Introduction to Changi Airport
Changi airport is one of the leading transportation hubs in Southeast Asia. The airport is located in Singapore and it provides services to the people of 380 cities in 90 countries. Changi airport has also been rated as the world’s best airport by Skytrax. It is one of the busiest airport in the world for cargo traffic and international passengers. The airport has three main passenger terminals with an annual handling capacity of 66 million passengers. As the airport handles international passengers, the terminals are well equipped with immigration processing facilities which are important for international travel. The airport safety group manages the security and safety of the passengers as well as the entire management. Indonesia is the largest market of Changi airport. The airport is also trying to mitigate the ageing infrastructure and upgrade it with new and high standard technologies (Bohl, 2014).
Changi airport undertakes various key functions related to airport management and operations, commercial activities, air hub development and air emergency services. The airport has 350 service and retail stores and 120 food and beverage outlets in transit and public areas. There are more than 200 agencies and partners who are engaged in various operating services at the airport to provide valuable and hassle-free service. The lounge at Changi airport has various facilities such as Wi-Fi, light refreshments, international reading materials, basic toiletries and shower facilities. The passengers are also provided with an exclusive offer in the airport. There are many cosmetics, beauty and perfumes stores within the airport and it helps the passengers to choose limited editions of different products. The passengers can also enjoy spa facilities in the airport terminal. The airport also has wine and spirits duty-free store, bar and many other facilities.
The five concepts of service marketing can be applied to Changi airport in the following ways:
Intangibility: Intangibility is one of the most important characteristics of service marketing. The services which are provided by Changi airport cannot be held or touched. Changi airport has built a strong reputation in the market by providing the customers with a wide variety of services. The intangible benefits which are provided to transit passengers are priceless. The intangible services which are provided by Changi airport can be displayed ahead of time. This will make the passengers aware of the services which are provided by the airport. There is a high amount of personal and financial risk which has to be borne by the customers. Changi airport is trying to renovate its old infrastructure and upgrade its terminal with the new facilities (Wang et al., 2014).
Key Functions of Changi Airport
Perishability: Changi airport provides various kinds of services which they promise to their customers. Passengers can avail various services which are available in Changi airport in case there is a delay in their flight. Changi airport provides services to various destinations and Indonesia is the largest market of the airport. Jakarta is one of the leading destinations for the passengers of Changi airport. Changi airport also delivers cargo services to different destinations. The customers get the products fresh and on time in their desired location. There is a special management team in the airport that looks after these cargo services. Customers can also redeem their coupons which are provided in the stores when they purchase any products from the airport terminal. There are different platform channels in the airport which helps the customers to provide desired feedback via e-mails and websites. Changi airport has the provision of real-time dashboards in which customers can post their queries and get them resolved. This platform is accompanied by various social platform tools (Wattanacharoensil, Schuckert & Graham, 2016).
Lack of Ownership: The experiences of the customers in Changi airport is included in the ownership services. The customers are provided with many opportunities in the airport and they get avail those services when they are waiting to travel or has arrived from other destinations. There is no such ownership in Changi airport but the customers claim the ownership because they have booked their tickets to different destinations. The customers have to pay an extra sum of money when they want to avail the various services which are available at the airport. Changi airport tries to provide good memories to the customers by providing quality service. The customers of Changi airport who travel to different destinations are attracted by the differentiated services which are provided to them (Phyoe, Lee & Zhong, 2016).
Heterogeneity: Changi airport provides unique services to the customers which are not provided by any other international airports. It has also received awards for its remarkable services which are provided to the customers. The passengers of Changi airport receive homely services in the airport. They can purchase any kind of beauty products, avail spa services, read any magazines or books of their choice. The customers can also buy wine or any other spirit from the stores within the airport. Though the demands and needs of the customers vary but Changi airport is successful in delivering quality services to the customers. It is preferred by most of the international tourist who is travelling to and from Singapore. Changi airport has developed its image and identity. It has targeted the upper and the middle-class families who can afford these exclusive services which are provided in the airport. Thus, this has helped Changi airport to develop a huge customer base (Fan & Lingblad, 2016).
Application of Service Marketing Concepts to Changi Airport
Simultaneous Production and Consumption: Changi airport provides service to 90 countries and 380 cities across the world. It is trying to improve its service and infrastructure so as to satisfy the customers. The customers can opt for various services such as spa, purchase cosmetics and perfumes from the stores. They can also look for luxury, organic and hottest products and thus pick up beauty items of their choice. The management and the employees of the airport try to resolve the queries of the customers and thus provide them quality services (Tang & Weaver 2014). The airport has three terminals and it helps the customers to save their valuable time. The management authority of Changi airport provides training to the employees so that they can assist their customers and help them to make their journey comfortable. There are also special team members who assist the aged and the handicapped persons in their journey. Moreover, proper communication with the employees, customers and the management team helps in improving and developing their service quality. It is also necessary to develop a proper organizational culture so as to improve the service quality (Castro & Lohmann, 2014).
Fig- Servicescape Model of Changi Airport
Source-Author’s Creation
Changi airport is the primary civilian airport for the people of Singapore. The airport is operated by Changi Airport Group. It is also the home base of Singapore Airlines. Servicescape model emphasises the physical surroundings in the airline industry and thus it influences the customers and the employees. It is used to refer such an environment where the delivery process takes place. Servicescape model is a major part of the value proposition. The value proposition of Changi airport depends on two important issues i.e. continuous innovation and service excellence. The information of the customers is collected through surveys, customer feedback process, staff input. As stated by Shen et al., (2015), Changi airport has developed an elaborate system for handling the compliments and complaints of the customers. This has created a reputation and high expectation among its customer base and thus jeopardizing the relationship because they do not want their customers to remain dissatisfied. The servicescape framework has three vital groups of physical evidence which are described below:
- Ambient conditions which include air quality, noise, temperature and odour
- Spatial layout and functionality i.e. furniture, equipment or building layout.
- Signs, symbols and artefacts
These three dimensions of the servicescape model have been successful in all other industries such as restaurants, airports, schools, hotels and much more (Moosa et al., 2015).
Physical Evidence
In Airlines sector there are three types of Servicescape, airport area, aeroplane exterior and airplane interior (Tang & Weaver, 2014). Servicescape is related to the idea of where seller and customer can interact with tangible commodities that can facilitate the performance of the service. Servicescape is mainly three types, ambience, spatial layout and signs, symbols artefacts.
Servicescape Model of Changi Airport
Airport area
Airport area in Changi airport can have check-in-counters, waiting rooms and lounge. Changi airport can use internal transport system and boarding passes facilities. Along with this, tickets and tags facilities are needed in this part.
Airplane interiors
In Changi airport, the airplanes can be decorated with care. The seats and decors of the airplane must be good and dressing and uniforms of the hostess and cabin crew must be presentable. The behaviour and culture of cabin crews should be good and the airplanes must offer foods and refreshment. Moreover, entertainment must be provided in form music, videos, games and beverages.
Airplane exterior:
The exterior of the airplane can be designed through exterior décor, logos and signs and colour scheme that attract the customers.
Changi airport must understand the idea of compatibility; the cabin crew can delineate on-flight safety instruction to the passengers in various languages. Moreover, they can give customized food choices and web checks through apps and internet. In giving the services, they can choose interior ambience and ticket-booking process and colour scheme inside the airplane. The promises of the airport in zero time delay in arriving and departure of flights. Changi airport can ensure that there should not be any delay at baggage claim area and ticket cancellation process.
Holistic Servicescape framework
Servicescape framework can have a holistic view of the service environment that emphasise influences of service environment on both employees and customers. The servicescape framework incorporates three environmental dimensions: ambient conditions, spatial layout and functionality and signs, symbols and artefacts.
Ambience
Ambient conditions have a direct contact with our five sense organs. These ambient conditions will affect the customers of Changi airport directly or indirectly. Changi airport must have noise proof glasses in the waiting room so that the sound of the flights during landing and takeoff do not disturb them. The effect of light and temperature can also lay impact on the customers. There must be proper arrangement of air conditioners so that customers do not get exhausted and tired while waiting for the flight. An ambient smell also pervades an environment. According to Dad, Davies & Rehman (2016), the management committee of Changi airport must take special care of the cleanliness inside the airport. They must see that the customers do not throw the wastes after having food or beverages in the waiting room. This effect may be consciously or subconsciously perceived by the customers though it is not related to any particular product. The airport committee in Changi airport uses varieties of sprays and perfumes so that the customers feel energetic and fresh when they are on board. There must be various measures taken to control air pollution. Changi airport also provides spa facilities to the customers so that customers can relax and enjoy their journey. There is also a provision of ambassador lounge in the airport where the passengers can charge their laptops and conduct small meetings when they are waiting in the airport. It has also been found that colour plays an important role in soothing the minds of the passengers. Changi airport displays various images and designs which forecast environmental concerns. As opined by Chevreux et al., (2014), the seating arrangement in Changi airport is also well planned and designed keeping in mind the comfort of the customers.
Spatial layout and Functionality
Spatial layout and framework include the environment, design and landscape of Changi airport. As opined by Lee, Ng, Lv & Taezoon, (2014), the equipment, layout, temperature, interior design of Changi airport is of very high quality. There is adequate space for each customer to relax and keep their luggage. The tables which are available in the cafes and stores are designed in a proper way. Customers can also watch television while waiting for the flights. There are also certain other provisions in the airport for relaxation and thus the customers enjoy and have a pleasant journey.
Impact of signs, symbols and articrafts
The various kinds of signs and symbols in Changi airport guide the customers throughout the entire process of service delivery. Customers can get their queries solved if there are proper signs and symbols in the airport. They will not seek any assistance from the management team if there is proper signage. The unclear symbols from servicescape will result in anxiety and uncertainty about how to obtain the desired service and proceed ahead with the services. The signs are used to reinforce the behavioural rules. Changi airport employs corporate design consultants so as to differentiate the appearance and interior decoration of the airport from its competitors. Changi airport also has specially designed dresses for their staffs and employees. Nevertheless, as pointed out by Kühn, Spies & Petzer (2015), the carpeting furnishing and lighting in the airport is designed in a very standard way so that they do not find a problem in their journey.
Response Moderators
People always respond to the environment and these are related o the emotion, cognitive and psychological effect in behaving an environment. Servicescape also affects the emotions and moods of the employees and the customers and this, in turn, affect their behaviour. Changi airport by its excellent service try to change the moods of the customers and thus create a relaxing environment for them. The moods of the customers affect their perception and thus, in turn, create responses for servicescape. Moderator responses are two types: personality traits and in using these, Changi Airport can use arousal seeking intentions and it has the ability to understand the environmental stimuli. Personality traits of the users can moderate the relationship between internal responses and perceived servicescape. Situational factors are related to the momentary mood, expectations, purposes and plans that can moderate the relationship between internal responses and perceived servicescape.
The passengers who are travelling to and from Changi airport have trust and faith in the airport authorities that they will get the desired help as and when required from the management team. This has helped in the business expansion of Changi airport and it has also won various awards from different committees. The airport has special provision for the handicapped and the disabled person (De Neufville, 2016). There are also special facilities and arrangement for the disabled persons and a special management team always looks after the concerns of the handicapped persons. Thus, this affects the psychological and mental state of the passengers of Changi airport.
Social interaction between the customers and the employees
The employees and the passenger’s perception to servicescape have led to physiological sensation, emotions, beliefs and thus it affects the behaviour. The employees of Changi airport always help the customers and solve their queries. Phyoe, Guo & Zhong (2015), suggested that the passengers also try to maintain a cordial relationship with the employees and management. Thus, this helps in maintaining proper relationship and harmony between the passengers and the employees. Moreover, there is no communication gap between the employees and the management. The passengers can interact with the employees and know about their services and facilities. They can also redeem their vouchers in the stores which are located within the Changi airport. The employees can guide the passengers in this aspect and thus provide them required help.
Affiliation
Changi airport also provides high service quality to the customers and thus they are happy with it. The customers can avail the services and thus they long to spend more time in the airport because of its attractive services and facilities. The passengers receive warm affiliation and hospitality from the employees of Changi airport. Changi airport also provides special assistance to the handicapped and the disabled persons. A special management team always assists the customers with their needs and queries and thus helps them to enjoy a comfortable journey.
Figure: Map of Changi Airport onto the servicescape model
(Source: Self-developed)
With a total investment of more than the US $3.8 million, Changi airport has developed as one of the centralized platforms to share various kinds of information with their groups and partners for delivering proper customer service. The management authority of the airport must take special care to provide solutions to the customers and thus enhance and transform the current service and standards. These customers facing solutions must be provided through social media channels or feedback management systems. There must be special provision for the customers to rate their satisfaction level by using various services which are provided by frontline staff or through touchscreen devices at the airport (Jaffer & Timbrell, 2014).
Many customers have also reported of the disjointed experience because there are different departments in Changi airport who takes care of varied services and they handle their own departments. As a result, the customers experience inconsistent and fragmented service. For example, there are certain departments who take care of ticket services and other facilities. These members will not get engaged to check the other services or queries of the customers. Thus, there is a huge gap between the different departments within the airport and this leads to customer dissatisfaction. Changi airport must create cross-sectional approach and this will help them in improving their service quality. The airport must adopt such a system where each department will be responsible for managing their own parts in the entire process to a cross-sectional approach. Moreover, each team must contain specialist who will be capable of representing the department or the stakeholders (Johnson, 2014).
The management committee can also help the customers by aggregating and collecting the information of the customer in a single app so that they provide efficient services to the international tourist. As Changi airport earns majority portion of the revenue from the international tourist, it is the duty of the management committee to take special care of its customers. They can also guide the customers to book independent lounges or get the money refunded for delayed or cancelled flights (Lim & Leong, 2016).
Changi airport must create such a system that incentivizes the delivery of an experience that is globally important. The quality management team must try to focus on the new ideas. The team members must have access to customer service data. Changi airport also needs to adopt the new ways to manage and measure the quality of service they provide to the customers. Changi airport must also design the airport in such a way so that it becomes easier for the customers to find their desired location and terminal easily. It will help the travellers for a smooth frill travel and thus provide them satisfaction (Bok, 2015).
Conclusion
Thus, it can be said that Changi Airport group is trying to expand its business by improving their customer service experiences. It has also introduced premium lounges for the customers to enjoy a comfortable journey. Changi airport by its excellent service try to change the moods of the customers and thus create a relaxing environment for them. The moods of the customers affect their perception. Changi airport also creates a cross-sectional approach and this will help them in improving their service quality. The airport must adopt such a system where each department will be responsible for managing their own parts in the entire process to a cross-sectional approach. The management authority of the airport must take special care to provide solutions to the customers and thus enhance and transform the current service and standards. The management authority of Changi airport provides training to the employees so that they can assist their customers and help them to make their journey comfortable. There are also special team members who assist the aged and the handicapped persons in their journey. As these industry is becoming extremely competitive, Changi airport must introduce more safety concerns so that it can compete with other top international airports.
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