Abstract An understanding of the behavioural intentions of customers in visiting airports may help airport management to boost airport retail revenue (i.e. non-aeronautical revenue) by increasing customer spending at the airports. This study aims to examine the connection between airport reward programs and customers' behavioural intentions of visiting the airport, attempting to bring some benefits and credits for implementing reward programs in the airport sector by using Singapore Changi Airport as a case study. Two types of customer behavioural intentions (i.e. time spent at the airport and various purposes of visiting the airport) were investigated in the study to examine the effects of Changi Airport's reward program (i.e. Changi Rewards). An on-line survey was conducted, and the participants' responses were analysed via a structural equation modelling approach. The results showed that the attractive benefits of Changi Rewards could have a positive influence on arousing customers' intentions to engage with the programme. In addition, customers' intentions to engage with the programme can have a positive effect on increasing passengers' time spent at the airport and inducing customers to visit the airport for leisure purposes. Managerial implications to the airport sector are discussed.
Highlights A conceptual model understands customers' behavioural intentions in visiting airports and airport reward program. Empirical evidence of the benefits of Changi Rewards could influence customers' intentions to engage with airport shopping. Provides managerial implications to the airport sector about the effect of reward programs on non-aeronautical revenues. The positive results of this study may increase airport managers' faith in designing and running airport reward programs.
Does a reward program affect customers’ behavioural intention of visiting the airport? A case study of Singapore Changi Airport
2019-10-23
Article (Journal)
Electronic Resource
English
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