The Impact of Service Orientation and Airport Service Quality on Passenger Satisfaction and Image: Evidence from Indonesia

Airport service quality and service orientation are important aspects of managing passenger satisfaction and airport image. The aim of this paper is to analyze the influence of service orientation and airport service quality on airport image through passenger satisfaction as an intervention variable. Methods: The survey was conducted on 356 passengers at the departure area and lounge. Samples were taken at five major airports in Indonesia, including Soekarno Hatta International Airport. To test the influence of exogenous variables on endogenous variables through intervening variables, a quantitative testing analysis test was carried out using the structural equation model partial least square (SEM-PLS). Result: The research results show that service orientation has a significant and positive effect on airport service quality, passenger satisfaction, and airport image. Moreover, service quality also has a positive effect on passenger satisfaction and the airport’s image. Empirically, passenger satisfaction has been proven to mediate the influence of service quality and service orientation on airport image. It has been proven that airport operators who focus on passengers through service orientation can increase passenger satisfaction and the airport’s image. Conclusions: Focusing on passengers’ needs while at the airport is an important aspect for airport operators who aim to manage their emotions, which encourages passengers to use paid services while in the waiting room. The use of this paid service will directly increase the airport’s aeronautical revenue. Future research needs to consider the influence of image on purchase intention and return to the airport.

机场服务质量与服务导向是旅客满意度管理及机场形象塑造的关键管理维度。本文旨在以旅客满意度作为中介变量（intervention variable），剖析服务导向与机场服务质量对机场形象的影响路径。
研究方法：本研究于印度尼西亚五大国际机场（含苏加诺-哈达国际机场，Soekarno Hatta International Airport）的出发大厅与休息室中，调研了356名旅客。为检验外生变量（exogenous variables）通过中介变量对内生变量（endogenous variables）的影响效应，本研究采用偏最小二乘结构方程模型（Structural Equation Model-Partial Least Square, SEM-PLS）开展定量分析。
研究结果：结果显示，服务导向对机场服务质量、旅客满意度及机场形象均具有显著正向影响；机场服务质量亦对旅客满意度与机场形象存在正向作用。实证层面证实，旅客满意度在服务质量与服务导向对机场形象的影响中发挥中介效应；同时证明，以旅客为中心、依托服务导向开展运营的机场运营方，能够有效提升旅客满意度与机场形象。
结论与未来展望：对于旨在管控旅客情绪的机场运营方而言，在机场场景中聚焦旅客需求是核心管理环节，此举可促使旅客在候机期间使用付费服务，进而直接提升机场的航空性业务收入。未来研究可进一步探讨机场形象对旅客购买意愿及复乘意愿的影响效应。