Design management

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INCREASING CUSTOMER EXPERIENCE IN AIRPORTS

WITH MOBILE APPLICATION

Programme : M.A Design Management

Module : Professional and Academic Skills (PAS) 1

Date of Submission : 10th January 2019

Word Count : 3277

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Table of Contents

ANNOTATED BIBLIOGRAPHY ..................................................................................... 3

Introduction ............................................................................................................................ 3

Mind Map ................................................................................................................................. 6

Thinking Process ................................................................................................................... 7

LITERATURE REVIEW ................................................................................................... 9

Direction .................................................................................................................................. 9

Overview of the research topic ......................................................................................... 13

Infographic ............................................................................................................................ 16

REFLECTIVE COMMENTARY ..................................................................................... 17

Reflection .............................................................................................................................. 17

Planning ................................................................................................................................ 19

List of Images & Tables ...................................................................................................... 21

List of References................................................................................................................ 22

Appendices ................................................................................................................... 27

Notes from class .................................................................................................................. 27

CV ........................................................................................................................................... 34

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ANNOTATED BIBLIOGRAPHY

Introduction

Humans took the first flight on December 17, 1903, when Wright brothers Orville and

Wilbur made history by flying the first airplane for 12 seconds covered 120 feet (37m)

(Renstrom, 2002). After a century of this first flight, the airline industry continued its

growth and became $885 billion worth industry now (IATA Industry Statistics - Fact

Sheet, 2018). According to IATA’s forecast 7.8 billion people will travel in airlines by

2036 (iata.org, 2018). This means the industry is expanding at a tremendous pace.

But despite all the market growth passengers are not satisfied with airlines services.

According to a survey conducted by IATA on airline passenger experience,

passengers are disappointed and not considering the airline travel as worth for the

money they are spending, and this survey points out that passengers are not satisfied

mainly at airports (IATA Global Passenger Survey, 2018). This paper is focusing on

increasing customer experience of passengers at airports using mobile applications

that can help them to easily navigate to each stage and access airport facilities easily.

A departure passenger needs to go through certain stages in an airport which includes

- check-in and baggage drop, immigration control, security and baggage checking,

enter the departure hall, proceed to gate and board the flight; for an arrival passenger

the process consists of – disembark from the flight, immigration clearance, security

check and baggage collection (Patel, 2018). For a passenger at the airport the goal

is to easily go through each stage quickly as possible and board the flight, but for an

airport, the goal is to handle each stage efficiently (Radaha, 2013, Cave et al., 2014).

Passengers normally use different types of visual elements like airport signages to

navigate in the airport, but in most cases, passengers navigate in the airport with other

passengers or airline staffs (Cave et al., 2014). Most of the flight disruptions happen

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due to passenger delays (Radaha, 2013). An airport needs to manage different types

of passengers daily – those who fly frequently, those who fly occasionally and those

who are traveling for the first time and for a passenger wayfinding is pointed out as

the most difficult tasks in the airport (Cave et al., 2014). It is also been noted that

passengers do not even use signage to navigate in the airport and in this scenario, a

mobile application capable of indoor navigation can be a useful option (Radaha, 2013,

Cave et al., 2014). This is because of the growing trend that apart from communication

people are more depending on their mobile phones for entertainment and navigational

purposes (Radaha, 2013). Also due to internet penetration, mobile phones are

becoming a standard device to access the internet and it is becoming a standard

accessory for all travelers (Wang et al., 2014).

To give better service to passenger's airports needs to increase capabilities and

infrastructure. They need to create different ways to increase their revenue for

development and innovation purposes (BATTAL and BAKIR, 2017). Passenger

volume is an important factor to increase revenue and to increase customer

attractiveness airports needs to provide good service and need to constantly innovate

(Tenge, 2015). According to surveys conducted by international agencies and Airport

Council International (ACI), increasing the Airport Service Quality (ASQ) is an

important parameter to increase customer experience at airports (Bezerra and

Gomes, 2015).

User Experience for digital products

User experience has multiple definitions and in the context of digital products, it is

associated with the improvement of digital products that people used which includes

websites, mobile applications, tablets, smartwatches and kiosks (Hole and Williams,

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2007). Currently, digital product success is mainly associated with its high-quality user

experience and because of this reason companies are currently marketing their

products as an experience not as products (Hole and Williams, 2007). User experience

mainly consists of three parts - perception of instrumental qualities, emotional user

reactions and perception of non-instrumental qualities; these factors combined to give

a final output of a product’s experience like overall judgment, the choice between

alternatives and usage behavior (Mahlke, 2007). In more detail, user experience

measure of a product can be done with factors like usefulness, ease of use, visual

aesthetic, haptic quality and symbolic quality (Mahlke, 2007). To help a passenger in

an airport it is important to understand the human navigation process and how it is

working in each situation (Cave et al., 2014). There are mainly three points that are

associated with functions of navigation – current location, other places in the related

to the location and How to get there? (Maguire, E., 1998).

This essay is structured in five parts – Mind map of the problem statement, explanation

of the mind map – thinking process, literature review, reflective commentary and the

plan to improve professional and academic skills.

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Mind Map

Figure 1:Mind Map for Airport

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Thinking Process

According to Hammond and Czaban (2016), airline passengers can be mainly divided

into business and leisure passengers and each category has a different set of airport

needs. Once passenger reached the airport, check-in desk is the first contact point for

the passenger unless the passenger not choose to check-in online, after that

passenger proceeds to baggage drop, immigration control, security check and enters

the departure hall after that passenger can use airport facilities like - restaurants, duty

free shops, coffee shops, etc or can proceed to the boarding gate to board the flight

(Radaha, 2013 and Paloma, 2017). The waiting time at each stage affect the

passenger’s overall airport experience; less waiting time makes passengers happier

(Paloma, 2017). In all stages of an airport, passengers have to make a decision quickly

in a short amount of time (Radaha, 2013). These all factors affect passenger’s overall

satisfaction level in airports. Passengers perception of overall quality is based on the

satisfaction with each preceding stage in the services (Brady and Cronin, 2001, Falk,

Hammerschmidt and Schepers, 2009). So, it is important to give passengers a well-

connected experience at each stage of the airport to increase their overall satisfaction

level. The passenger increase in each year and developments in the air transport

industry is pushing airports around the world to distinguishing themselves in the

market for customer attraction and retention (Pabedinskaitė and Akstinaitė, 2013).

Currently, airports are also becoming a deciding factor to choose a travel destination.

According to a survey conducted by Airports Council International, airline passengers

currently have more options to choose an airport (Pabedinskaitė and Akstinaitė, 2013).

According to Oum, Yu and Fu (2003), airlines also likes to operate to those airports

which are efficient and by doing so airlines can reduce the operating cost and in turn,

they can increase the quality of passenger services.

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To help passengers to easily go through each process a smartphone mobile

application can be used which can help passengers to navigate indoor through each

stage and provide information about the airport’s facilities and maps (Radaha, 2013).

The mobile app can help passengers to get through stages by navigating to the exact

location, once reached the departure hall passengers can search for airport facilities

like retail outlets, restaurants, stores, leisure activities, business centers, silence

zones, hotels and after that proceed to the assigned boarding gate to board the flight.

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LITERATURE REVIEW

Direction

Major airports around the world are investing heavily in signs and wayfinding systems

to guide passengers in airports but the study shows that passengers still have difficulty

in reaching the boarding gate on time (Cave et al., 2014). Usually, the passenger

needs to go through three stages at airports before reaching the departure hall, check-

in at the airport, baggage management and security check and these processes will

take an average of 1.5 to 3 hours and this is mainly because of long queues at each

stage (Patel, 2018). According to Cave et al., (2014) the airport stage can be divided

into two group – processing and discretionary and each consists of the following items,

1. Processing – also called legal and regulatory stage

a. Check-in

b. Security

c. Customs

d. Flight Boarding

2. Discretionary

a. Retail shopping

b. Dining

c. Leisure activities

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The main goal of a passenger in the airport is to navigate in the busy environment and

take the decision in a small amount of time and proceed to the boarding gate to board

the flight (Radaha, 2013). Human navigation is a complex process which is based on

cognition and physical ability, this involves the movement through an environment

using the perceived environmental elements and the with cognition to reach an

intended destination (Cave et al., 2014). Cognitive abilities are mainly associated with

the previous experience of the environment and the strategies used in the past to

navigate in the similar environment; while physical abilities are depended on the sense

which can vary from person to person (Cave et al., 2014). For example, some

passengers have an excellent vision while some have limited eyesight (Cave et al.,

2014). This means that it is a challenge to passengers in most of the cases to reach

the boarding gates on time. Delayed passengers can affect not only their flights but

also other flights and the airport (Cave et al., 2014). According to Wu (2005) most of

the flight disruptions are due to missing of check-in passengers at the terminal or

passengers who are late by the connection. Scandinavian Airlines reported 4% of flight

delays at Copenhagen Airport and this was mainly due to passengers who arrived at

the boarding gate late (Radaha, 2013).

Currently, airports are competing for each other to attract customers to increase

airports revenue (Pabedinskaitė and Akstinaitė, 2013). The below table shows

Europe’s five busiest airport’s revenue from 2008 to 2015 (BATTAL and BAKIR, 2017),

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Table 1:Europe’s five busiest airport’s revenue from 2008 to 2015

Airports /

Years Heathrow

Charles de

Gaulle Frankfurt

İstanbul

Atatürk Schiphol

(m £) (m £) (m £) (m £) (m £)

2008 1528 2428.8 2101.6 1088.3 1153

2009 1697 2512.7 1972.6 1232.2 1155

2010 1855 2482.9 2194.6 1418.4 1180

2011 1895 2587.7 2371.2 1887 1278

2012 2222 2736 2442 1773.5 1353

2013 2474 2858.8 2375.1 2062.9 1382

2014 2693 2891 2394.6 2532.9 1438

2015 2745 2917 2598.9 2967 1423

The above table shows the increasing revenue trend from 2008 to 2015. Due to these

increasing trend airports must prepare for the future. There is a development trend all

over the world is happening in the airport industry related to the infrastructure. Airports

in the 1980s mainly offered transport support for customers; in 1980-1990 airport

started offering retail outlets, restaurants, and customer services and from 2010

airports started to evolve as a diversified business center which includes leisure

activities, business parks and hotels (Kramer, 2010). One of the main factors

associated with customer retention and attraction is the good experience that they are

getting while traveling through the airport (Pabedinskaitė and Akstinaitė, 2013). Also,

from a revenue generation perspective, analyzing passenger behavior is an important

factor, which will help airports to target passengers to make them spend more in the

airport shopping facilities. It has been noted that transfer passengers are likely to

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spend more time in the airport (Rietveld and Brons, 2001. Cited in Park et al., 2018,

page 68). The amenities that required by transfer passengers are – convenience,

cleanliness, attractiveness, amusement, pleasantness, and functionality (Park et al.,

2018). Transfer passengers need to undergo a different process from the ordinary

departing passengers, and they are more likely to use the airport's amenities like duty-

free shops and restaurants (Yoon, 2012. Cited in Park et al., 2018, page 69). To

increase the revenues from airports facilities like duty-free shops and restaurants it is

important for airports to understand the emotional responses of both departures as

well as transfer passengers because it plays a crucial role in purchases (Park et al.,

2018). If the passenger is under stress then it will affect their purchasing behavior

(Cave et al., 2014).

In the current business scenario customer’s good experience is becoming an

important goal to companies and if the customer satisfaction increased this will

become the positive word of mouth communication or can create loyal customers

(Park, 2007, Lin and Sun, 2009). A loyal customer is those customers that mainly

purchase a firm’s products or services and do not want to switch to other company’s

products or services (Lin and Sun, 2009).

A mobile application can solve many obstacles that are facing by passengers currently

in the airport like difficulty in navigation and to reach the boarding gate on time (Cave

et al., 2014). Mobile technology is already popular in the travel industry and is now

becoming a standard travel gadget for a passenger and through mobile application

real-time updates can be sent easily to the user and applications are easy to update

and configure (Radaha, 2013). According to a study, smartphone user is the major

mobile subscribers and accounted for 50.4% of the total subscribers (Radaha, 2013).

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Overview of the research topic

This research is about how to provide a good experience to a passenger in an airport

with the help of a mobile application. According to Hammond and Czaban (2016) the

factors that influence a customer to select an airport are,

1. Convenience

a. Parking

b. Check-in options

c. Security

d. Transit connectivity

e. Layout Accessibility

2. Airport Amenities

a. Restaurant & Bars

b. Shops

c. Airline Lounge

d. Wi-Fi access

e. Computer counters

3. Travel reception of airports

a. Impression of airports

b. Customer service

All the above features need to provide to customers and a method needs to provide

to access these facilities with efficiency and easiness, this will help to increase

customer satisfaction (Patel, 2018). When a customer is booking a ticket or choosing

an airport, they are going through a nested decision phase in which combination of

factors are considered (Ndoh et al., 1990). According to Suzuki (2007), travelers use

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a two-stage process for trip evaluation - they first identify alternative options which are

acceptable to them and from these options screen the possible ones, then they select

their final choice. Currently, some category of air travelers first selects airports before

selecting the airline (Ishii et al., 2009).

Passengers are looking for good experience at airports while airports are mainly

concerned about the efficiency (Wu, 2005). One of the main factors affecting the

airports efficiency is the delay passengers which include passengers those cannot find

their way to the assigned boarding gate, lost within the airport facilities, forget the flight

time, unable to hear the gate change announcements through public address systems,

unable to read and understand signages, etc (Radaha, 2013). If a passenger is not

happy with an airport, then there is a chance that they consider other options in the

future and this can also happen to regular customers also. Many customers in a

business change or switch a company even if they are happy with the service offerings

(Keaveney, 1995). This scenario is called customer switching, which results in losing

a loyal customer and it’s is very costly for the companies to regain them back

(Reichheld and Teal, 2001; Zeithaml et al., 1996; Roos et al., 2004. Cited in Hammond

and Czaban, 2016, page 106). According to Hammond and Czaban (2016), there any

mainly two type of airport switching done by the traveler when choosing an airport –

Transactional switching and Systematic switching and each consists of the following

factors,

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a. Transactional switching - Customer select a different airport based on price and

itinerary.

b. Systematic switching – Customer purges the preferred airport over a new one

and even if they are loyal customers.

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Infographic

Figure 2:Airport stages (Cave et al., 2014)

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REFLECTIVE COMMENTARY

Reflection

Increasing airports efficiency and facilities with easy navigation can create a good

experience for passengers (Graham, 2013). According to Kramer (2010),

Pabedinskaitė et al. (2013), Hammond and Czaban (2016) and Han et al., (2018)

airports need to concentrate on the below factors for increasing customer experience,

 Airport service quality (ASQ).

 Strategies for customer retention of airports.

 Customer loyalty.

 Shopping at airports.

 Transformation of the airport from a place of travel to business hub.

According to Radaha (2013), an indoor mobile map application will help passengers

to have hassle-free airport navigation. This study didn’t discuss the user experience

aspects required for indoor navigation.

According to Keaveney (1995), there are many factors that customers are considering

when selecting an airport for the travel. But in this paper, there is no discussion

regarding the requirement for a mobile application than can help the passenger to

navigate in an airport. Also, there is a research gap in airport layouts, whether it’s

same across the industry or is there any standard layout for airports, so that the

passenger can easily navigate in all airports and the problem of unfamiliarity doesn’t

occur.

There are very limited papers available regarding the user experience standards that

is required for an airport navigation mobile app. From a user experience point of view,

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the factors required for designing a mobile app for indoor navigation is mainly based

on context and most of the features can be included based on the contextual

awareness properties of the smartphone (Google.co.uk, 2019). That is the mobile

application can detect the passenger position and give the instruction to proceed from

the current position to complete the tasks at the airport.

There can be a list of research questions can be derived from this literature review

like,

 How can the mobile application be compatible with all airports?

 Is this mobile app can handle multilanguage based on the passenger’s

nationality?

 Some of the countries cannot share data if it’s a third-party application, in that

case, what can be done to implement the app for that particular airport?

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Planning

A solid understanding of design management principles is required to secure a

management job in the design domain. For this purpose, a solid academic and

professional skills need to be developed. This section discusses the plan required to

improve those skills.

The author wants to focus career in user experience design industry. A user

experience designer requires - user research skill, problem analysis, team

collaboration, usability testing, wireframing, prototyping, interaction design, visual

communication and knowledge of best practices in the industry. As an experienced

UX designer, the author wants to change the career from a design practitioner to a

design manager. The author is currently pursuing M.A. Design Management from

Southampton University at Winchester School of Arts. The core and optional modules

in this course will help the author to achieve the career goals. The module Design

Management will help to develop different design management practices, cultural

origins of design and design research in different industries, Professional and

Academic Skills modules in semester 1 & 2 will help to develop the research skill which

is one of the main requirements to be a good designer. Through the Strategic Design

Management and Marketing module, the author can develop the marketing skills

required in the design industry. With the optional module Creative Thinking and

Problem Solving the author can develop a creative problem-solving skill set. Through

the dissertation in the second semester, the author is planning to focus on a specific

industry and conduct design research to solve a problem in that particular industry.

The author has experience in the enterprise as well as consumer-based applications

in business domains like travel, transportation, hospitality, oil & gas, and Fintech.

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These business domains are considered as the most challenging ones for design

because of its complexity. But working in this domain helped the author to gain

knowledge in problem-solving and analysis which is helping to easily understand the

academic modules. The author is working as a volunteer for the United Nations Online

Volunteer Program. This help to develop skills like analyze a problem in the society

and apply design thinking to give a solution; also, this will give basic understanding of

social entrepreneurship. The author is also planning to apply for graduate jobs scheme

and internship options at different digital design companies in the United Kingdom.

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List of Images & Tables

Figure 1- Mind map for Airport

Figure 2 (Infographic): Connected Traveler. Stages at airport from -

CAVE, A. R., BLACKLER, A. L., POPOVIC, V. AND KRAAL, B. J. (2014). Examining

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6 Jan. 2019].

Table 1: Europe’s five busiest airport’s revenue from 2008 to 2015 from - BATTAL,

U. AND BAKIR, M. (2017). The Current Situation and Change in Airport Revenues:

Research on The Europe’s Five Busiest Airports, International Journal of Academic

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https://www.researchgate.net/publication/322037374_The_Current_Situation_and_C

hange_in_Airport

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Appendices

Notes from class

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