Non-Aeronautical Services at Guangzhou Airport: A Multidimensional Analysis Based on Customer Experience
Zhang, Zongqiu (2025)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025050910131
https://urn.fi/URN:NBN:fi:amk-2025050910131
Tiivistelmä
With the rapid development of the global aviation industry, airports are gradually transforming from traditional transportation hubs to comprehensive service ecosystems, and aviation services and non-aeronautical services at airports form the airport service ecosystem, and the im-portance of non-aeronautical services in enhancing the competitiveness of airports and the passenger experience is becoming increasingly prominent. This study takes Guangzhou Baiyun Airport as the main research body and takes the passenger groups who conduct consumption experience in Baiyun Airport as the survey object to explore the performance of non-aeronautical services and customer experience in the airport from the perspective of customer experience.
This study adopts a mixed research method, with quantitative questionnaire survey method as the main method, qualitative observation and text analysis as the auxiliary method, combined with literature research and other ways of supplemental research and analysis, the introduction of SERVQUAL model concepts and the concept of Expectation Confirmation Theory (ECT) for the design of the questionnaire to identify the differences in the experience of the traveler group as the basis for the assessment of the multidimensional performance of non-aeronautical ser-vices and the output of the optimization of service recommendations as the direction of the results of the questionnaire survey were further investigated by means of reliability and validity tests on the three questionnaire objectives. The results of the questionnaire survey were further investigated by corresponding theoretical frameworks and target questions. Based on the results of the study, three major optimization suggestions for the customer experience of non-aeronautical services in airports based on customer journey mapping are proposed: optimization of balanced facilities, improvement of service efficiency, and innovation of cultural experience. Then the gains and limitations of the study are elaborated, expecting to further deepen the analysis of the diversified and personalized development of non-aeronautical services in Guangzhou airport in the future.
This study adopts a mixed research method, with quantitative questionnaire survey method as the main method, qualitative observation and text analysis as the auxiliary method, combined with literature research and other ways of supplemental research and analysis, the introduction of SERVQUAL model concepts and the concept of Expectation Confirmation Theory (ECT) for the design of the questionnaire to identify the differences in the experience of the traveler group as the basis for the assessment of the multidimensional performance of non-aeronautical ser-vices and the output of the optimization of service recommendations as the direction of the results of the questionnaire survey were further investigated by means of reliability and validity tests on the three questionnaire objectives. The results of the questionnaire survey were further investigated by corresponding theoretical frameworks and target questions. Based on the results of the study, three major optimization suggestions for the customer experience of non-aeronautical services in airports based on customer journey mapping are proposed: optimization of balanced facilities, improvement of service efficiency, and innovation of cultural experience. Then the gains and limitations of the study are elaborated, expecting to further deepen the analysis of the diversified and personalized development of non-aeronautical services in Guangzhou airport in the future.