The Effect of Retail Mix on Passengers’ Motivation to Shop at Airport Terminal Outlets

Abstract

Retailing represents one of the commercial activities contributing to the non-aeronautical source of revenue to most airport operators. In this research, Kuala Lumpur International Airport 2 or better known as KLIA2 represents the focus of the study. KLIA2 is built to cater to low-cost carriers and the airport is built on the concept of ‘a mall in the airport'. There are two commercial areas designated for passengers to shop: gateway@KLIA2 and terminal outlets. These create more choices for passengers to shop and at the same time increase competition among the retailers. Focusing on the terminal outlets, this study aims to examine the influence of airport retail mix elements on passengers’ motivation to shop. The factors examined were the location of the outlets, promotion, personnel, atmosphere of the outlets, product mix and price. The study utilized survey method and questionnaire was designed to gather data from departing passengers for both domestic and international sectors. The self-administered questionnaires generated a total of 307 usable responses. Data were analyzed using SPSS. The result of multiple regression analysis showed that the key airport retail mix element which motivates passengers to shop is the location of the outlet, followed by promotion and product mix. Recommended strategies for airport retailing were highlighted

The Determinants of Passengers’ Consumption Motivation at High-Speed Rail Stations

“…The selected criteria in each dimension are described as follows. The variety of products offered by the shops in the HSR station [12,43,50,51] Product quality (C 5 )…”

“…The service quality of the service staff in the stores in HSR stations and whether the quality is high or low [11,12,51,55,57] Service convenience (C 11 )…”

“…Stores should be located in the most accessible part for passengers according to the level of turnover. If a store is located in a corner or a passageway that is used less frequently, it will reduce the consumption motivation of passengers [12,14]. In transportation facilities such as airports, the provision of a wider range of retail and catering options has also proven to be an important factor in increasing passenger satisfaction and airport service quality [60].…”

“…Exploring rail passengers' consumption behavior at HSR stations is an important means to provide services based on user perceptions and expectations [8]. There is an abundance of studies on commercial facilities and consumer behavior at airports [9][10][11][12][13][14][15], but there are few that explore passengers' consumption behavior at HSR stations, despite it being an important research issue. This study aims to fill this gap on the consumption motivations of passengers at HSR stations.…”

“…Previous studies on passengers' consumption behavior in transportation facilities have mostly used statistical regression analysis [12,13,15,16], Pearson correlation test [9], or modified grey correlation analysis [10]. However, as consumption motivations are affected by various qualitative or quantitative factors, multiple-attribute decision making (MADM) models are increasingly being used [17].…”