Profiling airport travellers based on their perceptions, satisfaction and intention to recommend food and beverage services

Abstract

Consuming Food and Beverage is one of the most frequent non-aeronautical activities that passengers enjoy at airports and that significantly contributes to airport profitability. Despite this, there is still limited research aimed at analysing passengers’ consumption behaviour of F&B. With the aim to contribute to this somewhat under investigated research area, this study applies a factor-cluster analysis on a sample of 1,139 airport travellers. Results from factor analysis reveal four underlying dimensions of F&B perceptions (i.e. atmospherics, staff quality, value of money, product quality) and one dimension related to satisfaction and intention to recommend airport-based F&B services (i.e. “satisfaction and intention to recommend”). Cluster analysis applied to the scores of the five factors reveal that three clusters exist (i.e. “enthusiastics”, “neutrals” and “price sensitives”). Chi-squared analysis tests show that significant differences exist based on socio-demographics (i.e. age, education level, employment status), travel-related variables (i.e. frequency of travelling) and flight-related variables (i.e. flying and check-in modality). Contributions to the theory, managerial implications and limitations to the study are discussed, and suggestions for further research are made.