Report tracks security effect on airport customers

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In its latest report, California-based marketing information company JD Power and Associates has measured how increased airport security has made passengers more sensitive to "people skills" of staff and the availability of retail services

According to the JD Power Global Airport Satisfaction Study 2002 just released, overall passenger satisfaction at the 46 airports studied has increased. Meanwhile the perceived importance of interaction with staff and professionalism has also dramatically increased.

Although passenger satisfaction with the on-time performance of flights has improved to 74% compared to 66% in 2001, this gain in customer satisfaction is offset by increased waiting times and anxiety at security check areas. The number of passengers who are "pleased" with airport security dropped from 39% prior to September 11 2001, to 32%.

Senior director of travel services at JD Power and Associates Michael Taylor said, "Changes in security procedures have had a significant effect on passenger priorities and behaviour. As new security procedures have dramatically increased the interaction between passengers and staff, people skills have become increasingly important to passenger satisfaction."

"Because security procedures have increased waiting times at departure gates more passengers are looking for something to do such as shop, eat or drink," said Taylor.

The study, which measures passenger satisfaction at major airports worldwide, ranked Singapore Changi and Hong Kong highest for customer satisfaction among medium and large airports respectively (defined as handling 10m to 30m passengers per year and more than 30m).

"Hong Kong's sophisticated, multi-level airport design was complicated to construct but simplifies passenger flow," said Taylor. "It includes extensive shopping options beyond security checkpoints and attentive staff. Singapore emphasizes customer service training among its staff and devotes tremendous effort to keeping the facility updated and exceptionally clean."

In North America Las Vegas, Phoenix, Minneapolis, Detroit, Denver, Dallas-Fort Worth and San Francisco airports scored at or above industry average in the large airport category. In the medium airport group Tampa, Orlando, Pittsburgh, Portland, Washington Reagan, Vancouver, Salt Lake City, Fort Lauderdale San Diego, Philadelphia, San Jose and Toronto Lester Pearson were among the airports which performed at or above industry average scores. In Europe Amsterdam Schiphol was the highest-ranked airport in the study.

The study is based on responses from over 10,250 airport evaluations from consumers in more than a dozen countries. For further information log on to: www.jdpa.com

• See Duty-Free News International October 15 issue for a review of US airport retail and the security effects