Research Projects

Update to ACRP Report 157: Improving the Airport Customer Experience In Reserve

Airports strive to improve customer service to meet evolving customer service needs as they shift away from viewing airlines as their primary customers and view passengers as customers and guests of the Airport. The objective of this Problem Statement is to develop an update to the 2016 ACRP Report 157: Improving the Airport Customer Experience to address the needs of commercial airport customers and tenants, and General Aviation users among the key topics. In coordination with the approach to research listed in this Problem Statement, the following topics discussed in the ACRP Report 157 could be updated and expanded upon:

• Customer service needs and expectations by customer type

• Customer experience management approaches and customer service programs

• Improving the customer experience via workforce training and tenant and contractor coordination

• New and innovative technologies to improve the customer experience

Background (Describe the current situation or problem in the industry, and how your idea would address it.)

Providing quality airport customer service is a constantly-evolving airport goal nationally and internationally as new technologies from other industries and innovations in the airport industry are introduced. An airport customer's experience is influenced at many touch points, from remotely visiting an airport's website prior to a trip, traveling to and from the airport, and at the airport itself. Yet, airports often have limited influence on many of these touchpoints as they connect people and goods at a regional, national, and international level. Recently, the ACRP completed a research project that documents notable and emerging practices in airport customer service management. ACRP Report 157: Improving the Airport Customer Experience in 2016 offers comprehensive guidance to help airports address many topics related to improving and maintaining customer experience. However, since users' expectations continue to evolve, and new technologies and social issues continue to emerge, an update and broadened scope is needed.

Approach (Describe in general terms the steps you think are needed to achieve the objective.)

Inventory
airport
demographic trends
and online sources of customer experience data
since the latest
ACRP Report 157 to assess whether changes have occurred since the ACRP Report 157.
2.
Address the following questions: (1) H
ow can the airport industry expand its customer data
information?
( i.e. airlines)
(2) Are there customers that the airport industry has not identified?
3.
Update
the ACRP Report 157 technology trends and emerging technologies
that
impact
airport
customer experience. Identify both airport industry and other industry best practices for incorporating
emerging technologies to benefit airport customer service.
4.
Identify core customer service touchpoints (remote, to and from, and at the airport), respons
ibilities,
and the fundamentals of the customer experience.
Focus not only on technology-
savvy
customers, but
also more traditional non-
technologically
-savvy customer
who are more reliant on face-
to-face contact
with employees of the airport operators and tenants.
5.
Update
recommendations for questions such as: (1) How does an airport meet the needs of its
customers? (2) How does an airport prioritize these needs? (3) How much does it cost?
6.
Develop techniques to tackle real time negative customer experiences
and utilize case studies from
airports that have recently experienced negative press due to a negative event that affected the airport
customer experience.
7.
Provide best practices and/or recommendations for
monitoring and measuring performance of an
airp
ort's ability to meet customer service needs.
8.
Author final
report.

Cost Estimate and Backup (Provide a cost estimate and support for how you arrived at the estimate.)

This project update to the ACRP 157 Report would involve
a 12-
to 15
-month research program, with the estimated
level of funding being $
250
,000. This funding would primarily be used to fund
one or two researchers to gather and
analyze the data based on a literature review and collection of on
-line data sources, develop recommended
techniques, and author a final report.

Related Research - List related ACRP and other industry research; describe gaps (see link to Research Roadmaps above), and describe how your idea would address these gaps. This is a critical element of a synthesis topic submission.

ACRP Synthesis 84:
Transportation Network Companies: Challenges and Opportunities for Airport
Operators
: http://www.trb.org/main/blurbs/176493.aspx
( August 28, 2017
)
2.
ACRP Report 157: Improving the Airport Customer E
xperience:
http://www.trb.org/main/blurbs/174127.aspx
(July 27, 2017)
3.
ACRP Impacts on Practice: Improving Customer Experience at Airport Restroom Facilities:
http://www.trb.org/main/blurbs/175363.aspx
(November 23, 2016)
4.
ACRP Report 161: Guidelines for Improving Airport Services for International Customers
:
http://www.trb.org/Publications/Blurbs/175168.aspx
(2016)
5.
ACRP Report 136: Implementing Integrated Self

Service at Airports
:
http://www.trb.org/Publications/Blurbs/1728
84.aspx
(2015)
6.
ACRP Report 109: Improving Terminal Design to Increase Revenue Generation Related to Customer
Satisfaction: http://www.trb.org/main/blurbs/170867.aspx
(June 6, 2014)
7.
ACRP Report 55
: Passenger Level of Service and Spatial Planning for Airport Terminals:
http://www.trb.org/Publications/Blurbs/166098.aspx
( 2011)
8.
Ackomann, James. (Oct. 25, 2016). "Transforming the passe
nger experience". Airport Business, ACI Asia
-
Pacific Airports magazine, Issue 3, 2016. Aviation Media. Retrieved from: https://issuu.com/asia
-
pacificairportsmagazine/docs/apa3
-2016
9.
Ali, F., Kim, W. G., & Ryu, K. (2016). The effect of physical
environment on passenger delight and
satisfaction: Moderating effect of national identity. Tourism Management, 57,
213
-224.
10.
Berry, L. L. (2000). Cultivating service brand equity. Journal of the Academy of marketing Science, 28(1),
128-
137.
11.
Bhattacharya,
C. B., & Sen, S. (2003). Consumer
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understanding consumers' relationships with companies. Journal of Marketing, 67(2),
76-
88.
12.
Bowden, J. L. H. (2009). The process of customer engagement: A conceptual framework. Jour
nal of
Marketing Theory and Practice, 17(1),
63-
74.
13.
Chung, Yi
-Shih, Wu, Cheng-
Lung, Chiang, Wan-
Erh. (2013). Air passengers' shopping motivation and
information seeking behavior. Journal of Air Transport Management. Volume 27, March 2013, Pages
25-
28.
14.
Crotts, J. C., & Erdmann, R. (2000). Does national culture influence consumers' evaluation of travel services?
A test of Hofstede's model of cross
-cultural differences. Managing Service Quality: An International Journal,
10(6),
410-
419.
15.
Donthu, N., & Yoo, B
. (1998). Cultural influences on service quality expectations. Journal of service
research, 1(2),
178-
186.
16.
Fodness, D., & Murray, B. (2007). Passengers' expectations of airport service quality. Journal of
Services Marketing, 21(7),
492-
506.
17.
Harter, J.
K., Schmidt, F. L., & Hayes, T. L. (2002). Business
-unit
-level relationship between employee
satisfaction, employee engagement, and business outcomes: a meta-
analysis. Journal of applied
psychology,
87(2), 268.
18.
Kramer, L. S., Bothner, A., & Spiro, M. (2013). How Airports Measure Customer Service Performance
(Vol. 48). Transportation Research
Board.
19.
Michael N. and Beeton S. (2007). "Exploring the cultural transferability of western-
derived tourist
motivation theories in Arabic culture: A preliminary di
scussion", Presented at CAUTHE 2007, Sydney,
Australia.
20.
Schneider, B., Macey, W. H., Barbera, K. M., & Martin, N. (2009). Driving customer satisfaction and
financial success through employee engagement. People and Strategy, 32(2),
22.

Annotations
Idea No. 117