SELF-SERVICE CHECK-IN: UNDERSTANDING AIR TRAVELLERS � LEVEL OF SATISFACTION

Abstract

Self-service technologies (SSTs) are increasingly changing the way customers interact with firms to create service outcomes. Given that the emphasis in the academic literature has focused almost exclusively on the interpersonal dynamics of service encounters, there is much to be learned about the current level of customer satisfaction with technology-based self-service delivery options. One of the major industries that have rapidly adopted SSTs is none other than the Air Transport Industry. As the air transport industry continues to expand, airlines and airports have increasingly begun to computerise processes, such as check-in process, in order to provide air travellers with fast and convenient service.

This paper will focus on the topic of self-service check-in and has set 3 main objectives. They are: 1) to understand air travellers’ satisfaction level, 2) to establish key factors that air travellers’ look out for and 3) to examine a relationship between the profile of air travellers and their satisfaction level. A customer satisfaction survey was then conducted at Changi Airport Terminal 4 on a 10-point Likert scale, involving self-service check-in process of an Airline A. There were a total of 387 respondents who were profiled according to their age, familiarity, purpose of travel, and travelling with in order to examine each of their satisfaction level in-depth.

Two industry experts were consulted in order to better understand the survey key findings. It was found that although the overall satisfaction level of air travellers are high, the level of satisfaction varies accordingly depending on the profile of the air travellers. Convenience was cited by the air travellers as the top reason for choosing self-service check-in. The study recommends that self-service check-in should have more personalised features and be designed to accommodate all profiles of air travellers. The limitation of the study is that air travellers who have responded could have a generally more positive attitude toward SSTs than the general population, given that they are choosing to fly with an airline that has fully automated its check-in process.