Airports Council International (ACI) World last week published a research report exploring how culture can influence how passengers assess their experience of airport customer service and facilities.
The paper entitled ‘The influence of culture on perceptions of the airport customer experience’ has been produced to support airport managers as they develop and tailor their customer experience management programmes to better meet the needs of the many passengers that airports serve.
The objective of this research report was to determine whether cultural differences influence the overall satisfaction levels of airport passengers and, if so, to understand the ways in which airports might respond in providing an improved customer experience.
The report includes guidance in the form of recommendations for airport management on the ways in which service can be adjusted to ensure that cultural differences are taken into consideration.
“Culture can be a key influence on human behaviour and this study seeks to examine its measurable influence on the passenger assessment of the airport experience,” said Dimitri Coll, Associate Director, Airport Service Quality (ASQ) at ACI World. “It is important that operators consider that cultural differences can play a significant role in how passengers experience the service and facilities provided at their airport, so they can tailor their customer experience programmes accordingly.
“This report utilizes the work of Gerard Hofstede, widely regarded as the most eminent academic in social psychology, and his cultural analysis forms the platform for this study.”
The paper has been published as part of ACI’s ASQ programme which continues to provide the research tools and guidance to better understand passengers’ views and what they want from an airport’s products and services.
In this fast-changing landscape, ASQ is the key to understanding how to increase passenger satisfaction and improve business performance.