Passenger Bias in Airport Service Quality on Evaluation: An Analysis of eWOM Data

Qudaih, Rasem (2023) Passenger Bias in Airport Service Quality on Evaluation: An Analysis of eWOM Data. Doctoral thesis, University of East Anglia.

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Abstract

Airports play a pivotal role in the aviation industry, serving as critical hubs that connect travellers worldwide. This multiplier effect is manifested in economies and regional development. Understanding passenger satisfaction is crucial for airports to enhance operations and experiences. This thesis investigates the complex factors influencing airport service quality evaluations, focusing on passenger bias and economic status and how these are manifested in a period of disruption, as in the case of the recent Covid-19 pandemic. The thesis aims to understand how service quality is manifested beyond the tangible aspects of the service encounter based on three studies focused on customer satisfaction.

The first study examines domestic passenger bias. Contrary to expectations, the analysis reveals that domestic passengers demonstrate balanced assessments, rating domestic and foreign airports similarly. However, passengers from developing countries show higher airport service satisfaction, except regarding amenities like food. The second study explores cultural influences on passenger reviews using Hofstede's framework. Individualism, Power Distance, and Indulgence dimensions significantly impact airport service perceptions. Passengers from individualistic cultures have lower domestic airport satisfaction, while those with high Uncertainty Avoidance show a domestic bias. High Indulgence is associated with greater non-domestic airport satisfaction. The third study evaluates the Covid-19 pandemic's moderating effect. While the pandemic itself does not directly influence satisfaction, it interacts with service aspects like queuing times and cleanliness, which have become more crucial. Passengers from developed countries displayed lower satisfaction, potentially due to unmet expectations amidst disruptions. Only Power Distance among Hofstede dimensions was affected, with a negative association emerging post-pandemic.

This thesis contributes to understanding the multifaceted determinants of passenger satisfaction both from a theoretical and a practical viewpoint. From a research perspective, it expands the theoretical discourse on consumer ethnocentrism by evidencing a more balanced assessment among domestic passengers, contradicting common notions of inherent favouritism. Additionally, it goes on enriching cross-cultural service marketing literature by spotlighting how Hofstede’s cultural dimensions intersect with passenger inclinations. The third study also further adapts Expectation Disconfirmation Theory to airport crises, demonstrating its viability in decoding satisfaction shifts while revealing the complexity of confirmation dynamics, showcasing that temporal influences are important when applying this theory. As regards to actionable implications, the thesis highlights the need to recognise passenger cultural diversity and adapt airport strategies accordingly, especially in the face of introducing new routes, services, and amenities to passengers. These insights on service quality perceptions provide valuable implications for enhancing passenger experiences worldwide especially in an era where competition for service provision at the airports is vital for their economic viability. Further research into crisis impacts and cultural nuances can enrich airport management practices.

Item Type:	Thesis (Doctoral)
Faculty \ School:	Faculty of Social Sciences > Norwich Business School
Depositing User:	Chris White
Date Deposited:	09 Dec 2024 13:28
Last Modified:	09 Dec 2024 13:28
URI:	https://ueaeprints.uea.ac.uk/id/eprint/97942
DOI:

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