HOW DIGITAL COMMUNICATIONS IMPACT PASSENGER … · HOW DIGITAL COMMUNICATIONS IMPACT PASSENGER FACILITATION AT HUB AIRPORTS WITH PARTICULAR EMPHASIS ON TRANSFER PASSENGERS Rami Elsamra

HOW DIGITAL COMMUNICATIONS IMPACT

PASSENGER FACILITATION AT HUB AIRPORTS

WITH PARTICULAR EMPHASIS ON TRANSFER

PASSENGERS

Rami Elsamra Master by Research

Principle Supervisor: Professor Prasad KDV Yarlagadda (Project Director for the Airports of the Future project)

Associate Supervisor: Professor Clinton Fookes (School of Electrical Engineering &

Computer Science in the Science & Engineering Faculty of the Queensland University of Technology in Brisbane, Australia)

Associate Supervisor: Professor Nara Srinivasan

Submitted in fulfilment of the requirements for the degree of

Master of Engineering (Research) Science and Engineering Faculty

Queensland University of Technology

2017

Digital Communications at Hub Airports Page 2 of 107

Table of Contents

STATEMENT OF AUTHORSHIP PAGE ............................................................................................... 5

RESEARCH DECLARATION ................................................................................................................. 6

ACKNOWLEDGMENT ............................................................................................................................ 7

List of Tables ............................................................................................................................................... 8

Abstract ........................................................................................................................................................ 9

Chapter 1: Introduction ........................................................................................................................ 10

1.1 Introduction ....................................................................................................................................... 10

1.2 Research Method .......................................................................................................................... 11

1.3 Statement of the Problem ............................................................................................................. 12

1.4 Research background ................................................................................................................... 13

1.5 Scope of research ......................................................................................................................... 14

1.6 Rationale of the Research ............................................................................................................ 16

1.7 Aim of the Study ............................................................................................................................. 17

1.8 Objectives ....................................................................................................................................... 17

1.9 Research Questions ...................................................................................................................... 18

Chapter 2: Literature Review .............................................................................................................. 20

2.1 Introduction ..................................................................................................................................... 20

2.2 Digital communications in airport settings ....................................................................................... 21

2.3 Improving customer experience for transfer passengers at Major Hubs .............................. 27

2.4 Knowledge gap identified from literature ................................................................................. 37

2.5 Conclusion ........................................................................................................................................ 44

Chapter 3- Research Methodology .................................................................................................... 47

3.1 Introduction ....................................................................................................................................... 47

3.3 Research Philosophy ......................................................................................................................... 49

3.4 Research Approach ........................................................................................................................... 49

3.5 Sampling ......................................................................................................................................... 49

3.6 Data Collection ............................................................................................................................... 50

3.7 Data Analysis ................................................................................................................................. 52

3.8 Validity and Reliability ................................................................................................................... 53

3.9 Ethical Issues ................................................................................................................................. 55

3.10 Conclusion .................................................................................................................................... 56


Chapter 4: Data Analysis and Presentation .................................................................................... 57

4.1 Introduction ..................................................................................................................................... 57

4.1.1. Role of the researcher in the study ........................................................................................ 57

4.2 Part one of the study: observation .......................................................................................... 59

4.2.1. Evaluation of the case work ................................................................................................. 59

4.2.2. Research context ...................................................................................................................... 60

4.2.3. Characteristics of participant process enhancing collection of data ................................. 61

4.2.4 Number of observations ............................................................................................................ 62

4.3 Descriptive Observations.............................................................................................................. 63

4.3.1. General information observed about the airport ............................................................... 63

4.3.2. Number of passengers alighting and booking flights ....................................................... 64

4.3.3. Demographic characteristics of passengers ..................................................................... 65

4.3.4. Gender .................................................................................................................................... 66

4.4 Focused and selective observations .......................................................................................... 67

4.4.1. Structure of the passenger facilitation model used .......................................................... 67

4.5 Major challenges facing passenger’s facilitation in airports .................................................... 68

4.6 Impact of poor communication with customers connecting through hubs ............................ 70

4.6. Impact of digital communication on passenger facilitation ..................................................... 72

4.7. Communicate with customers prior to arriving at the airport ................................................. 76

4.8 How with transfer passengers can be improved ....................................................................... 81

4.9 Improving transfer passengers experience during the journeys ............................................ 82

4.10 Ways to maximize returns while increasing customer satisfaction ...................................... 83

4.11. Summary of discussion ............................................................................................................. 85

Chapter 5: Summary, Conclusions and Recommendations ...................................................... 87

5.1. Summary of the Research .......................................................................................................... 87

5.2 Conclusion of the Research ............................................................................................................... 90

5.4 Recommendations ............................................................................................................................. 92

5.5. Contribution of the research........................................................................................................ 94

References .................................................................................................................................................. 97

Appendix I ............................................................................................................................................... 102


List of Figures

Figure 1: Gender of passengers as per observations

Figure 2: Age frequencies of passengers

Figure 3: Response to the digital communication


STATEMENT OF AUTHORSHIP PAGE

The work contained in this thesis has not been previously submitted to meet the requirements for an

award of this or any other higher education institution. To the best of my knowledge and belief the thesis

contains no material previously published or written by another person except where due reference is made.


RESEARCH DECLARATION

I Rami El Samra hereby declare that this thesis as an original report of my research. I confirm that

additional supporting research data provided has been credited within this thesis and reference has been made

to the work of others. Supporting research data is available to other researchers via open access.


ACKNOWLEDGMENT

I would never have been able to finish my dissertation without the guidance of my committee members, help from supervisors, and support from my family and wife. I would like to express my deepest gratitude to Prof Prasad for his excellent guidance, caring, patience, and providing me with an excellent atmosphere for doing research. I would like to thank also Prof Clinton, who let me experience the research of freshwater mussels in the field and practical issues beyond the textbooks, patiently corrected my writing and financially supported my research. Both were always supporting me and encouraging me with their best wishes.


List of Tables

Table 1: Evaluation of the casework according to Lee (1989)

Table 2: Frequency of observations

Table 3: Number of passengers at the airport

Table 4: Gender frequency of passengers at the airport

Table 5: Age of respondents

Table 6: Major challenges facing the passenger facilitation in airports

Table 7: Impacts of poor communications to customers connecting through hubs

Table 8: Effect of digital communication on the passenger facilitation

Table 9: The most effective mode of communicating with customers

Table 10: Response to the digital communication

Table 11: Strategies to maximize the returns and improve customer service


Abstract The aviation industry in general and specifically airport operations are highly dependent

on the quality of services provided to customers to achieve desired performance and success. In

this regard, customer service is deemed as an integral part of successful airport operations. On

the other hand, digital communications is identified as a key part of effective customer service in

airport operations. Digital communication makes use of the current technologies to enhance the

communication process between airports and their customers. It also promotes the chances of

enhancing the performance and standards of services provided, as well as ensuring business

optimization in the settings. Digital communications forms the basis for this research since it

improves various aspects of airport operations, such as customer engagement, improving

operational efficiency and reducing delays, primarily in airport hubs with high capacity of transit

passengers. Digital communication plays a significant role in enhancing passenger facilitation

within the airports as well as addressing different problems that affect customer service in

airports. It also offers a chance to ensure timely information sharing and consistency in the

communication processes, as well as the ability of the airports or airlines to streamline operations

and manage passenger expectations. The research further focuses on digital communication,

since it promotes the level of cooperation between different stakeholders in the airport settings

and thus the delivery of quality and reliable services to customers. Different studies have also

been evaluated to determine the effectiveness of digital communication in customer services, as

well as enhance understanding of the research issue.


Chapter 1: Introduction

1.1 Introduction

Customer service is integral to the success of airport operations with, according to Kramer,

Bothner & Spiro (2013), a significant number of airports utilising customer satisfaction

measurements as a means of refining performance standards, determining resource allocation and

tracking progress. Passenger facilitation plays a significant — albeit often subtle — role in

enhancing or diminishing that customer experience through a series of processes that begin with

ticket purchase and end with leaving the destination airport. The end-to-end process involves a

complex series of transactions, operations, and procedures, often attempting to balance smooth

progress with competing demands, such as security requirements, regulatory demands, and

business optimisation. Nowhere are these demands more evident than in hub airports, whereby

the airport’s business model is predicated on handling a high volume of transit passengers i.e.

those passengers that alight in a hub and stay less than twenty-four hours, then board another

plane to continue their journey (Popovic, Kraal & Kirk, 2010).

Failures in passenger facilitation can have a number of effects, including delays and

cancellations, which ultimately can affect not only the airport’s viability but also that of a range

of interconnected stakeholders, from airlines utilising the airport to services provided to the

airport, from catering through to cleaning. The best efforts of different airports to implement

measures to address various problems can also be hampered by unavoidable issues, thereby

increasing, in worst-case scenarios, the risks of fatal crashes (Kramer, Bothner & Spiro, 2013).

Despite, however, the presence of disruptions and their inevitability, air travel stakeholders

cannot avoid shared responsibilities for enhancing the safety of travel. While the operations and

subsequent areas of responsibility may be diverse, timely information sharing and consistency in


the communication processes offers the ability of the airports or airlines to streamline operations

and manage passenger expectations — as well as empowering passengers — thereby enhancing

their experience and level of satisfaction.

Advances in digital technology and communications have inaugurated an era of opportunity

of passenger engagement both on the ground — both within and beyond the airport — and, more

recently, in the air.

This thesis will examine the impact and use of digital communications on passenger

facilitation at hub airports, in relation to improving the customer experience and satisfaction of

transit passengers. It will also seek to broadly determine how effective digital communication are

— as well as could be — in supporting the future growth of international transfer traffic.

1.2 Research Method

To achieve the desired research results, the research utilised a case study approach focussing

on Dubai International Airport. The use of a case study approach facilitates an understanding of

the available digital communication approaches used to enhance passenger facilitation from the

time of ticket purchase through to the entire end-to-end travel experience. Successful services

tend to promote customer experience as well as encourage customer retention; as such, since

many airports, given they are providing similar, if not identical services, operate in a similar

manner, the case study research method can serve as a representative sample of passenger

experience and how it can be enhanced through diverse communication methods, which could

equally be expected to be found in other hub airports.


1.3 Statement of the Problem

According to research by Widarsyah (2013), various aspects of airport operations, such as

facilities, services provided, and personnel, can impact the overall passenger perceptions of

service quality as well as their experience, with a direct correlation between the overall

perception of the quality of airport services and the customer’s satisfaction or experience. The

ability of airlines or airports to manage customer expectations — as well as empowering them —

enhances their competitive position. Doing so is not without major challenges, due to the

ineffectiveness of strategies implemented, as well as communication approaches used by major

airlines and airports globally. Indeed, Popovic, Kraal & Kirk (2010) suggest that a passenger’s

experiences and interactions with process, technology and services at the airport has been one of

the major challenges facing major airports.

Digital communication, which serves a variety of purposes in airport operations utilising

various fast and reliable technologies, is already improving customer experience ‘behind the

scenes’.

The case of Dubai International (DXB), as a major international hub airport, helps

determine existing communication uses and problems and how they relate to customer

experience, This points to ways of identifying opportunities for implementing digital

communication systems as an approach to promote passenger facilitation, thereby addressing the

core problem of poor passenger facilitation in major airports which, in turn, impacts the customer

experience.


1.4 Research background

The aim of this MS Program is to research and develop more effective methods of

managing the communication in airports to improve passenger facilitation and customer

experience at airport hubs around the world. This is becoming increasingly important, since

current systems and technology will be unable to support growth to manage the number of

passengers transferring in the future. Dubai International, for example, has grown 15% a year

since opening in 1960, and already serves more than 66 million passengers a year, flying on 140

scheduled airlines to over 260 destinations on 6 continents, and that figure is projected to exceed

100 million passengers before the end of the decade.

Based on a case study undertaken at Dubai International Airport, this MS Program will

address that gap between current practices and future needs in order to identify effective methods

of supporting the future growth of international transfer passengers.

Although all airports offer similar services, every airport is subject to varying traffic

loads with different characteristics, resulting in differing demands for resources. This thesis does

not, therefore, attempt to offer a single, one-size-fits-all solution to the many and varied

challenges. It will, however, look at potential incremental measures to improve the efficiency of

transfer passengers through airport hubs. Moreover, it will describe ways to enhance the quality

of the passenger experience and reduce key problems, such as passengers arriving late to the

departure gates.

Ultimately, the responsibility for the smooth flow of passengers through an airport must

rest with the airport operators, since they are the only stakeholders with sufficient influence over

the myriad of interacting processes occurring within the airport, such as, the misconnection

processes at airports, catering for passengers with short connections, and assisting passengers


transferring between terminals. That said, airlines should also ensure that they do everything

possible to effectively manage interactions with the airport authority and other airport

stakeholders, in the interest of enhancing overall passenger experience. This demands

collaboration at a high level in order to ensure that airport operators and other influential

stakeholders clearly understand the interactions between the different processes within airports

and, indeed, at times, between airports. The result will be an understanding of the extent to which

each agency is responsible for the smooth flow of passengers. Currently, transfer management

focuses entirely on improving communication between ground staff and passengers on board the

flights and, in doing so, misses a range of opportunities, including but not limited to:

1. Pushing salient information to passengers throughout their journey;

2. Improving product communication flow, through the likes of communicating in multiple

languages, video conference etc., to increase the growth;

3. Empowering passengers to manage rebooking required as a result of disruption;

4. Providing additional services, such as selling upgrades, lounge access, and meal

vouchers.

1.5 Scope of research

Connectivity is at the heart of success in the airline business, which has faced significant

challenges in recent years, ranging from fluctuating fuel prices and low struggling economies to

global security threats from a range of non-state actors, and instability, especially in the Middle

East region. All of these factors add to the challenge of improving customer experience,

including providing the best network architecture through the likes of airport hubs, while

maintaining, if not growing, financial returns and market share. One key approach includes


communication strategies — primarily leveraging new and existing digital communication that

makes use of technology advances — to achieve the desired objective. This thesis reviews the

existing challenges facing airports as well as evaluating steps that can be taken to improved

customer satisfaction.

Paradoxically, despite economic woes and security concerns, the aviation business has

continued to grow, both in terms of traffic, especially in the Asian region, and in terms of

players, with the increases and competition between airlines putting pressure on airports to

improve efficiency while at the same time controlling costs.

This thesis posits that improving communication with passengers before they land could

reduce the number of passengers queuing at counters, as well as, crucially, reducing the number

of passengers late for boarding. For the most part, passengers, with the exception possibly of

frequent fliers, are unfamiliar with the airport infrastructure and where to go. Sending

personalised messages to customers in flight advising them of onward flight details, approximate

times to reach the boarding gate, and how much time they have in transit will not only help the

passenger but also contribute to improving the airline’s on-time performance.

The scope of this research looks beyond the communication aspects influenced by

technology advances to the establishment of the associated positive impacts of implementing

digital communication in passenger facilitation. The research also covers major aspects of

customer service initiatives at airports that have promoted the rise in customer experience and

satisfaction. According to Kramer, Bothner & Spiro (2013), an airport’s ability to exceed its

customers’ ‘expectations and needs significantly shapes their perception as well as experience

within the airport’. In this regard, the research will highlight different approaches that can be

implemented to transform customer experiences, such as the use of communication strategies.


Historically, Kramer, Bothner & Spiro (2013) state, the transformation of airport customer

service began in the late 1990s; this transformation has accelerated in current times particularly

after the rise in terrorist attacks, in an industry that had already long been a favoured target of

terrorists worldwide. As such, this thesis will also evaluate impediments that limit the

achievement of positive customer experience in the airports from the time of buying tickets to

the travel onwards.

1.6 Rationale of the Research

Improving customer satisfaction and retention includes the provision of quality services

that meet the customer’s needs. Improving customer experience, in particular in the airports, is

also critical for maximising returns as well as enhancing the competitive position of such airports

owing to the rising number of similar services. The rationale for this research involves evaluating

how the implementation of digital communication approaches can help in addressing passenger

facilitation issues in major hubs and possibly other airports globally, although it primarily

focuses on Dubai International Airport. The research also determines how digital communication

can help customers improve their perceptions or experiences with the airport services within the

scope of the case study. Such research is important, since it establishes a model through which

different airports or airlines can improve their customer experience by implementing better

communication strategies that ensure timely delivery of information, particularly where it may

negatively impact customer experience, such as in the case of delays or cancellations. Previous

research in the same area has focused on ways to improve customer satisfaction and experience

within the airports in order to maximize returns as well as ensure the achievement of

organizational objectives. However, there are gaps due to lack of focus on the use of technology


in addressing problems. This thesis, therefore, seeks to address problems through a technology-

fostered approach with the ability to communicate to a large number of people on a personalized

basis, and does so by adopting a qualitative approach, which is descriptive, based on a case study

of Dubai International Airport.

1.7 Aim of the Study

The main aim of the thesis is to determine how digital communication impacts passenger

facilitation at hub airports and considers different approaches that can be implemented to meet

the desired objectives, such as improved customer experience.

1.8 Objectives

The research presents a summary of the communication process at airport hubs and

reviews how the implementation of digital communication systems can improve customer

experience by focusing on three intersecting themes:

1. Communication;

2. Passenger facilitation; and

3. Customer experience.

This thesis also proposes solutions to the identified challenges by addressing the potential

measures that can be applied to enhance efficiency while improving customer experience.

The key objectives of this thesis are to:

Improve the communication between Airlines and Passengers, particularly

transfer passengers, in order to provide relevant information in a timely manner

during their journey;


Improve the transfer passenger experience during the journey.

Support continued business growth and the high volumes of connecting

passengers travelling through airport hubs.

Establishing the most effective way to maximise returns while, at the same time,

addressing customer satisfaction and experience.

Ultimately, establishing more effective methods of managing communication at airport hubs

that connect large numbers of people also has the potential to increase financial returns. The case

study of Dubai International Airport demonstrates that the enhancement and adoption of current

and new technology has the potential to support growth as well as supporting successful

international transfer through the implementation of digital communication strategies and

processes in order to provide access to accurate and time-efficient communication to customers,

thereby improving efficiency and customer satisfaction in the level and quality of services

provided by the airline and within the airport.

1.9 Research Questions

This thesis covers a broad base of issues to establish the existing problems as well as

providing the basis for intervention or solutions to the problems. The key research questions

identified include:

1. What are the major challenges facing passenger facilitation in airports?

2. What is the impact of poor communication to customers connecting through hubs?

3. How can digital communication improve passenger facilitation in major hubs?

4. What are the best ways to communicate with customers before arriving as well as within

the airport?


5. What is the overall customer attitude to digital communication in relation to addressing

passenger facilitation?


Chapter 2: Literature Review

2.1 Introduction

The aviation industry continues to experience significant growth owing to the rise in

passenger numbers and increase in competition, especially in relation to low-cost carriers.

Kramer, Bothner, & Spiro (2013) state that major airports operate in complex systems based on

various components, which must be interconnected or interact to enhance the quality of services

provided. Digital communication provides opportunities to address the increasing complexity of

the systems as well as enhancing the quality of services provided through improved customer

engagement. Additionally, digital communication improves how passengers communicate or

access information, further improving the airport experience based on various facets of digital

communication. Widarsyah (2013) posits that digital communication impacts positively on the

airport service quality dimension as well as enhancing the overall impression and experience

within airports or major hubs, such as Dubai International Airport. By shaping the passenger

perceptions of the quality of services provided, the approach succeeds in meeting the rising

needs and growth in global tourism, which demands quality air transport and interaction

(Widarsyah, 2013). As such, digital communication in airport hubs reduces the discrepancy

between customer expectations and perceptions and the level of service provided in the industry.

Digital communication can also improve transfer of passengers or facilitation while addressing

the needs of airport operations. This thesis takes, as its starting point, a review of the existing

literature on the topic of the impact of digital communication on the overall customer experience

and passenger facilitation in airport hubs generally, as well as more specifically in Dubai

International Airport.


2.2 Digital communications in airport settings

In the past, according to the Information Resources Management Association (IRMA) &

Khosrow-Pour (2004), airports did little to improve passenger facilitation and experience. Today,

however, airports are increasingly becoming customer-focused, with much of that focus

dependent on technologies to deliver more and better services. According to Popovic, Kraal &

Kirk (2010), the International Air Transport Association (IATA) provides various initiatives

seeking to improve the passenger travel experience through the replacement of repetitive checks

and provision of streamlined systems. Technology-focused communication or digital

communications have had a significant positive impact on processes and activities within the

airport, as well as enhancing the provision of passenger-centred services to improve their

satisfaction (Ritchie & Crouch, 2003). Research indicates that digital communication can have a

positive impact on passenger facilitation in particular, since it ensures the passengers have timely

access to information from the time of buying tickets and then throughout their journey. Popovic,

Kraal & Kirk (2010) point out that digital communication reduces the overall time spent to

process customer activities. Digital communication can also add to reducing the effects of delays

and cancellations of flights, a commonplace event with current air travel. According to Ritchie &

Crouch (2003), digital communication and surveillance systems are critical in the major airports,

since they enhance the effectiveness of both air and ground activities in addition to improving

airport operations and customer experience. Popovic, Kraal & Kirk (2010), highlight that digital

communication is common between pilots and ground controllers and complements other

communication processes.


• Communication Element

Communication is a key element in supporting customer experience within airports,

especially in large hubs, such as Dubai International. According to Popovic, Kraal & Kirk

(2010), digital communication involves the transmission of data based on machine-readable

signals or computer interchanges. Technology advancements provide the basis for understanding

the development in digital communication within airports and the overall impact on customer

experience. Digital communication can also provide channels for important information on flight

schedules and availability to different consumer segments in real time. The availability of such

information when needed by customers is a crucial factor in facilitating timely decision-making

amongst different sets of customers that is vital to their satisfaction (Ritchie & Crouch, 2003).

Arif, Gupta & Williams (2013) state that airports, such as Dubai International Airport,

have been involved in the implementation of diverse digital communication strategies to ensure

delivery of a seamless passenger experience and enhance seamless facilitation for such

passengers to their different destinations. For example, airports have implemented way-finding

apps used on smartphone and tablets, which enable customers to navigate their way in and

outside the airport with ease. The use of such apps ensures customers key in their flight booking

and boarding information so they can find their way in or out of the airport conveniently and

identify the location of various services. Martin-Domingo & Martín (2016) state such apps

ensure the customer can get his or her gate in and out of the airport with minimal need of

assistance due to language and cultural barriers that may exist between the customer and the

personnel at the airport. Such apps are available in different languages based on the various

customer segments that use the airport based on the booking and flight information available in

the company’s databases (Ritchie & Crouch, 2003).


Upadhya (2016) points out those digital communication apps available in the airport are

synchronised with various operational ‘beacons’ available at the airport, allowing precise

location identification by clients. Such ‘beacons’, together with Wi-Fi connectivity, have played

a pivotal role in facilitating easier transition for customers in and out of the airport with minimal

complaints. It has become easier for customers to identify where they are and determine the route

to follow to avoid missing their flights or their ground carriages at the airport (Widarsyah, 2013).

The use of beacon-based way finding has also been instrumental in facilitating easier

passage of customers at security checkpoints. The beacon-based data has been crucial in

managing queues at checkpoints that have traditionally been a major inconvenience, especially to

international travellers (Straker & Wrigley, 2016). Passengers are informed in a timely fashion

about the expected waiting times through the web-based apps that make their transit, if not

entirely hassle-free, at least more convenient. Further, some airports, including Dubai

International, have piloted and adopted facial recognition technologies that minimise the need for

customers to present their boarding passes and passports at every stage of their journey.

Airports have long been adept at deploying digital communication technology in an effort

to improve safety and security. Straker & Wrigley (2016) emphasise that digital technologies in

airports are crucial in maintaining the runway lighting systems that are a key aspect in managing

aircraft movements within an airport. The availability of safe and controlled aircraft movements

within an airport is the cornerstone of stable and efficient operations that are the mainstay of any

airport, and guarantee customer security, convenience and sustainable business operations

(Ritchie & Crouch, 2003).

Though legacy systems are still in use, the expansion of digital technology continues to

improve performance and enhance safety on a number of levels within airports. Pigni & Piccoli


(2016), point out that the lighting infrastructure along the runways and edge lights are controlled

via fibre optic cables that are connected around the airport. These fibre optic cables also control

other critical areas such as the airfield guiding signs and the apron sections where loading and

refuelling takes place. The overreliance on fibre optic cables in most airports is risky, since they

are exposed to danger of damage during airport works or can be a target by terrorists (Straker &

Wrigley, 2016). Any destruction or interference with the smooth working of the fibre optics can

be fatal to communication between runway controllers and scheduled flights, with potentially

catastrophic results. This highlights the need for airports to adopt digital communication devices

that utilise cloud services as a back-up to the current installations. The use of such devices

significantly reduces the costs of maintenance of such fibre optics and reduces the exposure to

risks to the airport and its installations. The likelihood that wireless-based, digital

communication devices will face outages is minimal, which means the airport and the passengers

transitioning through it are less exposed to service risks and uncertainties that may compromise

service delivery (Pigni & Piccoli, 2016).

• Impact of Digital Communication

Schwartz (2014) claims that the adoption of digital communication devices would also

facilitate timely sharing of information that reduces flight delays, idle runways and lengthy

turnaround times that are detrimental to the business prospects of an airport. Digital

communications have profoundly enhanced efficiency in airports by promoting the

implementation of technologies such as airline sequencing systems between ground and air

personnel. Such technologies improve the level of collaboration amongst various personnel,

promoting the optimal management of runways and traffic around the airport. Such effectiveness

results in reduced runway wait times that increase the levels of certainty and reliability of the


services available in an airport. This reduces the costs of handling passengers since there are

minimal delays between arrival and departure times for passengers, based on their travelling

needs (Pigni & Piccoli, 2016).

Scherer, Wünderlich & von Wangenheim (2015) state that digital communication

technologies are also instrumental in promoting the adoption of new surveillance technologies,

notably the Automatic Dependent Surveillance-Broadcast (ADS-B), that has the capacity to

modernise the air transportation system. The new system will replace the current radar systems

with satellite-based systems that will ensure air traffic controllers can control airplanes with

greater precision when such planes are airborne. Also, the new system, unlike radar, can work in

low altitudes even on the ground, meaning there will be effective monitoring of the traffic or the

runways and taxiways. Importantly, such a technology is effective in remote locations where

radar coverage may be limited or non-existent (Pigni & Piccoli, 2016).

According to Lee & Park (2016), the availability of digital technologies has also played a

pivotal role in ensuring smaller airports remain open. Most small airports face challenges since

they have lower frequencies of landings and take-offs that reduce their income streams and levels

of preference by most airlines. However, the availability of digital communication devices and

technologies facilitates remote control of smaller airports by controllers located in larger airports.

Phillips (2016) claims it is possible for air traffic controllers to utilise digital technologies, such

as video cameras, automated software and sensors, to control the air and ground activities in

smaller airports when located in another area. Such possibilities translate to higher levels of

customer satisfaction, since they would have a wider choice of products and services available in

proximity to their location. The possibility of air traffic controllers managing more than one

airport concurrently and within the same expanded network demonstrates the immense value of


digital communication technologies in enhancing the level of customer experience and

guaranteeing better customer facilitation from one airport to another (Lee & Park, 2016).

Padrón, Guimarans & Ramos (2016) stated that digital communications have contributed

to an enhanced level of communications between ground and air personnel, thereby minimising

risks to passengers and increasing the level of service delivery. Digital technologies ensure an

airport has sufficient back-up of its information, which is needed for the implementation of

contingency planning in case of emergencies. Digital technologies also guarantee efficiency and

reliability of the services on offer by ensuring the airport operates to capacity through effective

coordination of the activities in its key departments (Padrón, Guimarans & Ramos, 2016). The

optimal utilisation of capacity is a key determinant to higher consumer satisfaction levels, since

all the resources will be utilised to capacity for the welfare of diverse types of customers using

the airports (Lee & Park, 2016).

Kalakou & Psaraki-Kalouptsidi (2015) assert that the use of digital communication

technologies in airports has also enhanced the protection of key areas, such as the apron (the area

where aircraft are parked for refuelling and which is an extremely high risk area). Most airports

have installed video systems that have intelligent algorithms to conduct round-the-clock tracking

of objects and persons that access the area. The video systems are also crucial in revealing

general or routine servicing operations for aircrafts while they are still parked in the apron

section (Kalakou & Psaraki-Kalouptsidi, 2015). Such capabilities are essential in the timely

detection of any extra-ordinary activities that may go on within the apron area. The continuous

vigilance and surveillance offered by the intelligent systems ensure the parked aircraft are safe or

use by passengers and play a crucial role in the detection of suspicious activities facilitating

timely remedial actions (Lee & Park, 2016).


The deployment of digital techniques facilitates the creation of virtual zones and barriers

within such sensitive areas such as the apron, in that they remain inaccessible to unauthorised

personnel. They also ensure the deployed personnel to the area perform the specific duties they

are assigned while within this area. Any unauthorised activities within the area triggers automatic

alerts in real-time to the operator. These alerts are vital in guaranteeing the security of passengers

and airport assets. Such guarantees, in turn, are one of the main sources of customer satisfaction

both within and beyond the airport (Padrón, Guimarans & Ramos, 2016).

2.3 Improving customer experience for transfer passengers at Major Hubs

Ku & Chen (2016) state that the increased level of competition between airports has

concomitantly increased the need for airports to innovate, in order to enhance their attractiveness

to different customers’ segments and airlines. One of the roles of digital technologies in airports

is to enhance the level of customer engagement that is important to meeting the levels of service

by expected by customers. They further emphasise that digital technologies have facilitated the

provision of personalised and customised service to different customer segments based on their

individual needs (Ku & Chen, 2016).

Garrett (2016) stated that the use of diverse customer apps at airports, to serve different

classes of customers such as students, businessmen, and holidaymakers amongst others,

enhances the building of a focused value proposition for each customer segment. The digital

technologies promote the collection of real-time information that provides insights into the

specific product characteristics that appeal to each consumer segment. The availability of such

information promotes the categorisation or segmentation of the different customers based on

their needs, profiles and gender, amongst other characteristics (Ku & Chen, 2016).


• Customer Needs

Chen & Batchuluun (2015) added that the identification of different customer needs,

through the use of the different airport apps, supports the multi-functional nature of today’s

airports. Most airports offer an increasing array of services to customers, such as spa centres,

restaurants and even boutique retail outlets, as customers’ transit to their destinations. The use of

digital technologies at airports, facilitates the easier identification of the location of such services

since most customers, especially international travellers, are not well acquainted with the

geography of the airport. The availability of diverse, web-based apps, promotes the easier

identification of the locations that are a source of higher levels of customer satisfaction (Ku &

Chen, 2016). The easier identification of such service locations within the airport has also

boosted the collection of higher non-aviation related revenue as the demand for such services

increase.

Airports such as Dubai International Airport have embarked on adopting mobile check-in

portals to facilitate easier check-in for their customers. As highlighted by Jeeradist,

Thawesaengskulthai & Sangsuwan (2016), such technology has reduced the idle time spent by

customers waiting for manual and physical check-ins during their transit at airports. Web-based

apps have also been used to integrate the commercial and customer care services at airports,

making it convenient for a traveller to access almost all the services available at the airport from

the comfort of his smartphone, tablet, laptop or any other digital device. Such apps also act as

interactive communication platforms for customers, where they can engage directly with the

airport staff to post queries, opinions, complaints or suggestions (Ku & Chen, 2016).

Gil, Miozzo & Massini (2012) stated that the access of most of the services available at

an airport online through the use of digital communication technologies means a traveller can


prepare for a flight from the comfort of their home. It also means a traveller can have access to

the services at the airport even when stuck in traffic, such as making purchases from the duty

free shops available at the airport (Skorupski &Uchroński, 2016). Such purchases can be

delivered to the traveller at the entrance to the aircraft, thereby further reducing idle times and

enhancing the level of satisfaction to different customer segments.

• Customer Satisfaction

According to Skorupski &Uchroński (2016), the use of digital communications at airports

has been instrumental in enhancing the level of customer satisfaction, since the mobile apps

promote easier and cost-effective interaction between the airport personnel and customers. Most

airports have a presence online and through social media, meaning that passengers can receive

updates on their flights and other services using such platforms. The availability of updated

travel information to customers has significantly contributed to reduced expenditures, since in

most cases the more the time a customer spends in the airport, the more the costs are increased in

terms of time and money. The availability of real-time and updated information to customers

promotes easier scheduling of transit flights and reduces waiting times (Gil, Miozzo & Massini,

2012).

Upadhya (2016) claims that the interactions facilitated by digital apps installed at airports

have positively contributed to the development of products that are responsive to the needs and

expectations of the different consumer segments. It has become easier to collect data on different

needs and expectations of customers through real-time interactions between customers and

marketing personnel engaged by the airports (Gil, Miozzo & Massini, 2012). Through online

platforms such as social media, travellers can make enquiries on the suitability of, and preference

for, one airport over another. In addition, digital apps can encourage travellers to read and share


comments made by other travellers, thereby enhancing and shaping perceptions of customers

towards an airline (Skorupski & Uchroński, 2016). Such perceptions are important in revealing

the levels of customer service and making it easier for travellers to make informed choices

regarding their travel, which further enhance personal satisfaction levels.

The deployment of digital technologies at airports that enhance the level of visibility of

the airport in terms of the services available can be a major source of competitive advantage.

Pigni & Piccoli (2016) are of the view that the increased levels of visibility facilitate the

smoothing of passenger travel, making it a delightful experience. The deployment of digital and

cloud-based technologies at airports adds to the creation of ‘virtual capacity’ at airports, thus

enhancing resource optimisation. The greater visibility and flexibility provided by digital

technologies contributes immensely in enabling airport operators to pre-empt delays and arrange

alternative travel options for customers. It also becomes easier for airlines to recover from

unforeseen events, such as adverse weather conditions and mechanical breakdowns, among

others, as they can easily reach their customers and keep them updated. Lee & Park (2016)

further claim that the easier management of lead times provided by the deployment of digital

technologies at airports can promote an increase in the number of flights that enables service

delivery to a higher number of travellers at any time. It then becomes easier for an airport to

make expansions to passenger terminals as its preference among diverse customer segments

grows (Skorupski & Uchroński, 2016).

• Communication Strategies

To Garrett (2016), in order for an airport to implement a successful digital

communication strategy, it is vital to determine the strategic purpose of such a venture. This

means the management of an airport must implement a change management plan for such a


venture, so as to have the backing of all stakeholders. They must also develop quick-wins for

such a project so as to continuously gauge its efficacy against the targeted goals. Martin-

Domingo & Martín (2016) add that a successful digital strategy requires determining key areas

that impact on the level of customer experience at airports. It then becomes easier to implement

the envisaged digital communication strategy to ensure such areas of concern are addressed. One

area that affects the customer experience at airports is the gate holding area. Most customers

complain of long waiting times that may result in lateness for their connection flights or failure

to meet schedules. There are also complaints of poor Wi-Fi connections at the holding areas that

minimise the communication options for the traveller, resulting in disenfranchisement and

frustration (Garret, 2016). Customers also complain of lack of adequate flight schedule

information, making their travels agonising and frustrating. The deployment of optimal digital

communication technologies to reduce such inconveniences is needed to improve the experience

of the traveller and thereby improve the level of preference for an airport (Cento, 2009).

Padrón, Guimarans & Ramos (2016) state that one of the proven solutions for the

inconveniences customers undergo at the gate holding areas is the introduction of digital content

kiosks that ensure travellers have uninterrupted communication with their service providers. This

ensures the clarity of information and injects confidence and certainty in the services on offer.

Also, airports could introduce additional services, such as digital food ordering for travellers

when they are in the waiting area, to curb boredom and uncertainty. In addition, the introduction

of self-service boarding scanners would significantly reduce the need for physical checks and

improve customer experience (Schwartz, 2014).

To Padrón, Guimarans & Ramos (2016), another source of customer frustration are

security requirements and practices. Customers prefer constant updates on the length of delays


due to the frustrations they undergo, due to longer queues with unknown waiting times. The

deployment of digital technologies, such as smart queuing systems, provides notifications to

passengers on the shortest lines and the expected waiting times. Digital technologies have also

facilitated the creation of security channels in airports, whereby customers walk through with

their luggage without the need for invasive and cumbersome physical searches (Schwartz, 2014).

Most leisure travellers spend more time conducting shopping and other commercial activities at

airports and many of these travellers complain of poor Wi-Fi connectivity in most of the retail

areas; even when available, such services are often inadequate. Other problems experienced by

leisure travellers include lengthy waiting times in making orders or items such as food. However,

many airports have innovated their retail areas, allowing customers to pre-order their preferred

products in the terminal and collect them in a timely manner. Business lounges in some airports

have equally benefitted from such innovations, to a point where a b usiness traveller’s coffee can

be waiting for him on arrival in the lounge.

Schwartz (2014) claims that another problem experienced by customers is the navigation

from one place to another in an airport. In some instances, travellers, especially international

passengers who may be tired or suffering the effects of alcohol, can lose their direction and find

it difficult to make their way to their preferred destinations. As a result, they can be late to

boarding, resulting in cancelled flights or airlines getting penalised for late departures. It should

be remembered, taking off without a passenger entails offloading their baggage, which can take

time and further delay a flight, a significant issue at hub airports, which rely on connectivity, and

an even bigger issue where destination airports have flight restrictions and curfews, such as

Sydney.


To avoid such inconveniences, according to Schwartz, airports can implement mobile

apps with GPS navigation enhancements to assist disoriented passengers and curb such delays.

Another area that is a cause of persistent delays in airports, says Schwartz, is the bag collection

area. Delays in the arrival of travellers’ bags leads to delay for customers on the next leg of their

journey, as they cannot proceed without their luggage. Digital communications can mitigate such

delays through the introduction of bag-tracking apps that notify customers of the expected

waiting times for their baggage to enhance timeliness (Phillips, 2016). While every passenger

waits at the conveyer belt for their bag, such apps could reduce the level of inconvenience and

unnecessary delays.

Phillips (2016) adds that at the arrival immigration points, it is possible to reduce waiting

lines by the introduction of biometric scanning apps where facial features and other biometrics,

such as fingerprints, are scanned for easier identification and control points.

As can be seen, digital communication technologies are vital in transforming airports to

become more agile in a number of ways. Airports that have centralised data-sharing centres in all

functional areas allow customer interests and concerns to be addressed in a proactive rather than

a reactive manner. These technologies will smooth the way for airports to deploy web 2.0 and

3.0 technologies and ensure they are integrated with their operational logistics, facilitating the

real-time analysis of customer concerns and issues. It means most of the customer touch points

will not be defined by information exchanges at the point of service, such as check-in and

boarding areas, but rather such touch points will be defined through pervasive and continuous

linkages between an airport and its customers (Schwartz, 2014).

These capabilities will enhance the level of collaboration among airport stakeholders

such as airlines, concessions, operations, service providers, and security entities, as well as


regulatory authorities, real-time and continuous, i.e. remote communication for enhanced

customer experience. It will also permit such stakeholders to remain in contact with the

passenger, both in and out of the airport, at all times. Such contact enhances the level of

engagement and guarantees a smooth transit of passengers from the airport to their destinations

(Cento, 2009). For example, airports will have the capability to reach their passengers and

provide important information, such as the state of the roads and availability of parking spaces,

to facilitate timely planning of arrival and departure times for passengers. Such capabilities

create certainty and enrich the travelling experience for different classes of passengers (Cento,

2009).

According to Ku & Chen (2016), many airports have already deployed digital

communication technologies to enrich the customer experience, resulting in a variety of services,

such as smartphone apps that provide flight updates, availability of parking, listings of

restaurants and shops, and so on. In addition, interactive terminal maps aid the movement of

passengers within the airport; weather updates to customers can help avoid inconvenience. The

technologies can go a step further by permitting the use of Bluetooth technologies for the

tracking of passengers when they are within the airport. It becomes easier for airport personnel to

make prior arrangements for such customers, since their location is readily identified.

• Impact of Digital Communication

Digital applications used in airports can play a pivotal role in facilitating the identity of

bottlenecks in the passenger services available on offer. They permit the timely resolution of

such bottlenecks and the adoption of proactive strategies to ensure factors contributing to

passenger inconvenience are addressed. The use of these technologies has contributed positively

to the improvement of the airport service quality. One of the main areas valued by most


passengers in airports is the efficiency of the services when they are on strict timelines, based on

the nature of their travel. It means the ability of the passenger to interact with the airport

personnel in real-time is highly valuable as it enhances the timeliness of the travel and reduces

anxiety and uncertainty during the journey. Such interaction allows passengers to access any

required information or assistance in a timely manner. It also shapes positive consumer

perceptions of the airport, encouraging them to recommend a particular airport to friends,

relatives and acquaintances, which can be vital in cultivating a positive brand reputation and

image of an airport, leading to better business prospects due to the increased value of an airport

(Cento, 2009).

According to Cento (2009), the deployment of digital technologies in airports has

enhanced the optimisation of airport infrastructure. It has become easier for airport management

to classify passengers based on their characteristics, since most are from different regions with

varying security profiles. Such classification has been facilitated by the use of digital

technologies to communicate to individual passengers in advance on requirements. The timely

classification of passengers and timely communication of individual requirements facilitates the

expeditious performance of immigration and custom procedures for easier transit of such

customers. It reduces undue delays due to communication breakdowns and confusion within

airport terminals (Ku & Chen, 2016).

Despite many and varied challenges, air transport has continued to grow. The adoption of

technologies such as code sharing and partnerships between airlines means airports are being

used by a higher number of passengers. Many airlines have even adopted the use of larger

aircraft to maximise efficiency. The higher number of passengers within airport terminals,

coupled with stringent security checks, raises the challenge of longer and unexpected queues


within airports (Cento, 2009). Passengers are forced to arrive hours before scheduled departure

times, in addition to their movement within the terminal being restricted. This in turn can require

airports to deploy more personnel to cater for the high number of passengers. The adoption of

digital communication technologies within airports, however, can address many of these

inconveniences. For example, using digital technologies to measure and manage queues could

reduce times spent in lines and maximise time spent by passengers within airport terminals (Ku

& Chen, 2016). Such intelligent solutions assist airport staff in managing queues, thereby

optimising the levels of passenger flow within airports. Airport personnel can track, interact and

manage passenger flows by providing alternatives for efficient queue management. Most of these

technologies have been deployed in areas such as automated validation of passes, staff

scheduling and timely deployment of resources to ease passenger anxiety and frustration. The

deployment of such services in a timely manner has resulted in resource savings for airports,

since fewer personnel are required to perform passenger tasks, such as authentication of passes

and checks (Cento, 2009).

According to Ku & Chen (2016), the use of digital communication technologies has also

facilitated the implementation of biometric identification and verification of passengers. The

deployment of such techniques has facilitated easier and faster movement of passengers in and

out of airport checkpoints to their destinations. At the same time, it has increased the level of

security within airports and reduced the vulnerability of airports to risks, such as terrorist attacks

or criminal activities. It has become increasingly difficult for unauthorised personnel to enter

airports due to the application of digital technologies requiring stringent authentication to access

any area within and surrounding the airport (Cento, 2009).


2.4 Knowledge gap identified from literature

Ku & Chen (2016) claimed that the adoption of digital communication technologies by

airports has enhanced the identity of service gaps that are costly to the business. The use of these

technologies ensures the integration of disparate services that were previously not integrated. Ku

& Chen (2016) stated that the integration of different services and linking them to customers has

been pivotal in leveraging efficiency and enhancing functionality of most departments. For

instance, digital communications have enhanced the success of marketing campaigns and

collection of valuable customer data that has led to better service delivery. Such data has ensured

most of the products and services on offer at airports are responsive to the needs and

expectations of customers (Cento, 2009). The use of these digital technologies has also been

instrumental in reducing duplication of services, especially in most of the key areas such as the

gate holding, bag collection and retail areas. It ensures an airport is compliant with international

standards in service delivery that guarantees customer satisfaction.

• Implementation Strategies

Knowledge gaps continue to exist, however, especially with regards to ways in which

airports can implement digital communication to enhance passenger facilitation in airport hubs.

Jeeradist, Thawesaengskulthai & Sangsuwan (2016) claim that there are persistent gaps in the

adoption of digital communications technologies amongst airlines owing to the differences in

their performance and profitability levels. Airlines in some regions, such as Africa, experience

persistent shortfalls in revenue streams that constrain the amounts of resources dedicated to the

development and adoption of digital communication technologies in their service offerings.

Meanwhile, airlines in other regions, such as the Arab world and North America, have made

considerable investments in technology-based communication platforms to enhance the level of


their service delivery and maximise profitability. Additionally, knowledge gaps are exacerbated

by the lack of qualified personnel with the ability to foster innovation or implement digital

communication, thus forcing many airlines to rely on international experts at resultant higher

costs.

In addition to knowledge gaps, there are downsides to reliance on technology, most

notably the loss of personal contact travellers previously enjoyed with airport employees. The

loss of such interpersonal relations could lead to the entrenchment of negative perceptions about

airports in travellers, especially those with special needs due to language, cognitive and cultural

barriers. In any event, some technologies may not be suitable for all travellers. For example,

most digital kiosks located in some airports do not cater for travellers with special needs, such as

the visually impaired, since they use touch screen technologies, which may, therefore, be

inaccessible to travellers that are blind, who are unaccompanied by guides (Straker & Wrigley,

2016).

• Customer Perception

Another potential stumbling block is that some travellers may be apprehensive about

using customized apps in an airport due to the fear of loss or misuse of personal information and

data, making extensive deployment of digital technologies undesirable to some (possibly

significant) sections of the consumer base. Some airports have dedicated significant resources to

educate their current and prospective customers on the need to embrace such technologies for

enhanced efficiency and effectiveness of the services on offer. It is important for airports to

determine the specific technologies that are needed or demanded by their various customer

segments, so as to mitigate concerns among such customers. For instance, airports can conduct

studies to determine the level of technology needs for customers from different regions, so as to


make their digital technologies adaptive to local needs. Digital apps can also be made more

interactive through simple user interfaces to maximize customer preferences and controls

(Straker & Wrigley, 2016).

Phillips (2016) states that a significant gap in the adoption of digital communication

technologies in airports is that most airports do not have sufficient employees to guide certain

segments of travellers, such as ‘baby boomers’ and older passengers, who may not be adept at

using digital technology. Despite efforts by some airports to provide support staff offering

guidance to travellers on the use of their apps, staff is limited, meaning most of the travellers,

especially the elderly, face challenges in accessing some of the services they may need or want,

such as retail services. As such, airports in conjunction with airlines need to deploy more support

staff across terminal floors to offer assistance to the ever-increasing number of travellers and

educating customers on the benefits or the digital communication technologies. At the same

time, service staff inevitably engage in confidence-building efforts for travellers who are

apprehensive about using digital communication technologies. In addition, digital kiosks at

airports could also be equipped with additional services, such as audio connectors, to enhance the

variety of options for travellers, such as for the disabled and sight-impaired, in accessing the

required services.

• Airport Architecture

Straker & Wrigley (2016) add that another persistent challenge facing the adoption of

digital communications at airports is the architecture of most airport terminals. Many have areas

with thick glass and multilevel designs, creating difficulties in determining the exact location of

travellers by airport personnel, making it even more difficult for the airport management to

facilitate safe and secure transit of passengers through the terminal building to their final


destination. This means attention must be paid to the architectural design of terminals to suit the

usability of digital communication devices, as well as ensuring technologies have adequate

capability to ensure they are accessible to passengers regardless of their location within the

terminal building (Straker & Wrigley, 2016).

• Demographic Challenges

According to Chen & Batchuluun (2015), demographic challenges are significant and a

major gap that digital communication technologies in airports must face. Many passengers from

the developing world have a higher preference for manual check-in desks, as opposed to using

the digital communication. These passengers, however, may be from regions where airlines and

airports are seeking partnerships with the emerging economies. In terms of demographics, much

of the current crop of technology tends to be preferred primarily by the young and the working

class, whereas most of the aged, as touched upon earlier, are more accustomed to non-digital

technologies (Arif, Gupta & Williams, 2013).

• Cultural Trends & Societal Expectations

Cultural trends and societal expectations can also play a role in determining the level of

preference for digital communication technologies in airports. In many countries there are legal

restrictions around the deployment and use of advanced technologies. Approval processes, in

such cases, can be lengthy and arduous, differing from country to country. Such impediments

introduce problematic imbalances in the seamless adoption of digital communication

technologies in airports and can hinder the operational efficiency of international airports. The

existence of these challenges means airports face regulatory, in addition to technical and

logistical hurdles, when developing digital communication solutions to address diverse socio-


demographic and geographic needs, since a solution acceptable in one location may well not be

acceptable in another location (Chen & Batchuluun, 2015).

Arif, Gupta & Williams (2013) note another gap that exists in the adoption of digital

communications by airports is the lack of capacity to exchange and share data needed to enhance

a uniform level of customer satisfaction. Some airports have adopted their own ‘home-built’

solutions to develop digital communications apps; others have outsourced such services to

independent entities, making it difficult for customers to access services. In some airports that

outsourcing has been to entities that have no experience in airport operations. Such disconnects

can lead to uneven customer experiences as they move from one airport to another towards their

destination, revealing the need for airports in a region to develop a common strategy in the

adoption of digital communication technologies to create a uniform customer experience (Chen

& Batchuluun, 2015).

Though digital communications offer a range of potential savings and efficiencies, the

capital expenditure incurred in installation and operational expenses of ongoing maintenance of

most of the digital applications are a serious consideration in the adoption of digital

communications in airports. The aviation business is a fiercely competitive dynamic, with

airports competing for airlines and airlines vying for new routes. With the growth of low-cost

carriers introducing new economic drivers, the decision of, say, a regional airport in

Birmingham, UK, or more recently, in Canberra, Australia, to vie for international travellers, can

have immediate economic effects on nearby larger players, such as London Heathrow and

Sydney Kingsford Smith, respectively, which may inhibit investment in innovation. While many

airports have turned to non-aeronautical incomes to supplement their main revenue streams, i.e.

airline fees and passenger revenue, airports may also need to form alliances (just as airlines have


done), in order to develop capabilities for continuous innovation. Alliances between airports

would also facilitate the development of robust systems, including ensuring their technology

systems are secure, which, as Kalakou & Psaraki-Kalouptsidi (2015) point out, is a major

challenge for airports. The use of wide-area and intelligent security solutions have long been the

target-rich environment for hackers and intruders, which increasingly include a growing list of

state actors, criminal enterprises and terrorist groups, not to mention pranksters and activists,

aiming to compromise such systems. The threat posed by identity thieves in this era of terrorism

has made it necessary for airport management to implement high-tech and current digital

technologies that bolster security and mitigate threats, although the reality is that security cannot

be guaranteed. Security in the digital environment extends to developing hi-tech systems to

protect online assets, to using digital technology to protect physical assets; many airports, for

example, have installed long range and thermal imaging cameras, motion detection sensors and

ground-radar detection technologies to enhance the security of the airports. Security expenditure

is seen as a cost of business with no direct return on investment. As such, the costs may require

airports to impose higher charges on stakeholders, such as airlines and retailers operating within

the airport, to recoup their expenses. Higher charges inevitably will be passed on to the end-user,

reflected in higher ticket prices or payment of supplements/fees, which could have the knock-on

effect of reducing the consumer favourability in using airports and/or destinations (Chen &

Batchuluun, 2015).

• Summary

In summary, knowledge gaps that have been identified in the research problem, include

Knowledge gaps and technical capacity limiting digital communication adoption

resulting in differences in the profitability and performance of aviation companies


in developing countries, since low profit margins fail to encourage development

and innovation.

A lack of attention to catering for the loss of interpersonal contact between the

airport staff and the passengers as a result of technology adoption in hubs,

whereby passengers deal mostly with technology rather than people, resulting in

less personal contact, which in turn can lead to negative service delivery,

especially for special needs passengers.

In the same vein, there is a lack of understanding as to how airports should

address the lack of specialised staff to guide and offer assistance to the aged.

Improvement in the digital world does not entirely remove the need for an

employee able to engage with customer needs (Phillips, 2016).

A dearth of studies examining the adoption of specialised equipment able to serve

all consumer segments so as to cater to a variety of customer needs, including

various demographic characteristics and customer preferences (Chen &

Batchuluun, 2015).

There is a knowledge gap in the impact that architectural designs and structures

have on customer experience, since the current layouts and designs have raised

concerns about customer confusion and disorientation, when customers find it

hard to identify their terminals (Starker & Wrigley, 2016).

A gap exists in the lack of digital communication that enables quick sharing of

information in hubs and thus leads to creation of information asymmetries that

may reduce the quality of service to customers (Arif, Gupta & Williams, 2013).


A deficiency in knowledge as to how the aviation industry can enhance security

systems to protect against hackers and hijackers that provide cyber-pathways for

terrorists and criminals (Kalakou & Psaraki- Kalouptsidi 2015). This gap is most

prevalent in developing countries.

There is also a knowledge gap in understanding the overall cost/benefit of

installing and maintaining the digital communication systems. Such knowledge

could be invaluable to developing countries in budgeting, despite tight margins,

for future investment in the technologies, since they have a clearer picture of the

financial implications.

2.5 Conclusion

` This chapter has reviewed the relevant literature on recent developments in the broad use

of digital communication technologies in airports, in which it is clear the deployment of digital

communication technologies in airports has resulted in significant improvements in customer

facilitation and movement before and after arrival into the airport terminal. The technologies

have enhanced the real-time interaction between airport personnel and passengers. Such

interaction has also enhanced the availability of airport information to passengers in a timely

manner. Airport information, such as flight schedules, location of retail facilities, and passenger

navigation when in the airport terminal, has become available through devices such as mobile

apps. In addition, it has become easier for airport management to provide important information,

such as flight delays, through notifications that are relayed to passengers through mobile

applications. Such realities have no doubt contributed to the enhancement of the customer

experience when in the airport.


Furthermore, digital communication technologies have also minimised the delays and

inefficiencies seen in some customer touch points, such as the gate holding areas, bag collection,

security verification and arrival immigration. Many passengers complain of lengthy waiting

times, poor Wi-Fi connectivity and even difficulties in finding their way out of the terminal.

However, through the deployment of digital communication technologies, such pains have been

minimized, if not eradicated for some in many airports. Many airports have deployed digital

technologies, such as digital content kiosks, smart queuing systems, biometric identification and

even bag tracking technologies, to enhance the satisfaction levels of their clients. Through the

use of technologies such as computerised security scanners at entry points, airports have obviated

the need for manual checks of customers, which were not only an inconvenience to customers,

but were also unhygienic and a health risk to travellers, especially in high-risk regions, such as

those experiencing outbreaks (Arif, Gupta & Williams, 2013).

In many cases, though not all, aged travellers being but one possible exception, digital

technologies have evolved the level of customer relationship management between airports and

travellers. The ability to use digital apps for airports to engage travellers has been instrumental in

facilitating the adoption of proactive strategies to enhance the customer experience. Most of

these technologies have reduced the number of complaints by customers, which has enhanced the

level of brand value for many airports. The technologies have also enhanced the level of self-

service within airports, since customers can seek directions and clarifications on their digital

devices, such as smartphones or other personal devices, as well as at the public digital kiosks

placed within an airport. Such personalisation of the service has enhanced the value proposition

within airports that enriches the customer experience (Arif, Gupta & Williams, 2013).


Also, the deployment of digital communication technologies in airports has arguably

reduced the vulnerability of airports to security threats. The technologies such as imaging

systems around the boundaries of an airport, coupled with ground and radar surveillance, have

improved traveller security, except in isolated incidents. Such improvements have encouraged

the nature and number of travellers preferring air travel for its efficiency and effectiveness.

Further, the enhanced communication between ground and air personnel through digital

communication technologies has reduced the likelihood of accidents or incidents in critical areas

of airports, such as runways and apron areas. It ensures passengers, especially international

travellers that make several stopovers, have little to fear regarding their security, especially in

countries or regions perceived as danger zones, all of which contributes positively to higher

satisfaction levels and enriches the value chain for airports.

Though there is much to be found by way of positive trends, there is evidently still some way to

go, as revealed in a number of knowledge gaps. These gaps highlight a relatively new area of

potential research and development into how adopting communications technology could further

improve passenger facilitation, especially in respect of transit passengers, both in the air and on

the ground at international airport hubs.


Chapter 3- Research Methodology

3.1 Introduction

This research methodology chapter outlines the approaches used in the collection of data

and how the collected data was analysed. The chapter also provides details of the main theories

and concepts that underpin the adoption of these approaches; including details of such theories

and concepts facilitates the easier replication of similar potential studies in the future and in other

locations. The chapter will provide explanation and justifications for each of the sections within

the chapter and clear reasoning behind the selection of every approach.

3.2 Research Design

The research design is the overall strategy that is adopted in a research study so as to

integrate the different parts of the study to ensure the objectives of the study are attained. The

research design ensures that the evidence collected through the data of the study is sufficient to

facilitate the solving of the research problem in an unambiguous manner. A variety of research

designs were considered for the development of this thesis, and then discounted. For example,

exploratory design ideally suited to theoretical or hypothetical inquiries, and explanatory

research, where the researcher aims at understanding the cause and effect relationships that exist

between different variables in a study, were weighed against adopting descriptive research

design, which aims at obtaining additional information or insights into a phenomenon that has

already been studied in the past.


Given the relative recent ascendancy of digital communications technology and the

limited availability of research into its use in airport hubs, especially in relation to transit

passengers, the descriptive research aim of explaining a phenomenon in more detail primarily

through providing additional information that enriches what little, albeit far from scant, research

is already available, is ideally suited to this thesis. This is especially true if that additional

information facilitates making predictions or inferences into the future possibilities and

identifying trends. The selected research design promotes the use of both qualitative and

quantitative methods in the collection and analysis of data (Kothari, 2004). Descriptive research

design was, therefore, considered optimal, since it provided a sound basis for the collection of

adequate data within an airport setting and, importantly, it facilitates the study of attitudes,

perceptions and opinions of travellers using the Dubai International Airport, regarding the

various digital communications deployed. Similarly, a descriptive research design approach is

crucial in revealing some qualitative aspects of the customers that cannot be measured using

exploratory or explanatory research designs. The adoption of a descriptive research approach

promoted the use of both qualitative and quantitative approaches to broaden the scope of the data

being collected. Such data may provide further insights into the area of study and inform the

management of the airport in other areas where travellers may prefer digital communications

technologies to be deployed within the airport. Another important aspect is that use of the

descriptive research design approach also permitted the researcher to ensure the confidentiality

and flexibility of the research process, through respondents being asked to respond to a

questionnaire in a confidential manner and in their own time.


3.3 Research Philosophy

Research philosophy refers to beliefs and convictions of the researcher regarding how the

data for the research should be gathered and also analysed (Kothari, 2004). This research adopts

a post-positivism approach, in which it is accepted that the personal knowledge and expertise of

the researcher will have an integral role in interpreting the findings made from the data, since

human knowledge and capabilities are not always necessarily based on solid foundations, but

rather on different forms of conjecture.

3.4 Research Approach

Two main forms of research approach were considered for this study: The deductive

approach, which tends to be quantitative in nature and is used when a study aims to test a theory

using a predetermined hypothesis in order to determine causality using known empirical

methods; the inductive approach, on the other hand, aims at analysing the collected data so as to

generate new theories or perspectives and utilises a set of research questions that are tied to the

objectives of the study. Since the aim here was not to test any particular theory but to explore

previously studied areas from a different perspective, the latter approach, which tends to be

qualitative in nature, was adopted for this thesis, primarily because it held the potential for the

discovery of new phenomena.

3.5 Sampling

The study utilised probability sampling to collect information from the targeted groups of

respondents i.e. travellers transiting within Dubai International Airport. Probability sampling is

an effective approach, since it provides a chance for equal selection of the sample between


members of different groups. Hence, the method provides equal probabilities and has less bias in

sample selection compared to other methods. The rationale for selecting probability sampling is

that the approach offers a better chance of collecting results that are less biased. Such an

approach also facilitates a higher level of representation of the targeted population through the

sample, which is vital to ensuring the conclusions and inferences made from the data are factual

and representative of the population.

The targeted sample size for this study was 100 respondents and, since the main target for

the study was transit passengers, the study deployed the use of simple random sampling in

determining the respondents. Such an approach ensures that every passenger had an equal chance

of being selected to be a member of the sample, thereby eliminating any inherent and/or

conscious bias that may undermine the quality of the data collected. Simple random sampling

was also preferred since most of the members of the targeted population would be similar in vital

respects; notably, most would be using Dubai International Airport as a transit point to other

destinations, would most likely be foreign, meaning they would have no personal attachment to

the airport, would use the same routes as other passengers within the airport, and being general

travellers, as opposed to VIPs, would be subjected to the same security checks and processes.

3.6 Data Collection

For the collection of data to be a smooth process, relevant permission was obtained from

the supervisors and airport managers. The airport manager gave the researcher permission to

engage with hub employees and also for the hub employees to provide any relevant information

to the researcher. The two primary sources for collecting data were, firstly, from airport

operations; secondly from passengers.


In terms of airport operations, the researcher’s direct observations determined the

modalities used by airlines to communicate with their customers on incoming flights, which were

vital in arriving at valid conclusions based on the nature of observations made (Neuman, 2006).

The observations also provided the researcher with an opportunity to seek clarifications

from the airport personnel on how customers access information regarding their onward flights

before they land. This information is important in facilitating the timely transit of passengers to

their onward flights without delays. Also, through direct observation, the researcher was able

identify whether customers were able to navigate the airport so as to identify the gates they

would use based on the nature of their travel. Of special interest was identifying any transit

customers who got lost or could not identify what gate they were supposed to use.

The second stage of data collection from passengers involved the use of open-ended

questionnaires. One of the main attributes of using the questionnaire approach is that it enabled

the collection of significant amounts of data from a sufficiently sized population in a cost-

effective manner, as well as making it easier to quantify and analyse the data collected using

minimal resources. Limiting interactions between the researcher and the respondents also helped

eradicate interviewer bias. That said, questionnaires could be of limited use in determining the

emotions and attitudes of the respondents. The use of open-ended questions, however, did not

limit the respondent to any specific answers and accorded them more leeway to include

additional information when answering questionnaires. The extra information was beneficial in

that it gave the researcher an opportunity to assess the perceptions and feelings of a respondent

on issues being addressed. It also helped point to gaps in the current communication processes

between ground and air from the customer’s point of view.


Additionally, open-ended questions reduced response error, since there was a greater

likelihood of the respondent reading and understanding questions, as compared to close-ended

questions where a respondent is only required to tick boxes with predetermined answers. In some

cases, a respondent might not even recall the answers given in the case of close-ended questions,

unlike open-ended ones.

The questionnaires were handed to respondents as they waited for clearance at various

points within the airport at different times of day, based on traffic volumes. The respondents then

dropped the completed questionnaires at strategic places within the airport before they left for

their other destinations.

3.7 Data Analysis

The data collected underwent various processes to ensure the objectives of the study were

attained. The first stage involved data processing, using spreadsheets to classify results into rows

and columns based on the similarities or trends in the responses received from the respondents.

The second stage involved data cleaning, which entailed:

• Identifying all the research data collected for effective cleaning

• Identifying data that is likely to benefit the research

• Discarding data that was incomplete;

• Record matching different responses from the respondents to each of the

questions; and

• De-duplication to eliminate duplicated answers to be ignored and not considered

for analysis.


The process enhanced the originality of the collected data so as to maintain the validity of

the study (Adèr & Mellenbergh, 2008).

The data was then analysed using a mixed methods approach, i.e. qualitative and

quantitative methods; the main qualitative method used was content analysis; the main

quantitative method used involved the calculation of descriptive statistics, such as the median,

mean and standard deviation of the collected data. The use of the two approaches was vital in

enhancing the quality of the inferences drawn from the data. Data visualization techniques, such

as graphs, pie charts, and tables, were applied to enhance the visibility of the data being

analysed.

3.8 Validity and Reliability

The validity of a research study entails determining the credibility of the research process

so as to decipher whether the findings of such a study are genuine. One form of validity is

internal validity, which refers to the credibility of the research processes and instruments

deployed during the research process. For this study, the researcher developed clearly worded

questions aimed at addressing the topic under investigation. The researcher was acutely aware of

the fact that some of the passengers may not have had advanced English language skills, since it

would likely be their second language. As such, questions were carefully structured in simple

English to enhance easier understanding and comprehension. The fact that the questionnaire used

open-ended questions, as previously discussed, gave participants the resulting freedom to express

themselves and further enhanced the level of internal validity for the study, ensuring the

instruments deployed measured what they were intended to measure.


In terms of external validity, which relates to the possibility of the results obtained in a

study being generalised beyond the confines of the current study, this study drew travellers as

respondents, rather than local workers in the airport. The answers they provided were based on

their experiences within the confines of the airport as they utilised the various forms of digital

communications installed at different points within the hub. As such, the findings of this study

could easily be generalised to other airports with similar facilities and status, regardless of

geographic location.

In addressing the reliability of a study, in other words the possibility that, if a similar

study were to be conducted, the findings would be similar, the reliability of this study was

assured through respondents accessing the identical facilities, i.e. digital communication

platforms within the airport. The questions were based on the digital communication

technologies accessible to all transit passengers using the airport to connect to their destinations.

This means if a similar study is conducted, the same services, i.e. digital communications, would

be accessible to future respondents, thereby offering a high level of reliability.

The reliability and validity of the research instruments were tested for credibility whereby

the researcher conducted a pilot study in the airport so as to establish whether the descriptive

methods would yield enough information that would be fit to provide recommendations and

conclusions, so as to fill the existing research gaps and also reinforce the existing studies. The

researcher visited the airport weeks before the commencement of the research and issued 12

questionnaires to random respondents. He also engaged in informal conversations with random

persons and observed various aspects so as to establish whether the observations would provide

quantifiable and adequate information for purposes of analysis. After the questionnaires were

returned, the researcher was able to eliminate ambiguous questions and clarify any unclear


statements that would have resulted in misinterpretation of information. Any grammatical errors

and irrelevant information were also eliminated. After the adjustments, the questionnaires were

issued again to a different group of respondents in order to make a final assessment. After the

pre-test of questionnaires, they were ready for the real field data collection. Information from the

pilot study was not included in the data collected in the final study, since the intention was only

to test for validity and reliability of the descriptive research approach.

The validity and reliability process further adopted the test-retest process to determine if

the data given by the research participants was similar on two occasions. Reliable data was

determined by positive correlation between the test and retest data. The process was effective in

enhancing the quality of the research process as well as ensuring the appropriate information was

provided in order to enhance decision making. Additionally, the validity and reliability process

further promoted the chances of determining the usability of the research data and demonstrated

how it serves as an actual representation of the real life situation.

3.9 Ethical Issues

One ethical issue that needed to be addressed was informed consent, whether through

observation or in relation to answering the questionnaire. The researcher scrupulously ensured all

respondents were clearly informed of what the research entailed. They were also informed of

how the collected data and information would be used. Each of the respondents was also

informed of their right to withdraw or refuse to participate in the research and that participation

in the research was entirely voluntary. These measures not only ensured the respondents did not

feel they participated in the research under duress or coercion, it ensured the data collected was

genuine and of high quality.


Another ethical issue was the privacy and confidentiality of the information provided.

Participants, again whether those involved in observation and discussions or respondents to the

questionnaire, were assured that the information they provided would not be shared with any

unauthorised person or entity and could be used against them. To further protect the privacy and

confidentiality of the respondents, the researcher used pseudonyms, rather than the actual names

of the respondents. Ensuring the anonymity of the participants and respondents enhanced the

quality of responses, since there were no fears of victimization resulting from the information

provided.

The researcher adhered to the highest levels of honesty, integrity and fairness throughout

the research process. The researcher adhered to professional guidelines when analysing and

reporting on the findings of the research, including ensuring that there was no falsification or

manipulation of the results. By observing the highest levels of objectivity and integrity during

the research process there were no incidents that might have raised concern or any conflicts of

interest.

3.10 Conclusion

This chapter has outlined the main methods and techniques deployed to gather and

analyse the data, along with the theories and reasons underlying the selection of approaches

adopted. This allows the current study to be replicated within similar settings so as to determine

the authenticity of the findings. This chapter also outlined the main ethical concerns connected to

the study and how each of those concerns was addressed in order to establish the validity and

reliability of the study.


Chapter 4: Data Analysis and Presentation

4.1 Introduction

The overriding purpose of this study was to establish the impact of digital communication

on passenger facilitation in airport hubs, utilising Dubai International Airport as a case study.

This chapter details the analysis and presentation of behavioural, institutional and informational

data collected. The researcher was a reflective practitioner in the study and was a participant-

observer of the hub in order to acquire empirical data for a longitudinal study. This means that

the researcher was physically present to witness any positive or negative effects of the digital

communication in the natural setting of the study phenomenon. According to Chen &

Batchuluun (2015), participant observation refers to a situation where a researcher is required to

spend considerable time in the field, study the phenomenon within its social and cultural context,

and make conclusions from observations learnt in practice. This research sought evidence

supporting the research problem in Dubai International Airport and aimed to minimise concerns

over objectivity in order to maintain the research rigour by viewing any employees involved and

participating passengers as collaborative informants.

4.1.1. Role of the researcher in the study

During data collection the researcher played a number of roles so as to make sure the data

collected was framed to fit the objectives of the research and also to ensure that the information

collected was relevant and unambiguous. Some of the roles played included:

• Ethnographer: Chen & Batchuluun (2015), describe an ethnographer as a person

who studies the specific cultures and practices of a certain group of individuals or

independent entities in order to make empirical inferences. The researcher


administered questionnaires and also engaged in participant observation in order

to acquire information. The researcher in the course of the project studied the

organisational culture, internal controls and employees of the Dubai International

Airport and made constant enquiries from inside the entity. The enquiries were

often non-programmatic, open and informal conversations with the likes of

colleagues, executives of the Emirates Airline Digital Lab, and service providers

to the company.

• Professional: The researcher had a pre-existing broad knowledge of the research

phenomenon and a solid foundation of general information and experience

concerning the aviation industry and airport operations. As such, he was able to

understand what he was studying and was, therefore, able to conduct professional

in-depth research. Applying personal knowledge in his conversations, enquiries

and seeking appropriate permission, he made a good impression and earned the

trust of the managers, who in turn allowed him unlimited access to sources and

contacts, which he elicited from the company and which added to the diversity of

the informational sources.

• Historian: The researcher accessed open-source data originally generated by the

company and accessible to the outside world, including company journals,

financial reports, business plans and newspaper articles. The researcher had

sophisticated background knowledge and his long history of airport operations

enabled him to quickly and accurately identify the key areas contributing to the

research.


4.1.2. Synopsis of data collected

Data was collected through participant observation by the researcher and also through the

administered open-ended questionnaires, which were given to the various randomly

selected respondents. This data was then analysed using both qualitative and quantitative

techniques, so as to establish contribution to the case study.

4.2 Part one of the study: observation

4.2.1. Evaluation of the case work

Observation as a method of collecting data can at times be faced with issues of bias, since a

researcher may prefer to bend his observations to fit his own opinion. Lee (1989) designed a

model that is used as a basis for evaluating the reliability of observed data known as the MIS

data. In this case, academic study was enriched with the practice of the researcher as a

participant-observer, while the reliability and validity of the research results were enhanced by

the accountability of the researcher to his work at the airport. The research approach was

subjected to a test to check the compliance of the study with the natural science model of MIS

case study research, based on Lee (1989). It was essential to establish if the researcher had failed

to comply with any of the expectations of the model due to compromised objectivity. The

analysis is presented in the table below.


Table 4.1 Evaluation of the casework, Lee (1989)

Problem Solution

Making controlled observations

The researcher made controlled decisions in the natural settings of the case study by testing the same theory on different occasions (e.g. finding out the major challenges facing customers)

Making of controlled deductions The researcher made controlled decisions following the verbal comments received from different conversations.

Replicability The research results from the case design can be applied to diverse cases

Generalisation

The resulting theory is not only applicable to the Dubai International Airport but can be applied across other airports in the world and still provide similar if not the same results.

The study established the reliability and validity of the research information collected and

eliminated concerns over the subjectivity of the researcher or the lack of rigorousness in the

study. The observations and deductions made were controlled by what the researcher had

actually seen, heard or experienced during his time at the airport as an observer. According to the

above test model, the results were also reliable as it was possible to use the findings in any other

airport setting and still come up with similar if not the same results.

4.2.2. Research context

The study was based in the Dubai International Airport and involved participative

observation where the researcher was an active participant of the research and also administered

questionnaires at various points of the research. Through presentation of the relevant documents

from the institution, the researcher was allowed unparalleled access to information. Any


employees involved were well aware of his existence, which made the research easier as he was

able to establish friendly relations and conduct informal conversations that led to important

information being elicited. To be sure, there were a few problems with hostile workers who did

not welcome being studied, as well other who were ‘not themselves’ once they realised they

were in fact being observed, but since the study was not based on the employee behaviour, other

sources of information, such as records and documents, were able to ensure the validity of the

information to avoid biased effects (Neumann, 2006).

4.2.3. Characteristics of participant process enhancing collection of data

The researcher was a participant-observer, which means he actively participated in the

activities of the company as desired, though his main aim was to collect data. This method was

chosen as a number of inherent characteristics made it the most suitable for a case study of the

hub, including:

• The process guided and established relationships with informants;

• It formed a platform to identify the technological advancements of the hub from

first-hand experience;

• The process aided the researcher in getting first-hand information on the

interpersonal relations, structure of the organization, culture parameters and the

prioritised activities;

• It was far easier to understand the organisational culture in terms of leadership,

politics, taboos and social interactions, and find out facts that no one would have

disclosed in the case of external interviews;

• Familiarity with the employees of the organization was already established; and


• It was the most convenient method to collect data relevant to a case study.

4.2.4 Number of observations

The data collected was written down in form of field notes to be discussed in this chapter.

The field notes included various aspects of the study, such as observations made, conclusions

drawn from informal conversations, and reference information acquired from the organisation’s

documents. The researcher recorded more than 100 observations, of which a total of 100 were

retained, some of which were related to each other, while others made a unique point in their

own right. The research followed a systematic process to achieve these results. The observations

made were initially random but then narrowed down to specific observations as the study

progressed. The table below (Table 4.2) shows the chronological order the researcher used to

made observations in order to ensure credibility and organisation of information and also

showing the frequency of observations noted during each stage.


Table 4.2 Frequency of observations

Type of observation Description Frequency Percentage

Descriptive observation The researcher observed anything and everything and

assumed they knew nothing about the hub 10 10%

Focused observation The observations emphasised the different types of

activity information gotten from informal conversations. 40 40%

Selective observation Emphasis placed on the different sets of activities that

showed evidence of the research problem 50 50%

Totals 100 100%

From the figure 4.2 above it can be noted that the researcher started off by conducting a

descriptive analysis and with a broad range of observations totalling 10 general observations that

supported the research, which constituted 10% of the total observations. The next step was to

conduct the focused participant observations where observations were more specific and

included informal conversations that were not recorded, which generated a total of 40 results and

constituted 40% of observations. The final stage of the participant process comprised selective

observations of carefully selected areas and activities that were most relevant to the research,

which also entailed recording contemporaneous field notes. These final observations totalled to

60, which constituted 60% of the total number of observations.

4.3 Descriptive Observations

4.3.1. General information observed about the airport

In the initial stages of the case study, the researcher made repeated observations around

the airport to get the general overview of the airport and general operations. One immediate

observation was the busy nature of the hub and sheer volume of passenger traffic. There were

two terminals, with a third one under construction. In addition to passenger terminals there was a


cargo ‘mega terminal’ used for loading and offloading of cargo. There were a total of six

taxiways and aprons to facilitate the transportation of passengers. The researcher counted a total

of 15 hotels servicing the airport, which ranged from five- star hotels to basic motels, offering

both food and accommodation to passengers. Throughout the airport, fully integrated and

powerful platforms for video interface and fire management equipment were in place to monitor

the security and safety of the airport environs (Adèr & Mellenbergh, 2008).

4.3.2. Number of passengers alighting and booking flights

The very first thing that is evident in the Dubai international airport is the volume of

passenger traffic. During the case study, the researcher took field notes on the number of

passengers alighting and booking flights via the airport. The figures were displayed on a digital

board on the wall, where passengers were made aware of their flight details. The figures from the

landing planes were also displayed and so it was easy for the researcher to record the data for

later analysis. Table 4.3 below shows the number of passengers over a four-day period, rounded

up to the nearest thousand.

Table 4.3 Passengers tally at Dubai International Airport

Day Number of passengers

Change

Day 1 68,000 - Day 2 69,000 +1.5 Day 3 67,000 -2.5 Day 4 70,000 +4.4

Total 274,000

For the four days observed, the number of passengers averaged around 68,500 passengers

travelling to and from the airport. As a result, the airport was crowded and long queues were

observed at the terminals and checkpoints. Clearly, the airport was very busy.


4.3.3. Demographic characteristics of passengers

The figures below show some of the demographic characteristics of the participants of the

observation process.

Table 4.4 Gender frequency of passengers at Dubai International Airport

Gender Frequency PercentageMale 130 65%

Female 70 35% 200 100%

The pie chart below (Fig 4.1) presents the above information in a visual format.

Fig 4.1 Pie chart of gender mix

Table 4.5 Observed estimated age of participants

Age Category Frequency Percentage Children 15 15% Youth 15 15% Middle aged 60 60% Aged 10 10% Total 100 100%

The observations above are depicted in pie-chart format in Fig 4.2 below.

65%

35%

Gender frequency of passengers

male-65%

female-35%


Fig 4.2 Age frequencies of passengers

4.3.4. Gender

The researcher sought to establish the gender frequency of passengers in order to

understand any special challenges based on gender and analyse the impact of the challenges on

the various genders. From a sample of around 200 passengers observed in queues, the following

data was collected.

As seen in Table 4.4, the study established that of 200 passengers, 130 of them were male

passengers, which equates to males constituting 65% of passengers, while the females

constituted 35%. This finding was tested repeatedly with varying numbers where the differences

were so insignificant that the initial results were retained as a final conclusion.

4.3.5. Age of the passengers

Establishing the age differences in passengers was more problematic, since it was

impossible to ascertain the age of each passenger merely by looking at their physical attributes.

The researcher, therefore, created four broad categories for the purpose of analysis: children;

youth; middle-aged; and aged. This was necessary so that the researcher could establish the

15%

20%55%

10%

Age frequency of passengers

children-15%

youth-20%

middle aged-55%

old aged-10%


various challenges faced by the passengers with regard to their age and how relevant digital

communication was to their travels. The researcher walked through the airport, taking random

counts of groups of twenty people and noting the apparent category of each individual in the

group. The groups combined totalled 100 people. Table 4.5 displays the results of the survey,

which shows smallest age groups were children (15%) and the aged (10%). Youth showed a

frequency of 20% of the passenger population, while the middle-aged showed the highest

frequency of 55%. This was attributed to the fact that Dubai is considered a hub for information,

business and technology, with international travel tending to be the provence of senior and,

therefore, older, business managers.

4.4 Focused and selective observations

4.4.1. Structure of the passenger facilitation model used

The researcher started out by establishing the model used for passenger facilitation in the

Dubai International Airport. From the company brochures found in the library, the following

framework in Fig 4.3 was outlined.

Leadership and Risk

assessment

Communication and relationship

management Professionalism

Knowledge of the healthcare

environment

Business skills and knowledge


Fig 4.3 Passenger facilitation model at Dubai International Airport

The aspects of the passenger facilitation model as shown in Fig 4.3 are a combination of

various coordinated areas of the hub’s operations. The first step of the process is to establish

good communication between the airport personnel and the passengers. Every step needs

professionalism to work and to promote the customer experience. For the passenger facilitation

to be effective it is necessary for the airport personnel to have business skills so as to understand

the need of promoting passenger experiences as they pass through the hub. Another aspect to

consider is the knowledge of the healthcare aspects of different passengers, so as to address the

needs of each and every passenger. This area is emphasised because previously it was difficult

for passengers with some medical conditions or disabilities to travel; today, at Dubai

International Airport, at least, it is far easier for such passengers to do so, thanks to enhanced

passenger facilitation cognizant of their needs. The model places leadership and risk assessment

at its central core to address passenger insecurity and to enhance co-ordination and control of the

various activities at multiple levels (Gil, Miozzo & Massini, 2012).

4.5 Major challenges facing passenger’s facilitation in airports

Initial research focused on both airport employee and passengers, and then moved on to

more focused and selective observations in order to address the key research questions. The

researcher, through observer-participation, as well as conducting conversations, checking records

and reviewing company documents, collected information pertaining to challenges and

developed from this activity a collection of challenges affecting passenger facilitation. The

researcher rated each challenge on a scale of 1-5 based on the informant ratings or his personal

understanding from the frequency of the challenge in the secondary data materials. The


following Table 4.6 presents the information and the frequency at which the researcher

encountered the challenge in informal conversations with 15 informants who were selected at

random, data recorded and then reselected again to ensure data rigour.

Table 4.6 Major challenges facing the passenger facilitation in airports

Challenge Frequency Average Government intervention in Airport operations.

14 4.4

Lack of specialized employees to take care of special needs

14 4.4

Low internet access in the airport 7 3.5Passenger traffic 12 4.3 Constant power surges 8 3.9Environmental conditions 8 3.8 Insecurity 15 4.5Inadequate technology 12 4.3 Sustainability of competitive advantage

9 4.0

Flight mismanagement 9 4.1

The table above shows the various challenges and the ratings each received from the

informants. From the information collected, insecurity posed the biggest challenge to passenger

facilitation, since balancing security needs with facilitation engenders a certain level of

reluctance to invest in passenger facilitation for fear that the terrorists could leverage freedom of

movement resulting in losses of life and property. Insecurity was common to all the 15

informants.

A second common challenge pointed out by 14 of the informants was the perceived lack

of specialised staff to take care of passengers with special needs, such as the aged and the

disabled, who had difficulty moving around the airport on their own. Sight-impaired passengers,

for example, had a hard time using digital check-in equipment, since they could not see what

they were supposed to do.

There were 14 informants who gave government intervention or ownership of the

aviation companies as a hindrance to good service. Government entities are not profit-driven,


they argued, and thus may have little concern for customer facilitation strategies and any other

strategy that may address passenger welfare.

Inadequate technology (12 informants) and passenger traffic (also 12 informants) were deemed

to de-motivate passengers and reduce their travelling morale.

Flight mismanagement, leading to sudden cancellation of flights and delayed flights due

to other reasons like weather conditions, was mentioned by nine of the informants. Repeated

power surges, said eight of the informants, created tension within the passengers. Environmental

factors, such as the noise created by neighbouring industries, according to eight informants, also

affected the airport environment, again raising tension and inhibiting the ability to navigate the

airport comfortably.

To nine of the informants, aviation companies seeking to maintain a sustainable

competitive advantage and trying to minimise costs meant they only invest in passenger

facilitation if a competitor has done so.

According to seven of the informants, low Internet coverage in the airport impeded

passengers’ ability to surf the web on their phones and tablets as they waited to board their

flights, causing the passengers to be bored and thus serve as a disincentive to use the airport in

the future.

4.6 Impact of poor communication with customers connecting through hubs

To answer the second research question, the researcher turned his attention to passengers

in order to understand their views in regards to the communication, since poor communication

was seen as prevalent in hubs and affected the way in which customers connected. The

researcher analysed a list of impacts and subjected them to criticism or support from a group of


15 informants who were selected for friendly conversations, after which the researcher recorded

the data and then picked another group of 15 informants at different times and places with a view

to seeking their opinions, too. This was to ensure diversity and to avoid any bias of information.

Table 4.7 below shows the data analysis of the findings.

Table 4.7 Impact of poor communications to customers connecting through hubs

Opinion Strongly

agree Agree Neutral Disagree

Strongly disagree

Average rating

Contributes to dissatisfaction and unpleasantness of passengers

20 5 5 0 0 4.5

Non-optimization of airport resources

5 10 5 5 5 4.0

Reduced airport and airline efficiency and performance

10 10 0 5 5 4.2

Increase in passenger traffic

15 5 2 5 0 4.1

From the analysis of the above reasons in Fig 4.7, the informants rated (4.5) reducing

customer satisfaction and creating an unpleasant environment for the customers as the most

common effect of poor communication. According to the study, 25 of the respondents agreed or

strongly agreed with this view, while five were neutral on the matter.

The second-highest rated effect of poor communication was the increase in passenger

traffic as a result of poor communication as to how the queues will be organised and any general

information regarding the airport activities, resulting in confusion and passenger frustration. The

study results show that 25 informants agreed with this view, while five disagreed, and five

disagreed that there was any connection between poor communication and the increase in

passenger traffic, with two remaining neutral on the matter.


The third highest impact of poor communication was reduced efficiency in the operations of the

airport. The results show that 20 informants agreed to this argument, owing to the fact that lack

of information leads to disorganization by creating informational asymmetries (Kothari, 2004),

while, on the other hand, 10 informants did not agree.

The fourth-highest reason (4.0) was the view that poor communication would lead to non-

optimization of company resources, thus creating higher costs for services. Out of the selected

informants, 15 informants agreed, while 10 disagreed, with five neutral on the matter.

4.6. Impact of digital communication on passenger facilitation

The researcher went ahead to answer the third research question, which was the primary

objective of the research, i.e., establishing how digital communication affects passenger

facilitation in major hubs. The researcher first wanted to know the forms of digital

communication used in the airport and did so by visiting the airport’s digital control centre,

making enquiries around the airport, and examining the company’s journals. The research

established that the following forms of communication were in use:

1. Wireless communication: This form of communication included Wi-Fi, GPRS and 3G

Internet. The first form of wireless communication discovered by the researcher was the

airside wireless communication used for communication in handling planes, mechanics,

caterers, as well as the security personnel and equipment handlers to ensure security in

the perimeter of the airport and also through the digital cameras. The second form of

wireless communication is the terminal wireless systems, which provides


communications within the terminals between airline employees, passenger managers and

communication between security and first responders in the case of emergencies.

2. Integrated signage and PA systems: This communication channel was in the process of

being developed and, at the time, was yet to be deployed. Du e to the many

communication messages running through the airport it becomes hard to deliver an

important message in a timely manner, since the intended recipients may not be able to

distinguish the message from the other messages e.g. the advertisement messages or

reminder messages. This system, once developed, will be able to integrate all the

messages for easier communication.

3. Digital radio: These devices are used by the airport attendants to deliver messages on

traffic control and, on occasions, security alerts, and are the most commonly used form of

communication device at the Dubai International Airport.

4. Wired communication: Represented by traditional forms of communication, which,

though still operational, the company is working towards eliminating, such as telephone

booths and landlines.

In addition to the availability of the various communication devices, the research has also

considered the type of data being sent and types of data signal used for communication, which

included:

• High-speed data: A data stream that transmits information signals at a higher

speed than normal;


• Low-speed data: Transmitting information signals at a lower speed than normal;

and

• Ethernet: Utilizing fibre optic cables to transmit information.

Once the researcher had established the various forms of digital communication used in

the company, he aimed at finding out how the use of the digital tools influenced the passenger

facilitation in the hub. He talked to 10 informants who comprised airport executive members,

fully conversant with the effects. Table 4.8 below provides analysis of the various considerations

in relation to the effects of digital communication on passenger facilitation.

Table 4.8 Effect of digital communication on passenger facilitation

Opinions Agree Neutral Disagree Total responses

Increase in security assurance due to improved

security 8 0 2 10

Reduced flight delays due to managed flights 7 0 3 10

Streamlined operations 5 3 2 10

Saves money leading to low cost tickets. 6 1 3 10

Table 4.8 above represents information acquired from informal, non-programmatic

conversations between the researcher and ten supervisors. Each talk was held individually

without the results being discussed. From the study, the effect most agreed upon was that of

improved security. The argument behind this was that once the digital communications were


installed, it was easier to alert people of a security threat, thereby potentially saving lives,

avoiding injuries, and mitigating the loss of property. Moreover, some of the digital

communication devices contain features that enable threat alerts to a broad or segmented group

or audience, and other security features, such as:

• Emergency call;

• Radio terminal and network authentication;

• Air-interface encryption; and

• End-to-end encryption.

The results above show that eight of the supervisors agreed with this effect but two

disagreed, arguing that insecurity was not caused by lack of communication and that the digital

devices would have an insignificant impact on passenger facilitation.

The other impact of digital tools was reduced flight delays due to better management of

flights, attributed to digital communication between flight managers on the ground and the

technicians in the air.

According to seven of the supervisors, this would reduce flight delays due to reasons

other than unfavourable weather, and improve overall passenger facilitation, while the other

three disagreed.

Another impact is the streamlining of operations, which five agreed with, saying that the

digital communication tools enhanced communication, which in turn enhanced the smooth

running and coordination of the various departments, one of which was the passenger

facilitation, though two people disagreed with this idea.


The final impact was the airport saving of money that would in turn ultimately lead to

reduction in ticket prices, directly affecting passenger facilitation, which six people agreed with,

while three disagreed, saying that it was not possible for digital communication to help the

company save enough money to guarantee a reduction in charges.

4.7. Communicate with customers prior to arriving at the airport

Communication with passengers is universally recognised as an important aspect of the

travel process. Once on a flight, the passengers like to know the timing and progress of their

flight, if there are any stopovers, and any other information concerned with how passengers

should conduct themselves. In the airport, the passengers also need constant reminders on details

about their flight and luggage. The case study sought to establish the most effective ways of

communicating with customers during these times. To identify these methods, the researcher

visited the airport’s digital operations centre to observe the various methods being used and their

effectiveness in the communication role. The communication methods found in the digital

operations centre were

• Information boards: The most common method used by the airport to communicate

messages concerning flights. Departure times for each flight are displayed on the screen

for all the passengers to see. In the event of delays, information is communicated on the

screen.

• Proactive mobile communication: Reaching passengers through mobile phones and

digital equipment, such as tablets and laptops, is increasingly becoming an option. When

passengers book flights, they provide information such as their mobile telephone numbers


and email address, in case the airport needs to communicate to them. The forms of

mobile communication include email, text messages, mobile apps and social networks.

• Brochures: Customers can learn various procedures expected from them by reading the

brochures provided by aviation companies. Some companies provide important

information for passengers on brochures and place them at strategic points throughout the

airport. The brochures, however, need to be designed to attract the interest of passing

passengers, and written in a way that conveys information quickly and easily.

• Flight attendants: During a flight, any information about changes, such as an

unscheduled stopover due to unfavourable weather or a plane forced to turn around, is

conveyed to the aircraft from the airport’s control centre and passed on to passengers by

the flight crew and cabin attendants.

The researcher had conversations with the staff at the control centre when they were free

to talk, since most of the time they were busy managing data, communications, and flight

monitoring. The conversations were informal, with no set agenda order. Throughout the day, the

researcher was able to talk to ten of the workers and gained their insights into the most effective

forms of communication based on their experience. The information in Table 4.9 below analyses

the results of those conversations.

Table 4.9 The most effective mode of communicating with customers

Method of Strongly Agree Neutral Disagree Strongly Number of


communication agree disagree responses

Information boards 5 3 - 2 - 10

Mobile phones 7 3 - - - 10

Brochures 5 2 2 1 - 10

Flight attendants 5 2 1 2 - 10

According to fig 4.11, all of the participants either agreed or strongly agreed that mobile

phones were the most effective and suitable method of communicating information to

passengers, especially since most passengers would already be on their phones looking at social

networks and emails.

The second method that most participants agreed on was the information boards used to

display all information concerning all flights; eight said it was efficient, as the passengers knew

this was where their flight information was posted and so constantly checked the board for any

changes. Two participants, however, argued against such views, since most flights were delayed

at the last minute when the passengers were already waiting at the gate.

As for the use of brochures to communicate new products or explain airport procedures,

seven participants thought this was effective, since the passengers always looked for any form of

entertainment as they waited for their flights or transport from the airport. The brochures,

however, would have to be attractive enough to catch the eye of passers-by. Moreover, the

passengers would likely discuss among themselves any content in order to improve their

understanding of data. Some of the participants argued, however, that passengers were too busy

on their phones or reading other materials to be bothered with brochures, especially if these were

lengthy.

The final method observed and reinforced by the staff was the use of flight attendants to

give information to passengers as the flight progresses. This can be effective, but only to the


extent that it reaches passengers who are awake or not listening to in-flight or personal

entertainment.

4.8. Response to digital communication from the customer perspective

The research focused on responses from both passengers and the airport staff to

determine what the overall response to digital communication in addressing passenger

facilitation was, from the customer’s perspective. The researcher visited areas of passenger

concerns to find out any information relevant to the research question. One point that was clear

was that passenger facilitation model studied earlier was used from the time the passenger

acquired their tickets to travel. Ultimately, the model aims to make the journey through the

airport as comfortable as possible for the passengers. The researcher visited the passenger

waiting area and engaged in a number of conversations with the passengers. During the

conversations, he probed for opinions on the response to the digital communication tools and

how it had impacted their flights. The researcher talked to a total 30 passengers, of which 15

were first-time travellers. The researcher, therefore, picked the 15 who were frequent travellers

and analysed their answers, the results of which are contained in table 4.10, below.

Table 4.10 Response to the digital communication

Opinion Frequency Percentage Positive response 10 67% Negative response 5 33%Total 15 100%


The same information is represented in pie chart form below:

Fig 4.3 Response to the digital communication

According to the analysis above, 67 % of the passengers agreed that the use of the digital

communication had indeed facilitated their airport manoeuvres. Passengers commented their

trust in the use of airports had increased due to enhanced security as a result of improved

communication systems. This encouraged them to embrace the digital communication tools in

order to receive any announcements.

The response was positive for most of the passengers due to the fact that there was an

increase in efficiency of the airport facilities and services that were reflected in the reduction of

flight delays owing to reasons other than unfavourable weather conditions.

However, 33% of the passengers had a negative response to the digital communicators

and said that it had not improved anything significant or changed the quality of service. These

passengers complained about increases in ticket costs and custom duties to compensate the

company for investing in the digital communication, thereby forcing customers to dig deeper into

their pockets to pay more for overall airport services.

67%

33%

Overall response to digital communication

positive-67%

negative-33%


4.8 How with transfer passengers can be improved

This study attempted to identify how communication between airlines and transfer

passengers can be improved in order to enhance operations. Transfer passengers are those

passengers that alight in a hub and stay less than twenty-four hours, then board another plane and

continue with their journey (Popovic, Kraal & Kirk, 2010). Most of the transfer passengers

alight, pick up their luggage and then exit through the international terminal to apply for any

relevant documents to proceed with their journey and also clear customs. Information for transfer

passengers needs to be communicated in a timely manner so that, preferably, details can be

transmitted to the planes that the passengers are arriving on. The researcher visited the various

terminals to observe the procedures followed by the transfer passengers once they alighted and

found the following:

• Once a transfer passenger arrives he/she enters the terminal building through the

departure hall and checks in with the departure control system. Usually, the passenger

checks in himself and his baggage.

• Once the baggage has been cleared, the transfer passenger is issued with a boarding

pass with details of the flight number, boarding time, boarding gate number, and seat

number, for their onward flight. This information is also used to identify the passenger at

the security and immigration checkpoints and at the boarding gate.

• The transfer passenger accomplishes his objectives and then prepares for his flight.

The researcher wanted to find ways to improve the communication between the airlines

and the transfer passengers to facilitate timely communication. The airport communicates with

arriving aircrafts using the Air band or very high frequency radios that transmit information at


very high speed. The radio transmitters communicate information to the control centre at the

airport through the airport towers and then get feedback through the same radios on the ground.

Aiming to improve communication, the Dubai International Airport is improving the quality of

the radio transmitters to enable quality signals directly from the various departments.

4.9 Improving transfer passengers experience during the journeys

Seeking ways in which airlines could improve services to transfer passengers during their

journey, the researcher visited the terminal area to observe how the transfer passengers were

treated and identified a number of techniques that needed to be improved to improve service to

these passengers:

1. Improve communication between airlines to enhance the timely communication of

transfer passenger details;

2. Enhance customer communication skills in terms of choice of words, tone and etiquette

extended to the transfer passengers;

3. Provide complimentary services at the airport, such as free food and drink, for transfer

passengers as they await their flights to arrive.

4. Offer discounted tickets to the transfer passengers or ensure that the ticket prices are fair

for the remaining part of their journey;

5. Ensure that communication of delays or security threats reach the passengers in a timely

manner; and

6. Accommodate passengers with any type of special needs or requirements that may hinder

their transfer.


The aviation company had outlined some of these strategies in next year’s agenda and

was waiting for approval from the board of directors.

4.10 Ways to maximize returns while increasing customer satisfaction

The researcher, as a participant-observer, gained significant insight into how Dubai

International airport operates its organizational structures, organizational cultures, and corporate

governance effectiveness. In concluding the study, the last objective of the research was to find

out which strategies the aviation company could implement in order to maximize returns while

still being in a position to provide a quality customer experience. The researcher talked to a

number of executive officers and marketing staff, totalling 15 well-placed participants. It was

established that the company aimed at using customer/marketing-orientated strategies aimed at

improving service quality and securing brand loyalty, alongside cost control strategies. This

would not only help the company to gain a competitive advantage over the other aviation

companies, but would also enhance activities that would lead to the improvement of customer

service. The various participants rated strategies that they believed would lead to the desired

effects, with the following Table 4.11 detailing the results of discussions.

Table 4.11 Strategies to maximize the returns and improve customer service.

Opinion Frequency Enhance the digital equipment 13Add to the number of terminals 14Alliances, mergers and takeovers 5


Widening the route network 12 Achieving a low cost of operation 13Investing in modern aircraft 10

The participants suggested six strategies to enhance the competitive advantage of the

business and still achieve quality passenger facilitation. The strategy with the highest frequency

(14) was the construction of more terminals. Dubai International Airport’s success has resulted in

creating a busy international hub with a high level of transfer passenger traffic. Construction of

new terminals will undoubtedly help to reduce passenger traffic and reduce overcrowding in

existing terminals already operating at, or stretching, full capacity.

A total of 13 participants suggested enhancing the digital equipment used in the airport,

arguing that doing so would make operations and communications easier. Both operations and

communication played a pivotal role in enhancing the competitive advantage of the hub and also

ensuring that the customers were best served. Effective communication would also enhance

security and coordination of activities, facilitating the passenger experience.

Of the 15 participants, 13 thought it was important for the airline to reduce the costs of

operation in order to reduce charges and increase profits.

Widening the network’s route, so passengers could travel to more destinations, according

to 12 participants, would improve competitive advantage and gain more customers.

A total of 10 participants said that investing in new aircraft was also a strategy to improve

the performance and passenger facilitation, since improved comfort would enhance customer

loyalty as well as attract new customers.

According to five participants, alliances, mergers and takeovers would improve

competitive advantage and the quality of customer experiences, by combining resources and


intellectual capital to bring maximum benefits, while at the same time rationalising competition

and increasing profits.

4.11. Summary of discussion

The research resulted in high-quality information and valuable insights being recorded,

allowing the researcher to be able to collate information relevant to all the research questions

and objectives of the study. The participant-observer research approach aided the researcher in

gaining unparalleled access to information and first-hand experience of the phenomenon being

researched. Early challenges, such as the mild hostility of some employers who did not

welcome scrutiny, were quickly resolved, enabling the researcher to learn more about the

general characteristics of the hub and the surrounding environment, through descriptive

observations conducted in the earlier phase of the research.

The overall theme of the study was to establish the impact of Digital Communications on

Passenger facilitation in airport hubs based on a case study of the Dubai International airport. It

was established that digital communication could indeed have a positive impact on customer

experience. Communication was found to be a vital element in improving customer experience,

which has prompted the company to invest further in communication products and services.

Discussions of various aspects surrounding the use of communication in the hub

incorporated examining methods of communication between airlines and transfer passengers and

possible solutions to communication problems. Challenges facing the customers at the hub and

solutions to the challenges were also addressed.

Apart from customer facilitation issues, the research also sought answers to how the hub

could support the growth of the business and improve customer loyalty.


As the study concluded, the final step of the research was to explore ways in which the

company could maximise profits and also improve on the quality of services provided to

customers at the same time.


Chapter 5: Summary, Conclusions and

Recommendations

5.1. Summary of the Research

All airports are subject to varying passenger traffic flows with different characteristics,

customer segments resulting, and differing demands for resources. This research does not

provide a single or one-size-fits-all solution to the various challenges that airports face. It does,

however, point the way to potential measures whereby the efficiency of customer service,

especially for transfer passengers through major hubs, can be improved. Moreover, it identified

ways to enhance the quality and relevance of digital communication used so as to reduce

passenger inconvenience and suit the various customer needs.

Being a highly competitive industry, the air transport business demands the ongoing

implementation of diverse strategies to improve customer satisfaction, generate customer loyalty,

control costs and increase returns. The research evaluated the impact of digital communications

on passenger facilitation at major hubs, as it relates to improving customer experience and

satisfaction. The research also determined how effective the digital communication could be in

improving customer experience, as well as supporting future growth of the international transfer

business. Dubai International airport was used as a case study to determine the existing problems

and solutions in the use of digital communication and how it relates to the customer experience,

which highlighted the need to implement digital communication strategies as an approach to

improving passenger facilitation, especially for transfer passengers. That said, digital

communication serves a variety of activities in the airport and is entirely dependent on

technology that is fast and reliable.


The main problem addressed in the research includes poor passenger facilitation in major

airports, which in turn impacts the customer experience. The number of flights across the globe

continues to grow rapidly, increasingly putting more pressure on the airline industry to meet

travel demand, while at the same time competition between airlines puts pressure on airports to

improve efficiencies, control costs, and cater for changing traffic patterns, all of which have

direct implications for passenger facilitation and managing high levels of transfer traffic within

the airport.

Improving communication between airlines and customers before they land could well go

some way to reducing the number of passengers queuing at counters, as well as the number of

passengers late for boarding. Given that most customers are unfamiliar with the airport

infrastructure and where to go, customer service is integral to improving efficiency by

encouraging customers to provide part of the solution to the problems they are creating, albeit

often unwittingly.

Focus on Airports may have begun to emerge in the late 1990s, but it has accelerated in

recent years primarily due to the growth and ease of digital communications, especially with the

near ubiquity of smartphones and tablets delivering previously unheard of access, directly to

passengers.

Improved customer experience, in particular in airport hubs, is critical for maximising

returns as well as enhancing the competitive position of such airports, owing to the rising number

of similar services. Technology-focused communication or digital communication could have a

significant positive impact on processes and activities within the airport, as well as enhance the

provision of passenger-centred services to improve satisfaction. Notably, digital communication

could have a positive impact on passenger facilitation by ensuring passengers have timely access


to information from the time of buying tickets, then throughout their journey or travel. In this

regard, digital communication can also reduce the overall time spent and costs associated with

processing customer activities.

Technology advancements provide the basis for understanding the development of digital

communication within airports and the overall impact on customer experience. For example,

Dubai International Airport has been involved in the implementation of diverse digital

communication strategies to ensure delivery of a seamless passenger experience that enables

seamless facilitation of passengers to their various destinations. The airport has implemented

way-finding apps to ensure customers can navigate their way in and outside the airport with ease.

Adoption of digital communication devices could also facilitate timely sharing of information

that reduces flight delays, idle runways and lengthy turnaround times that are detrimental to the

business prospects of an airport. Digital communications have profoundly enhanced the

efficiency in airports by promoting the implementation of technologies, such as airline

sequencing systems between ground and air personnel. Digital technologies also play a pivotal

role in ensuring that smaller airports remain open, as part of larger networks and systems.

Ultimately, the adoption of digital communication technologies is important for airlines

and airports in that they could enable smooth operations, bolster security, and manage processes,

far more cheaply and faster than the traditional methods previously used and still being used by

some airports today.


5.2 Conclusion of the Research

There is little doubt that communication technologies could play an important role in

enhancing customer satisfaction and improving the quality of services delivered by airlines and

airports across the globe. For that potential to be realised, airports need to innovate, if they are to

address various problems and cater for different customer segments, as well as new and existing

airlines. For example, the use of diverse customer apps at airports can serve different classes of

customers, such as students, businessmen, and holidaymakers, thereby building a focused value

proposition for each customer segment. Through platforms such as social media, travellers can

already make enquiries on the viability of one airport over another (Chen & Batchuluun, 2015).

This capacity for data retrieval could also extend to the collection of real-time data and

information to provide insights into the specific product characteristics that appeal to each

consumer segment. As such, interactions facilitated by new communication technologies and

digital apps installed at airports could contribute to the development of previously unheard of

products and services, since it has become easier to collect data on different needs and

expectations of customers through real-time interactions between customers and marketing

personnel engaged by the airports.

Digital communication tools, however, should not be seen as a panacea to cater for

everyone. There are customer segments, such as the aged, infirm, and children, unable or

unwilling to access or operate the digital equipment. The very same people, though a minority,

could well be a major source of delays and disruptions, if there are not sufficient numbers of

trained staff on hand to guide them through the use of technology, in the first instance, or, if need

be, assist them to their destination. While the digital communication technologies could well

provide stunning solutions for the aviation industry, adoption could come at some cost for the


unwary. In order for an airport to implement a successful digital communication strategy, it must

first determine the strategic intent of such a program and implement a change management plan

with the backing of all crucial stakeholders. Most airports today have already deployed digital

communication technologies to some degree to enrich the customer experience, ranging from

smart phone apps that provide flight updates or information about retail outlets, through to online

facilities to book parking or order refreshment at restaurants.

It is reasonable to assume that adoption of and uses for new communication technologies

has barely begun and is likely to prove indispensable over time when it comes to facilitating

efficiency, speed, and customer satisfaction, not to mention help in increase the competitive

advantage of aviation businesses. This research has been effective in achieving the research

objectives as well as addressing the research questions by clearly demonstrating the impact of

digital communication in airport hubs. The research demonstrated that digital communication

impacts all aspects of airport operations, which creates the need for its adoption to enhance

customer satisfaction and performance.

5.3. Limitations of the Research

Some of the key limitations of the study involved having a small sample size which

limited the chances of making effective conclusions as well as generalizing the research results.

The research only focused on one airport thus providing specific data. Another key limitation

involved the resources used for the data such as electronic sources, time and financial resources.

Additionally, the administrative procedures also served as key limitations based on the idea that

airports administration must provide effective approvals before the research commences. As

well, some areas are restricted, affecting the effectiveness of the data collection process.


5.4 Recommendations

This section presents the recommendations from the various research questions posed by

the researcher. It is clear airport hubs will need to invest in communication to stay ahead of the

competition and attract new business. The market has delivered new tools for the digital airline

to facilitate the exchange of information concerning the control of aircraft, flight details, security

alerts and the transfer of information between passengers and airlines, among a myriad of other

uses. Nonetheless, customers face a number of challenges at the airport and during the flights

that need to be addressed to maintain the customer loyalty and achieve sustainable advantage

over other airlines. Research and discussions raised a number of recommendations and

suggestions worth considering. Although the connection to passenger facilitation may not be

immediately apparent, the fact that staff and customers consider such factors highlights the

interconnected nature of aviation operations, whereby problems and solutions in one area could

have significant implications for other areas of operation.

The suggestions and recommendations discussed, included:

1. In the case of Dubai, building new terminals that are well equipped will go some

way to reduce the passenger congestion and also lower prices of the

complementary services provided to the passengers, such as accommodation and

food.

2. Technology and infrastructure investment should not, however, distract from the

value of well trained staff, capable of developing and maintaining good relations

with passengers, being positioned at strategic points of the airport. Therefore, staff

training should include practical elements of communication, how to show

courtesy to passengers, and how to present oneself when addressing a passenger.


3. Governments should avoid getting involved in the airport business to avoid

discouraging the profit incentive of the organisations. The airports should be left

to carry out their activities independently with minimal regulatory intervention.

General involvement in the airport affairs aside, governments should still ensure

tight security at all times at the airport.

4. Power sources for the airport need to be reliable sources, to avoid inconveniences

due to the sudden power surges; alternative back up services should also be in

place. The airports should have modern generators that can sustain the operations

of the whole airport departments in case of power blackouts (Upadhya, 2016).

Adequate power is particularly important for airports that rely heavily on digital

technology to control operations, manage passenger flows, and provide mission

critical services, such as security.

5. Internet access should be improved to allow access at acceptable speeds for

passengers as they wait for their flights. This research has demonstrated how the

communication process overall improves the passenger experience. The hub

should consider adopting Ethernet services, since these are more reliable and

cheaper.

6. Security concerns and fear of losses due to terrorist attack should not deter

investment in various technologies. The premises need surveillance cameras

within and outside the perimeter to monitor any suspicious activities happening in

the vicinity of the airport. The same equipment could also readily be used to

monitor and control traffic flows.


5.5. Contribution of the research

This research has the potential to contribute important facets of enhancing the need to

improve customer relations with relation to digital communication in the aviation industry in

general, and airport hubs in particular. Some of the major aspects that have been highlighted

include:

• The aviation industry is encouraged to invest more in the latest iterations and innovations

in digital communication, since they contribute positively towards passenger facilitation.

• The various players in the industry are encouraged to share knowledge of the digital

tools, which includes the costs and maintenance and installation, in order to help

developing regions to build aviation businesses capable of contributing to the goals and

objectives of the industry.

• The aviation industry should aware of the importance of avoiding the creation of ‘one-

size-fits-all’ services and should instead segment its customer base and use the emerging

communication tools at their disposal to address the various customer segments, which

include diverse cultures, ages, religions and abilities to use various digital tools.

• Courtesy is paramount in the aviation industry and affects the various ways in which

service to transfer passengers can be enhanced.

• This study has contributed to the knowledge of the challenges facing the passengers, as a

starting point from which the industry can move forward to implement strategies to help

eliminate those challenges.

• The managers are made aware of how the research could well contribute to decision-

making and thus improve the overall performance of the organization.

5.6. Future research


Although the sample sizes could be considered relatively small compared to the total number of

passengers experienced at a major hub, this research not only explains how digital

communications impacts passenger facilitation at hub airports with particular emphasis on

transfer passengers. It also goes some way to validating their usefulness, as well as forming a

sound foundation, observations and models on which to build further research and understanding

into how trends, theoretical models and tools could develop. Future research on the topic can

focus on expanding the research to other hub airports in order to build on the results that can help

in creating appropriate recommendations for airports across the world. Future research should

also focus on large sample size in order to enhance the generalization of the research results, as

well as effectively understanding the research issue. Additionally, future research can also focus

on understanding different ways in which stakeholders can work collaboratively towards

improving the situation in major hubs.


5.5 Acknowledgements

In concluding, it would be remiss of me not to offer my sincere thanks and deep appreciation

for the generous support and exceptional guidance of my supervisors, Professor Clinton Fookes and

Professor Prasad KVD Yarlagadda.


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Appendix I

Respondent questionnaire

Section A

GENERAL INFORMATION

1. What is your gender?

(a) Male

(b) Female

2. What is your age bracket?

(a) 20-29

(b) 30-39

(c) 40-49

(d) 50 and above

3. For how many years have you worked in this company?

(a) 3-9 years

(b) 10-19 years

(c) 21-29 years

(d) Above 30 years


Section B

4. In your own opinion, what is the biggest challenge facing the passenger facilitation

process in the Dubai International Airport?

Challenge Frequency Average rating

Government intervention in airport operations.

Lack of specialized employees to take care of special needs

Low internet access in the airport

Passenger traffic

Constant power surges

Environmental conditions

Insecurity

Inadequate technology

Sustainability of competitive advantage

Flight mismanagement


5. What do you think are the major aspects of poor communication of passengers

connecting through hubs?

Opinion Strongl

y agree

Agree Neutr

al

Disagr

ee

Strongly

disagree

Average

rating

Contributes to dissatisfaction

and unpleasantness of

passengers

Non-optimization of airport

resources

Reduced airport and airline

efficiency and performance

Increase in passenger traffic

6. What are the main impacts of digital communication on passenger facilitation?

Opinions Strongly

agree

agree Neutral Disagree Strongly

disagree

Increase in security

assurance due to

improved security

Reduced flight

delays due to


managed flights

Streamlined

operations

Saves money leading

to low cost tickets.

7. Which are the best ways to communicate with customers before arriving and within

the airport?

Method of

communication

Strongly

agree

agree neutral disagree Strongly

disagree

Number

of

responses

Institutional

boards

Mobile phones

brochures

Flight

attendants


8. What is the overall response of digital communication in addressing passenger

facilitation from customers?

Opinion

Positive response

Negative response

How can communication between airlines and transfer passengers be improved?

Place a tick where appropriate.

(a) Enhance customer communication skills in terms of choice of words, tone and etiquette

to the transfer passengers ( )

(b) Provide complementary services like free food and drink at the airport for the transfer

passengers as they await their flights to arrive ( )

(c) Give discounted tickets to the transfer passengers or ensure that the ticket prices are fair

for their remaining part of the journey ( )

(d) Ensure that communication of delays or security threats reach the passengers on time. ( )

(e) Accommodate any type of passenger with regard to any special requirements. ( )

(f) Improve communication between airlines to enhance the timely communication of

transfer passenger details. ( )


How can the Dubai hub establish the most effective way to maximize returns while

increasing customer satisfaction and experience? Tick where appropriate

Opinion tick

Enhance the digital machinery ………………

Add the number of terminals ……………..

Alliances, mergers and takeovers ………………

Widening the route networks …………….

Achieving a low cost of operation …………….

Investing in modern aircrafts ……………….

Documents

HOW DIGITAL COMMUNICATIONS IMPACT PASSENGER … · HOW DIGITAL COMMUNICATIONS IMPACT PASSENGER FACILITATION AT HUB AIRPORTS WITH PARTICULAR EMPHASIS ON TRANSFER PASSENGERS Rami Elsamra