH, SAUDI ARABIA
9. Assessing Customer
Service in Airports Arif, Phillip A. Richardson
Models from the UAE
10. ROLE OF INNOVATION
IN CREATING CUSTOMER
VALUE IN HOTEL
ESTABLISHMENTS: A
STUDY ON MANAGERS
11. Services innovation
impact to customer
satisfaction and customer
value enhancement in
airport
12. factors influencing the
airport customer
experience: a case study of
Auckland international
airports customer
13. The Impact of Airport
Service Quality Dimension
on Overall Airport
Experience and Impression
Zaid Ahmad Ansari and
2015
Aman Gupt, Mohammed
2014
Selahattin kanten and
Murat Yaslioglu
James K.C. Chen, Amrita
Batchuluun, Javkhuu
Batnasan
Erwin Losekoot
Redha Widarsyah
56
how it makes the
difference for the
success of an airport
business
August 8, The main aim of this
study was to
investigate the
satisfaction of
passengers from
service quality of
King Abdulaziz
International Airport
Jeddah.
JUNE 01, This study analysed
various aspects of
the customer service
programs and
models that have
been adopted across
the globe.
2012 The purpose of the
study is to examine
the role of innovation
in services,
processes and
managerial practices
on customer value
creation in hospitality
establishments.
2015 This research paper
aims to create an
evaluation model for
service innovation
impact, customer
satisfaction and
customer value
enhancement in an
airport.
2015 The aim of this study
was to investigate
the factors
influencing the
airports customer
experience.
May 01, This research
2013 examines the
relationship between
seven airport service

14. The Importance of
Managing Customer
Service, Safety Quality and
Benchmarking of Airports
and Airlines to Enhance the
Performance and Customer
Loyalty
15. A STUDY ON SERVICE
QUALITY AND PASSENGER
SATISFACTION ON INDIAN
AIRLINE
16. Airport Service Quality,
Satisfaction and Loyalty
Membership
dimensions
(Access, Services
and Facilities,
Dining, Shopping,
Service Personnel
and Security,
Environment, and
Immigration and
Customs) and overall
passenger
perceptions of
service quality.
Ngaveena Davahran and 2014 Customer service,
Dr. Rashad Yazdanifard safety quality and
benchmarking are all
important aspect that
airports and airlines
should take into
account. There are
several importance,
drawbacks and ways
to manage each of
these components.
R.ARCHANA and February This study examines
DR.M.V.SUBH 2012 the underlying forces
of service quality
influences on
passengers
satisfaction in aircraft
transport. The study
examines which
dimensions have a
positive influence on
service quality and
which dimensions
have the most and
least important
impact on service
quality in
international air
travel, as perceived
by airline passengers
Hildur Bjrg June 02, The main purpose of
Bringsdttir 2010 this study is to
investigate the
feasibility of airports
introducing their own
airport loyalty
program in small
57

17. PASSENGERS'
PERCEPTIONS OF
AIRPORT SERVICE
QUALITY: AN
EXPLORATORY STUD
18. The Impact of Tourism
Service Quality on
Satisfaction
19. Passengers Jung-Sook Yang, Jin-
Expectations of Airport
Service Quality: A Case
Study of Jeju International
Airport
international airports
as well as measuring
satisfaction of
chosen service
attributes.
Jagoda, Balasuriya
KHAIRUNNISAK LATIFF 2015 The purpose of this
and NG. SIEW IMM study is to examine
the relationship
between tourism
service quality with
overall satisfaction,
intention to revisit
and willingness to
recommend to
relatives and friends.
2015 This study aims to
Woo Park, Yu-Jin Choi identify the difference
between the level of
expectation and
satisfaction of airport
users.

STD MATRIX

Statement of the Research design sampling Data gathering Measurement

problem/purpose
1. what are the Descriptive- Convenience Survey Method
services of Clark Quantitative sampling
international airport
4. 2. The passengers Descriptive- Convenience Survey Method
perception towards Quantitative sampling

58
 the services in Clark
international airport in
terms of Baggage
handling, customer
service, check-in
services and
technology.

5. 3. Identify the Descriptive- Convenience Survey Method

problems in their Quantitative sampling
services and facilities.

59
60
61
62
63
64
65
66
67
68
69
70
71
72