Processing and non-processing domain activities and their relationship with brand experience and satisfaction at airports

This data describes the perceptions of airport users as they interacted with mandatory and optional activities. These perceptions were compared to the outcome of customer satisfaction and the mediator of airport brand experience.

The research hypotheses are that there are signifiant influences between the activities at airports and the outcomes of brand experience and satisfaction. The data shows that mandatory activities namely vehicle security screening, check in, immigration clearance and the aircraft boarding process have a significant influence satisfaction. On the other hand optional activities namely duty free shopping, food and beverage offerings, airport access and the quality of the airport facilities have a less significant influence on satisfaction with the airport services. The study hypothesised that brand experience of the airport was a significant mediator in the relationship between the two categories of airport activities. This relationship was found to be statistically significant. Indicating that brand experience when combined with processing and non-processing activities influences satisfaction.

The data was collected using paper based semi-structured questionnaires completed by randomly selected respondents located at two international airports in Kenya. Fieldwork was conducted over a period of approximately five months. Data was cleaned to remove incomplete and inconsistent responses. A total of 700 respondents were approached, with 652 accepting to participate in the survey. A total of 83 scripts were incomplete and 569 fully completed scripts remained for analysis. SPSS version 28 was used for data analysis.