FACCULTY OF COMMERCE

DEPARTMENT OF BUSINESS MANAGEMENT

NAME NOMTANDAZO MOYO

PROGRAMME BUSINESS MANAGEMENT

LEVEL 4:1

MODE OF ENTRY PARALLEL

TOPIC

THE IMPACT OF SELF- SERVICE CHECK IN ON CUSTOMER SATISFACTION (CASE OF VICTORIA

FALLS INTERNATIONAL AIRPORT)

Chapter 1-3
 CHAPTER 1

INTRODUCTION

1.0 INTRODUCTION

The key to success for any organisation and any commercial economic activity is on the
customer .Believe and practice the principles of customer orientation ,customer
satisfaction ,attract new customers and retain old customers ,are the main issues in
organisational success (Meuter 2000). and in contrast ,the neglect of the demands of
customers result in dissatisfaction .Therefore ,the key factor in gaining customer satisfaction
and loyalty is providing appropriate services .In today s business environment that cannot
meet the needs of the customer without new technologies ,providing quality and efficient
services plays a vital role in attracting and retaining customers . Self Service Technologies
(SST) are devices with technological interfaces that enable customers to have service
independent of direct service employee involvement (Meuter 2000).This technology helps
the consumers bypass the requirement of an employee –interaction and gives them control
of a services to a greater extent .The introduction of self-service check in has been
embraced by so many industries around the world. Technology is constantly changing and
new forms are placed into operation regularly, requiring the airline industry to adapt quickly
and efficiently in order to keep up with the competition. Realising the benefits of self-service
technology most airports around the globe have shifted along to adapt the use of it.

This chapter mainly focuses on the background of the study, problem statement and
research questions, objectives ,delimitation of the study and its justification .This research `s
mainfocus was onunderstanding the impact of self-service check in and understanding its
impacton passenger satisfaction

1.1 BACKGROUND OF THE STUDY

Self Service Technologies are devices that have technological interfaces that enable
customers to produce a service independent of direct service employee involvement (M.L.
Meuter, 2000). The automation process began in the manufacturing industry and slowly
progressed to the retail and service sector. The use of self-service is not a new concept in
the service sector, banks have been using it for a long time now to begin with. The banking
industry adopted the ATM concept for reducing costs and providing better services for the
customers. The first ATM was installed in the early 1967 by Barclays Bank in London, UK the
banks started installing ATM machines in the bank buildings first and where a cash
dispensing machine was not linked to the account directly. With the spread of internet
connectivity, the ATM machines have become a part of the urban landscape and available at
parks, shopping malls or airports with many more services on offer than just cash
dispensing.

The adoption of self-service is gaining importance in other industries for two main reasons,
increased efficiency and reduced costs and labour. Self-service puts control into hands of
the customers. It has been observed that customers are now more open to experiment with
kiosks. Other industries like retail, finance, hotels, etc. are considering using of self-service
kiosks. Even libraries are trying out self-service technologies to issue books. The customers
are now ready to make bigger transactions with kiosks and many models for self-service
have been put to the test. After all this we have a new technology called self-service
Technology (SST).

As technology and consumer demands changed, SST began to play a larger role in the
service industry and became regularly used in gas stations, airport check–in kiosks and
movie ticket kiosks (Ambrus, 2006). Prior to the airline industries introduction of SST
devices, Global Distribution Systems (GDS) such as Apollo, Worldspan, Sabre, Amadeus and
System One were all systems in place that airlines and travel agents relied heavily on for
airline travel. In 1996, 90% of all U.S. flights were booked through GDS. The changing
trends in internet usage jeopardized the airlines and travel agents use of GDS’s, as
customers were now able to book directly from their personal computers which eliminated
the “middle man” better known as the GDS (Hospitality Net, 1996). GDS’s still exist today,
however much less relied upon in the travel industry.

Check-in is one of the first processes a passenger goes through in an airport. Self-service
check-in has been largely implemented in airports worldwide (Lott, 2005).Customers can
either check in online using internet on their mobile devices or check in at the airport using
self service kiosks . These kiosks allow passengers to check themselves in by inputting their
details into a computer or scanning the barcode found on their ticket, or even on their
smartphone. Customer service agents or check-in staff are often on hand to assist
passengers, but if the self-service check-in process is completed correctly then no
communication between passengers and check-in staff will take place. This is a contrast to
traditional check-in, when passengers are checked-in by a staff member, often allowing for
conversation between the two parties (Chang and Yang, 2008).

Self-service baggage check-in is also becoming a more common feature of kiosks.

Passengers can tag their baggage themselves and then leave it at a specified drop-off point
(Nijhuis, 2012). Airlines require passengers to check-in in order to gain an account of which
passengers are present, allocate them seats and check-in their baggage. In the past, this
required a high element of human-to-human contact in order for airline employees to
oversee the check-in process. However, the result of this traditional method was large
queues, as the airline could not process passengers at the same rate in which they were
arriving to check-in. Market research has also proved that queuing for check-in is one of
the biggest dissatisfies for passengers and this has led to demands from both the supply
and demand side of the airline industry to reduce passenger congestion in the check-in
area (Nijhuis, 2012).

Therefore, the answer has come in the form of self-servicecheck-in which is done either
through online or through self-service kiosks. The kiosks allow passengers to check
themselves in by scanning their tickets and prompting the passenger to input relevant
details such as the number of bags to check-in or the hotel where the passenger will be
staying. The concept of self-service check in hence serve three purposes which include
saving time for passengers, cost saving for airlines, and a space saver for airports (IATA,
2006). At present, automated check-in kiosks have already been largely implemented into
airports.Self-service technologies can be divided into two options that is on site and off site
options .Examples of onsite option may include automated airline ticketing ,electronic kiosks
in department stores ,airports ,information kiosks at hotels whereas offsite options may
include telephone and online bookings ,online check in ,online banking and shopping on the
internet (Dabolkar and Bagozzi ,2002)

Passengers spend a significant amount of time checking-in at in-person counters, especially

during peak hours. Because of this, airlines are keen to promote self-service technology
when checking into gain the benefits, specifically the reduced cost of the check-in process
and reduction of passenger queues (Chang and Yang, 2008).

According to the International Air Transport Association (IATA) 73 million of 2 billion airline
passengers use SST , while the average CUSS check-in takes 2.5 minutes opposed to
3.5minutes at a traditional service employee counter check-in (Fiorino, 2013).The adoption
of self-service is gaining importance in other industries for two main reasons, increased
efficiency and reduced costs and labour. Self-service puts control into hands of the
customers. It has been observed that customers are now more open to experiment with
kiosks. Other industries like retail, finance, hotels, etc are considering using of self-service
kiosks. Even libraries are trying out self-service technologies to issue books. The customers
are now ready to make bigger transactions with kiosks and many models for self-service
have been put to the test. After all this we have a new technology called self-service
Technology (SST).

In a 2018 survey,representatives from the airline industry expected the popularity of

inperson check in desks would decline .Predicting only 26% of passengers would use this
methods to check in their flights in 2020.This is a decrease from 50% of passengers who
used check in desks in 2018.Conversly, over this time period ,the share of passengers using
mobile phone apps to check –in was predicted to increase from 11% to 29%.(E.Mazerenau).

1.2STATEMENT OF THE PROBLEM

The number of passengers undertaking the check-in process at terminals, time spent
undergoing the check in process ,the long queues at the check in counter, continuous
power cuts whilst at the check in which has led to manual check-in again which takes a lot
of time has left many passengers dissatisfied with the service being provided whilst
checking in .Taking into consideration the case of Victoria Falls Airport(VFA) ,an airport
which has the largest number of international travellers because it is in a resort town
,there are so many passengers that flock in and out of the airport daily .However, some
airlines are still using the traditional method of check in and at peak times the check in
closure time and the scheduled departure time of an aircraft cannot be met leading to the
extension of time because of inability to check a large number of passengers in a limited
space of time .Of late ,the city has been experiencing high rate of power cuts and this has
affected the running of the services as well because once there is a power cut ,the
machines has to get re-started again ,and sometimes the machines might even fail to pick
up the running of the system after a power cut therefore leading to manual check in.All this
consumes more time and leads to passengers having to wait in the queues for an extended
period of time and that has proved to be so frustrating for most passengers .

1.3OBJECTIVES

Toestablish the relationship between self-service check in and customer satisfaction

To explore the influence ofself-service

1.4 RESEARCH QUESTIONS

Research questions

What is impact of self-service check in on customer satisfaction?

Is there any relationship between self-service check in and customer satisfaction?

Which is the most commonly used SST by passengers at VFA airport?

To what extent is airport check in affecting passenger satisfaction?

1.5HYPOTHESIS

H0-There is no significant relationship between passenger satisfaction and the check in

processes.

H1 - There is a significant relationship between passenger satisfaction and the check in

process

1.6SIGNIFICANCE /RATIONALE

The purpose of this research is to contribute inunderstanding the impact or effect that the
use of self-service technologies or technology based self-service facility has on airline
passengers when undergoing the check in process .Furthermore ,the information on this
project will present both the positive and negative effects that self-service check in has on
the airline industry and will assist in moving the industry forward in implanting Self-service
check in changes and better serve customers and the airline industry. The results of the
research could potentially play an important role in future academic research in the area of
SST.

1.7SCOPE OF THE STUDY

This dissertation is targeted to Victoria Falls International Airport. The targeted population
of this study comprises of international fliers and the domestic fliers around Victoria Falls
Airport.

DELIMITATION OF THE SUDY

The study compromised of airport passenger check in and traveller /passenger satisfaction
in the airports of Zimbabwe looking at the case of Victoria Falls International Airport
(VFA).The researcher sought to explore the extent in which check in affects passenger
satisfaction.

The new Chinese-built international airport terminal at Victoria Falls and was officially
commissioned by former President Robert Mugabe on the 18th of November 2016, at a
ceremony attended by official dignitaries and members of tourism industry. The airport now
has the capacity to handle 1.5million passengers per year, triple its previous volume and is
capable to handle some of the world’s largest aircraft. Thus the researcher looked at the
passenger check in and satisfaction from its period of commencement 2016

1.8DEFINITION OF KEY TERMS

Self Service Technology (SST) - technological interfaces allowing customers to produce

services independent of involvement of direct service employee

Self-service check in -It is a service which allows you to check-in using various methods and
avoid long queues at the airport. In case you haven’t checked in for your flight online before
arriving at the airport, you can check-in using the self-service check-in kiosks at the airport.

Kiosk – Any of a number of freestanding electronic devices or workstations designed to

facilitate various related activities such as issuing boarding passes at an airport or checking
in
Airport- it is an aerodrome mostly for commercial air transport with extended facilities
(Wragg, 2008).

Satisfaction- is the condition or a form which a person who has experienced a service that
has met his or her need at a particular point in time (Adeniran and Fadare, 2018).

Passenger satisfaction –it is the experience and perceptions that passengers have as they
use public transport (Tyrinopoulos & Antoniou, 2008). Passenger satisfaction is determined
by comparing a passenger’s overall expectations of a service with their realized experience
(Nathanail, 2008).

CUSS- common use equipment which may consist of free standing column type or counter
type workstations with built-in Automated Ticket and Boarding pass (ATB) printer. The CUSS
provides ticketed passengers the ability to perform many tasks, not limited to, check-in for
flights, select or change a seat assignment, and obtain a boarding pass for their departures.

Customer satisfaction –is an evaluation of perceived discrepancy between prior

expectations and the actual performance of the product (Oliver 1990).
CHAPTER 2 LITRATURE REVIEW

2.0 Introduction

(Bless, 2006) defines literature review as the process of analysing and reviewing information
that has been published and is relevant to the research area .The main purpose of reviewing
literature in this chapter is to intensify the theoretical framework of research .This literature
review will also enable the researcher to familiarise on earliest developments in the area of
research, to evaluate different results and to identify variables that must be used in the
research, (Bless, 2006). In this chapter the researcher review literature related to self-
service check in and its impact or effects on passenger satisfaction in the airline industry.
This will be done by reviewing theoretical and empirical literature that relate to the area
under study so as to have an understanding on how those studying relate to each other and
to the current study .

2.1The concept of self service

Self –service is a type of service in which the customer is directly involved in the process.
Looking at language of self –help books ,recipes or minor home repairs we realise that self-
service is not a new thing .In fact ,by self-service ,the consumer must do part of getting
services that otherwise the check in agents /staff would have done this ,such as collecting
the passenger s details ,in putting them on the system ,issuing out the seat number ,issuing
out the boarding pass ,tagging the bags .It therefore should be noted that that the self-
service trend is different from automation while both of these are trying to raise efficiency
of service delivery process ,but the automation is trying to replace the activity of employees
with equipment on the other hand ,whilst self-service is trying to replace these activities by
customer .Self-service technologies therefore help customers to develop independent
services without the direct participation of employees (Meuter ,2000).For example,
checking in offsite the airport using mobile devices ,withdrawal of money outside the bank
are samples of these cases (Gerber and Martin ,2012).

These technologies hence allow passengers to conduct services on their own ,serve
themselves ,anytime and anywhere they want and accessibility has been extended through
technological development as it allows customers to do business from their home and office
.It makes check in simpler to understand while reducing the waiting times of the customer
,that is no long queue standing at the check in counters is required for the passenger .SST
ensures that there is no direct control with the airlines ,as services can be operated
whenever the customer wants 24 hours a day ,seven days a week .SST has enabled
transactions to be done from home .

Past studies have acknowledged that personal interactions between consumers and
frontline employees are important for passenger satisfaction and consumer commitment
(Ganesh ,Arnold and Reynolds ,2000).And now with the rapid adoption of SST ,the concern
is the impact this potential loss of personal interaction may have on these evaluations ,as
consumer satisfaction and passenger commitment that are important for organisational
survival (Anderson ,Fornell and Lehmann,1994).

Check in

Passenger check-In comes in three ways and these refer to using the online check in facility
on the airline website, using the self-service kiosks at the airport or the traditional methods
which is through visiting the check in counters at the airport. Check-in counters can be
configured for exclusive use or common use. The exclusive use of counters can often be
identified according to certain configurations of information systems, computers, and
equipment. For example, some check-in counters are provided specifically for one airline.
Whereas, common check-in counters are configured to be used by multiple air carriers
(Wells and Young, 2011). According to( Wells and Young 2011), common use ticketing
facilities are often provided with common-use terminal equipment (CUTE) which is a
computer-based system designed for operating systems of any airline that take part in the
check-in facility.

Types of self-service check in

i) Online check in

Online check in is available through the airline `s website and the passenger can manage to
do his or her check in through mobile devises .In this case ,the passenger can manage to
process the check in at his or her own convenient time as the online service is available
24hours a day .When undergoing the online check in ,few important security questions are
asked to the passenger (security questions),the passenger gets to assign his or her seat as
per preference .After that the passenger is presented with an opportunity to download
boarding pass or one can even print it out .

ii) Self- service kiosks check in.

Self-service kiosks are normally found on the departure halls of the airport .These kiosks are
basically touch screen machines which look like ATMs and are placed or found near the
check in counters at the departure hall.A self-service kiosk is able to confirm a traveller’s identity
by prompting him or her to input a confirmation number and insert the credit card used to purchase
tickets. The kiosk has access to an airline's information database, and is able to immediately access
profiles and payment information. If the terminal is unable to confirm a purchase or a customer does
not have his or her credit card handy, the screen usually directs the traveller to a manned ticked
counter so that he or she can speak with a customer service agent.

Dabhoker 1994, classifies technology based self-service into three dimensions.

 Who delivers the service, or rather it is the employee or customer who operates the
technology?In this first case, the service provider is an employee using the
technology .Whereas in the second case, the service provider is now a machine used
by the customer in order to perform the service by itself.
 Where is the service being delivered ?The technology could be operated at the
service site or it can be delivered from the customer s home ,work or any place of
convenience
 how is the service delivered ?a service can be delivered through direct or indirect
contact meaning that the user can either see and feel the technology of the
company ,on the other hand ,indirect contact means that the user can only reach the
technology over the phone or by voice .
 Adapted from Dabholker`s 1994 classification ,Anselmsson (2001)provides a classification
scheme of self service based technology in fig 1.1 .This classification scheme basically states
that there are four major categories of technology based self service ,each with some
distinctive qualities .

Fig 1.1 Classification scheme of technology –based self service delivery

At service site At customer site

CELL 1 CELL 2 Direct contact

Customer goes to service site and Customer uses technology from home or
uses technology to perform service work to perform service .for example
eg automated ticket machines online check in ,
,ATMs ,self-service kiosks
CELL 3 CELL 4

Customers go to the service site The customer calls automated telephone

and use automated telephone service from home work to perform
system to perform service for service .For example automated ticket
Indirect
example telephone booking of the ordering of the flight from home or work
contact
flight at the airport ,telephone ,telephone banking .
banking at the bank
Source:
Anselmsson 2001

Checked in luggage on self-service check in

If a passenger has used online check in or self-service kiosk for check in, one can just go
straight to the baggage drop queue .This is sort of express queue where a passenger simply
drops off his or bags for tagging and processing because one would have already checked in
individually.At check-in passengers need to be provided with four types of services which
are ticket purchase, check-in, boarding pass, and checking baggage. According to (Hsu,2012)
four standard check-in facilities exist in the operations of air carriers among airport
passenger terminals.

Traditional check in

Service encounters have been defined as face-to-face service interactions between a buyer
and a seller (Curran et al, 2003) for example when passengers arrive at the airport and
head up to the check in counters to get checked in and be issued out their boarding passes
by the check in agent . At this time the guests are checked in to their respective flights , their
personal and travelling information is obtained, and the passengers are directed to the
screening point .Check-in encounters between passengers and the check in agents have
always been an important interaction traditionally performed by front-office staff (Beatson,
2007). It is one of the first encounters between the passengers and the check in staff where
the passenger develops a strong first impression about the quality of service in the airport
itself. This interaction sets the standard of service quality that passengers can expect to
receive since the passenger would have not gone through other airport processes.
Therefore it is very essential that while effectively performing the check-in procedure,
employees are polite, knowledgeable and friendly so that passengers may feel welcome
(Verginis and Wood, 1999).

2.2 Self-service technology advantages

As the airline industry continues to expand and the demand for SST changes, airlines have
taken hold of SST and have been able to provide customers with technology they have
longed to use .Of late, airlines are now placing the power in the customer s hands and
allowing them to perform multiple tasks that could be performed by a service employee.

Increased control over the service delivery

The customer gets to have control over the service delivery .This is through the fact that the
customer has control over the service process .When talking of increased control service
delivery both the airline and the passengers are beneficiaries of the use of SST .Airlines are
able to control the entire SST interaction with their passengers from behind scenes whilst
passengers are able to control most aspects of interaction with SST .The airlines have power
to control on what information that passengers should access whereas the passengers have
power to control or manage their traveling arrangements through such devices .The
passenger is able to choose various services that suit him or her through the online
service .These services include changing of flights ,changing personal information ,checking
flight status ,changing seat assignments ,check in and many more ,all which provide the
passenger with the feeling of control (Weiss,2006).Basically the control aspects benefit both
parties involved in the transactions .

Convenience as SST is available at almost every hour and multiple location

Self-service check in knows no boundaries, it is not limited by geographical distance or

geographical boundaries .This means that the customer is able to use the service at any
hour of his or her own convenience as there is no limitation to either time or location when
it comes to online check in using SST .Passengers are able to check themselves in a matter of
seconds even when minimum or no staff is present opposed to waiting in long lines.

Privacy

Self-servicekiosks can offer privacy to sensitive customers who may be anxious to

communicate privileged information with the check in staff (Carlin, 2005). When it comes to
the use of self-servicekiosks, passengers also have the advantage of communicating in their
preferred language and the kiosk can perform a variety of features and functions as well this
applies to online check in, one can choose preferredlanguage.

Reduction in consumer waiting times

Passengers can reduce time spent waiting in lines and potentially check-in faster via kiosks
or through online check in (Carlin, M N 2009). This is beneficial to many travellers who may
be tired or in a hurry and prefer not to queue at the check in counters to check-in to their
flights (Jenner, 2009).
Customer retention

Many researchers have suggested positive effects of the use of SST on long term customer
retention(Abdelazis,2010).(Beatson ,2007) attributed this to the reduction in queues and
lesser waiting times .Also it enables the airlines in putting back the power into the hands of
their passengers and allow them to perform multiple tasks that once needed involvement at
least one airline employee .(Weiss,2006).Hence this increases satisfaction .

Flexibility

Flexibility is an advantage as CUSS kiosks allow passengers to check in for multiple airlines at
various locations at just about any hour of the day .Passengers no longer need to search the
airport facility for their assigned airline as they can walk up to any CUSS machine and
complete their transactions.

Simplifies the service process for the passengers.

Additionally, ( Bitner ,2001) find that SSTs simplify service processes for passengers, when
used correctly. Passengers are awarded increased control over the service process which
helps them feel more in command of the transaction and also the overall experience. This
increases customer satisfaction in service encounters. The feeling of control over the
interaction improves customers’ perception of service quality, which consequently raises
their intention to reuse the technology in the future (Oyedele , Simpson, 2007). This allows
customers to be confident of the service process and avoid any anxiety of dealing with
potentially inefficient employees.

2.3 Customer satisfaction

Customer satisfaction is defined as an evaluation of perceived discrepancy between prior

expectations and the actual performance of the product (Oliver 1990).Customer satisfaction
is how customers evaluate the ongoing performance (Gutasson ,2005).Customer satisfaction
is the state of satisfaction ,and the customer s judge of satisfaction level (Kim ,
1994).Therefore the concept of customer satisfaction and service quality is interrelated with
each other ,in addition satisfaction is also influenced by service quality and marketers
always strive to put more efforts in service quality so as to maintain the market position well
.Henceforth, when looking at the concept of customer satisfaction it therefore becomes
inevitable to leave out service quality since it is the driving factor to satisfaction .

It also seen that customer satisfaction is a resultant of cognitive evaluation ,what one
perceives in his or her mind whereby an individual makes comparison against the actual
performance .Hence ,if the perceived performance of a service is less than the customer s
satisfaction ,that automatically leads to dissatisfaction and the opposite is true . If the
perceived expectations are met with performance, customers are in an indifferent or
neutral state. Aboveall, if there is increased customer satisfaction this will therefore lead to
higher passenger retention rate leading to increase in passenger retention behaviour thus
leading to high profitability for the airline as well. Therefore, as a result any business is
highly likely to lose market share, investors, and customers if it fails to satisfy customers in
the most efficient effective way.

(Kim ,2004) argues that service providers should provide customer oriented service in order
to increase customer satisfaction .Also ,researchers note that customers get satisfied with
the brand more if they get all they needed accumulated in that very brand .Also researchers
have identified that customer satisfaction is indeed affected by service quality but all agree
that the relationship between the two is a subject of the state of contentness from the
passenger .Satisfaction is thus an antecedent of service quality ,and this view is seen as a
global perception (Bitner ,1990 Bolton and Drew ,1991).Also other researchers stand on the
fact that service quality is the cause of customer satisfaction .Whilst (,Corin , Taylor 1992)
also believe that consumer satisfaction is a cause of purchasing intentions .Therefore when
it comes to the issue of evaluating or assessing the overall satisfaction ,it is important to
identify the key factors of satisfaction . By identifying these components managers are able
to focus on those which are of primary importance to consumers, with the aim of improving
overall satisfaction.

2.4 Service quality on customer satisfaction

The relationship that exists between satisfaction and service quality is the key to measure
user satisfaction (Pitt, 1995). The judgement that the customer has overall over service
sector is perceived as quality (Parasuraman ,1988).Therefore this judgement is based on
the difference that what the customer expects from his service provider and what the actual
service he receives from it .For the measurement of the impact of self-service check in on
service quality model termed SERVQUAL was developed by (Parasuraman ,1988).This model
consists of ten components .SERVQUAL provides a technology for measuring and managing
service quality(SQ).therefore SERVQUAL tends to fill a gap between what the customer
expects ,by way of SQ and the customer is actually getting .SQ is described as a multiple
dimensional chart .It identifies ten components of SQ .( Parasuraman ,1985) identified these
ten dimensions and were reduced to five dimensions namely ,tangability ,reliability
,responsiveness, assurance and empathy .Firstly the tangible elements deal with the
availability of physical facilities ,personnel and equipment .Whereas reliability is the ability
of the service provider to perform to perform a service accurately .Responsiveness is
therefore concerned with the willingness of service providers to assist customers and
deliver prompt services .Assurance means the customer can put trust in the service provider
employees and empathy is individualised care and attention govern to the passenger by the
service provider . (Parasuraman et al.,. The perceived service quality has positive effect on
satisfaction of customers. Previous studies have revealed that perceived service quality has
positive effect on satisfaction of customers in the airline industry (Cronin and Taylor, 1992).(
Bei, Chiao 2006) also reported positive influence of perceived service quality on three
service providers i.e. petrol station, automobile repair and banking. Significant correlations
have been found between overall customer satisfaction and service quality dimensions
(Aldaigam and Buttle, 2002).

The service quality in theairline industry relates to assurance, empathy, responsiveness and
reliability (Johnston, 1995). Reliability and assurance has strong influence on airline industry
service quality and customer satisfaction (Zhou, 2004). Study carried out in USA, Netherland,
Hong Kong, Morocco and Australian banking sector reported direct impact of service quality
on customer satisfaction (Brady , 2005). Six dimension scale for evaluating service quality on
airlines have been developed from the original ten dimensions proposed by
(Parasuraman,1985). The six dimensions were reliability, tangibles, access, effectiveness and
assurance, range of services and prices.

2.5 Self-service check in and customer satisfaction

The internet enables buyers to purchase a service without having to appear at the physical
site (airport) or talk to a service employee .(Milter ,2000).With the advent of new
technology and web applications ,web based services have an important role in the
development of services .In actual fact ,using web based technology can overcome the
limitations of space and time .therefore the use of online self-service check in or self-service
kiosks if properly implemented will bring charm and comfort to the user . With time, as
passengers become more sophisticated ,it is therefore important to put into consideration
the use of technology to respond to their continuously changing needs .Airline is an industry
which is highly involved with customers .Customers in developing countries seem to keep
the technological factors of services as a tool for differentiating good and bad services as a
human factor –the check in agents seem to play a lesser role in discriminating the quality of
service for airlines .Therefore the variation of services offered by airlines tend to develop
the excellence for service quality .passengers are always seen as the most important asset
by airlines .As SST is becoming more dominant ,so does the level of customer satisfaction by
changing the scenario of technological environment .

As customers become more sophisticated, it becomes essential to consider the use of

technology to respond to their continuously changing needs. Airline is an industry which is
highly involved with the customers. Customers in developing economies seems to keep the
“technological factors” of services as the yardstick in differentiating good and bad services
and the human factor .The variation in services offered by the airlines develops the
excellence for service quality. Customers whether at the international or domestic level
have always been important for the airlines. As SST is becoming more prevalent, so level of
customer satisfaction is also changing the scenario of technological environment. SST plays a
significant role in providing better services at lower cost. Several innovative SST such as self-
service kioks,online mobile check in, anywhere-anytime have provided number of
convenient services to the customer. So as the service quality improves, the probability of
customer satisfaction increases which in turn increases the mutual understanding, customer
retention and a bond of trust between customer and the airline. The airlines which are
providing these services at large extent to customers are more reputed in the eyes of
customers. Self-service check in has revolutionized traditional check in systems because it
has reduced the cost of transaction processing and improved check in efficiency. The
relationship between SST and customer satisfaction can be studied with the service quality
in mind.
Conceptual framework

Fig 1.2

Conceptual framework

Characteristics of SST
channels

Competence
Reliability
Customer
Perception
Responsiveness
Expectation
Accesiility
Communication
Customers prefers to self-service services
Understanding
Tangibility As according to TWDI ,a group of researchers ,reports about
the acceptance of self service business intelligence .the
groups states that a third of people attempt to implement self-service application ,22%
which are under implementation ,14% min the next six months and 13% at twelve month
will proceed to the implantation of self service business intelligence .Therefore the
experience that the customer gains from self-service technology and the development of
expectations on these methods for example saving time or speed is replacing the full service
in the airline industry (Milter 2000).

2.6 Challenges of the usability of Self Service Technologies check in

Even with the benefits mentioned in earlier on,(Curran ,Meuter 2005) find that technology
sometimes fails to reach its potential that is perceived to reach . Thus SSTs maybe seen as
problematic by some customers and organisations.

Amongst the concerns is that some customers may be unfamiliar with the technology or be
sceptical of how problems arising from the use of the technology will be solved. Passengers
may chose not to use the technology because they feel that if they make a mistake through
using the technology that it might cause problems or that the technology might make a
mistake.

To add on, passengers may also be reluctant to make use of the new kiosks due to reasons
of misperceptions and fear of complexity, practicality, inconvenience, securityissues, design
flows or lack of customisation options of the technology (Curran ,Meuter 2007)

Furthermore, another concern may also be that some customerssimply preferto interact
with people because they desire the personalised social interaction. Employee-customer
contact strengthens relationship building and customer retention, which are vital for
hospitality organisations to prosper. However, SSTs may reduce the personalised service
interaction with some passengers, thus diminishing the organisation-customer relationships
(Curran & Meuter, 2007).

2.7 Customer technological readiness and anxiety

The Role of Technology Readiness The model below, by Lin and Hsieh, (2006) suggests that
technological readiness of customers, impacts their perceptions of SST service quality,
satisfaction with the SST and the intentions to use the SST. Customers might be
uncomfortable to use SST and they might feel intimidated by the use of it .Hence this leads
to the fact that that the introduction of SST cannot automatically lead to its usage
(Parasunam and Colby ,2001).One of the causes of this drawback is therefore lack of
technology readiness of the airline passengers .Therefore ,technology readiness refers to
the willingness to accept technology In actual fact ,technology willingness can actually
promote or delay the customer s willingness to accept or reject technology .(Parasuraman ,
2001).Some customers may feel the use new technology intimidating either because of the
fear of unknown or sometimes it may be due lack of comfort with technology (Curran ,2003)

Figure 1.3 The Role of Technology Readiness Model

SST Satisfaction

Technology readiness SST Service

quality

SST behavioural
intentions

Source: Lin and Hsieh (2006, p. 503).

Customers must be technologically ready to operate SSTs before they develop an attitude
and behaviour to use it for checking-in. Bitner (2001) finds that some customers fear making
mistakes whilst using the kiosks since they are unaware of how any errors will be rectified
by front-desk employees. These mistakes can range from providing incorrect information or
simple spelling mistakes to ordering wrong products or services. Organisations therefore
need to assure customers that SSTs are simple and safe to use.
The important aspects of innovative technology include providing the self-service kiosks at
convenient locations, displaying appropriate branding and 30 offering functions which meet
customer demands (Khan and Khan, 2009). Other factors determining whether or not
customers accept and use the technology include ease of use, user-control, and operational
reliability and speed (Curran , Meuter, 2005). The ease of use is imperative to allow
customers to accept and be satisfied with a new technology.

2.8 Technology Acceptance Model

Customers have been found to first need to develop an attitude of accepting a technology
before they will actually adopt and use it. The main attributes that technology must possess
before customers will form an intention to accept the technology are illustrated in the
following models.

Fig1.4 Technology Acceptance Model

\
Perceived
usefulness

Attitude Behavioural Actual system

towards using intention to use
use

Perceived ease of
use

Source: Davis, Bagozzi, & Warshaw 1989.

For the implementation of SSTs to be successful, customers must first be willing to accept
and use the technology. ‘Technological readiness’ is describe by Lin and Hsieh (2006) as the
level of customers’ willingness to accept using new technologies in service encounters.
Technological readiness affects customers’ perceptions of the service quality of SSTs as well
as influencing customers’ intentions to utilise the technology. Technologically advanced
customers may utilise kiosks more easily.

In the Technology Acceptance Model developed by Davis et al. (1989), it is suggested that
perceived usefulness and perceived ease of use are significant attributes for technology to
be accepted by customers. That is, customers must perceive the technology to be useful in
providing the customer with the product or service which they desire. Customers should
feel that the technology will help them in obtaining what it is they desire through simple
means.

2.8 The influence of airport check in on passenger satisfaction

(Wu , Mergersen 2013) acknowledge that airport is an extremely complex area as a result of
the various stakeholders and their objective functions and the many processes and
interactions involved. These processes caused frustrations, delays, long waiting time and
others that affects passengers’ satisfaction.

Check-in process, Passenger check-in process to my own understanding is when service

providers accept the passenger in the system to travel using airlines. The process uses both
traditional and contemporary forms of check-in counters. (Wells and Young 2011) define the
traditional check-in counters as the specific areas or facilities that are being operated by the
air carriers' staff. Airport check-in queuing time is a major factor that causes discomfort for
passengers according to a study. Additionally, queues have negative impact on customers’
satisfaction and if the queues are too long, some passengers may even miss their flight.
Stress and uncertainty during travel are often caused by lack of information, like check-in
time. These negative effects are more significant in case of incidents as delays, cancellations,
long queues at check-in. Passengers expect a smooth door-to-door travel experience during
the entire journey. Therefore all the above named factors have an impact on customer
satisfaction and that is the reason n why most passengers now opt for self-service
technology when checking in all because of the positive impacts that passengers enjoy.

2.9 Other factors that have an impact on customer /passenger satisfaction

Departure gates and information display system (FIDS)

Brady and Cronin, (2001) explained the importance of departure gate and convenience
facility used by users. (Bitner,1992) said that cleanliness, facility convenience, and
environmental conditions might have an influence on customers. Furthermore, Flight
Information Display System (FIDS) must be exact and airport decorations as symbolic icons
should reflect the local culture and be suitable for the flow of times (Callan and Kyndt,
2001).These small issues matters to the passengers. Situations as cancellation of flights and
delay of flights in airports may prolong the time an individual must stay in an airport.
Therefore, it is very important to identify and provide the time that users typically stay at an
airport (Darko, 1999).

Baggage process

Separation of baggage from passengers imposes a challenge to airport travellers. Unloading

of passengers is usually processed faster than unloading of baggage and this lead to
dissatisfaction of travellers. The following factors might influence the quality of service of 25
baggage claim facilities, processing time, service variability range, area size, passenger
density, claim frontage and care of handling.

Security process

(Beck, R M , 2017) says airport security and screening were significantly enhanced after the
events of September 11, 2001. However, they caused long waiting lines at screening points
and unpleasant experiences for some travellers leading to passenger dissatisfaction. Blalock
et al. (2007), argued that the inconvenience it creates reduce travel demand and satisfaction
with airport security. This is due to long queues and poor machines used that may lead to
passengers’ dissatisfaction.( Cejas,2006) says that security controls is the most crucial step
for travellers because long queues and waiting times increase the risk to miss the flight and
then travellers’ stress level. From one side, queues have a negative impact on customer
satisfaction

SUMMARY

Self-service technologies are defined as services that are performed by customers

themselves using various types of technological innovations, such as ATMs, the Internet,
touch screens, and interactive kiosks. The technological interfaces that enable customers to
produce a service independent of direct service employee involvement. Customer
satisfaction is defined as an evaluation of perceived discrepancy between prior expectations
and the actual performance of the product (Oliver, 1999). Customer satisfaction is a
customer’s reaction to the state of satisfaction, and customer’s judgment of satisfaction
level (Kim , 2004). The concept of customer satisfaction and service quality is interrelated
with each other, moreover satisfaction of customer depends upon service quality. The
relationship between satisfaction and service quality is the key to measure user satisfaction
(Pitt,1995).

The service encounter has evolved from the traditional, employee-to-customer interaction,
to a technologically advanced SST-to-customer interaction. Customers have been exposed
to SSTs in numerous industries and are becoming more familiar with self-service
technologies. Customers’ needs have changed and SSTs provide customers with certain
benefits, such as increased accessibility, convenience, customer-control and time savings.

While also Facilitating standardised services, which assists the passengers when checking
in .Moreover, self-service kiosks provide certain benefits to the airlines who implement this
innovation, such as assisting front-office staff with checking-in high inflows of customers
during busy periods, operational efficiency and labour cost-savings.
CHAPTER 3

METHODOLOGY

3.0 INTRODUCTION

The focus of this chapter is to provide the reader with the process with which the researcher
undergoes in carrying out research. The chapter spells out techniques, procedures and
methods used to arrive at the data the researcher used in compiling this paper. Data was
analysed quantitatively and reasons why this is so are given in this chapter. Methodology
simply refers to the sum of all the procedures, processes that the researcher uses in
undertaking research. It outlines the pathway the researcher took in achieving set CHAPTER
Impact of self-service check in on passenger satisfaction sample was drawn from Victoria
Falls airport which was the area under study. Population refers to the total number of
elements from which a sample is drawn. A sample is part or subsection of the population
under study Kothari (1985).The key areas tackled include in this chapter include research
design, target population, sample of the study, data collection instruments and procedures
and data analysis.

3.2 RESEARCH DESIGN

Cooper and Schindler, (2011) defined research design as a blueprint for the collection,
measurement, and analysis of data. Also research design can be defined as defined
research design as criteria that are used when evaluating business research. Research
design, is a prior structure of investigation, conceived so as to obtain answers to the
research questions, (McDaniel and Gates, 2001).

3.2.1 JUSTIFICATION OF THE RESEARCH DESIGN

The researcher used descriptive research design in order to establish associations between
variables .A quantitative study was used because of the nature of the data needed in this
study, which is mainly numerical data and it makes it easier to interpret. Thus the main
objective of the study is to identify the impact of self-service check in on passenger
satisfaction and thus this research design enabled the researcher to answer the question
‘what percentage is up for self-service check in and what percentage is against self-service
checkin hence descriptive .

3.3 TARGET AIRPORT STAFF POPULATION

Population is described as all components that fit the model standard for incorporation in
the study .(Groove 2014,(Mastoperi,2017)explain a research population as a number of
people with mutual knowledge from which can enable a sample to be selected .Population
can also be defined as an entire set of relevant units of the analysis of data (1997).

A targeted population comprises of the comprehensive group of elements exactly

acknowledged for study according to the intentions of the research study. The targeted
population of this study are airport passengers and intended to find out why airport
passengers are being dissatisfied with the airport check in procedures.

The table below shows the target population

Description Number

International passengers 50

Domestic passengers 50

Population size 100

3.4 SAMPLING

The term sampling means the collection of reasonably small number of components from a
large defined group of elements and guessing that the information collected from the small
group will provide accurate result about the larger group (Paurav, 2008).Also, sampling can
be defined as the procedure of selecting part of the population elements to represent the
entire set (Cottrell, 2003). Sampling is useful in that it aids or facilitates convenience in
carrying out research in cases where the population is very big.

Sampling can be random/probability, in which the selection of elements to be members of a

sample is based on mathematical chance so as to eliminate bias, or non-random, where the
selection of sample elements is predetermined based on the researcher’s discretion.
Random sampling methods, which include simple random, cluster random, systematic
random and others, are mostly associated with quantitative studies where inferences from
the sample to the population are necessary. Conversely there are non-random sampling
method such as convenience sampling, purposive, quota sampling..

Due to the limited amount of time available to the researcher and the large size of
population (passengers) the researcher saw it best to use convenience sampling. The
researcher is going to use a sample of 100 travellers during the work days and weekend so
that the researcher can manage to collect data from the business travellers and leisure
travellers.

3.5 SOURCES OF DATA TO BE USED

In research there are many different methods used to gather up information all which fall
between two categories which are primary and secondary data (Douglas 2015).For this
study ,primary source of data is going to be used and as the name suggests it refers to data
which is collected for the first time by the researcher .the most important note about
primary data is that it is factual and original whereas secondary data is just analysis and
interpretation of primary data hence credit to primary data .Primary data sources may come
in different forms which may include interviews ,surveys ,experiments .However in this
research questionnaires will be used as source of primary data .

3.6 RESEARCH INSTRUMENTS /DATA COLLECTION METHODS

Data collection outlines how data in this research has been gathered and research
instruments used in its collection. Arriving at the instruments to be used in data collection is
greatly influenced by the researchers’ ideology (Young, 1960). There are quite a number of
research tools that one can use in data collection. In this research questionnaires were used
for data collection. The questionnaires were self-administered.

QUESTIONNAIRES

A questionnaire is a document in paper form consisting of a list of questions either open

ended or close ended questions (Whitney, 1950). It is designed to address the researchers’
objectives by way of getting responses from the target group through issuing of these
questionnaires. In this study the questionnaires were used in data collection and these were
self-administered by the researcher.

A questionnaire is a document in paper form consisting of a list of questions either open

ended or close ended questions (Whitney, 1950). It is designed to address the researchers’
objectives by way of getting responses from the target group through issuing of these
questionnaires.

There are three main types of questionnaire responses and were also applied in this
research study: i) yes/no responses, which are the easiest to analyse (mostly applied to
demographic sections), ii) open descriptive answers, that are difficult to analyse but can
yield important information (these were mostly used for the qualitative phase of data
collection); and iii) scaled answers which require the respondent to rank their response on a
scale, for example, 1=Strongly disagree to 5=Strongly agree, which are closed ended (mostly
used for collection of quantitative data).

The questionnaires were structured in such a way that there is uniformity in responses. In
this study,Questionnaire was used to collect primary data through a structured personal
interview. The questionnaire comprised of two sections that is section A and B. Section A
collected data on the profile of the respondent whilst section B collected data relating to the
study objectives on customer satisfaction levels on particular independent variables in order
to generate statistically the people’s attitudes and opinions towards self-service technology
on the check in process .

3.6.1 JUSTIFICATION FOR THE INSTRUMENT USED

Questinnaires are the most effective techniques used for obtaining in depth insights and
actions (Young T J 2006) Questionnaires also ensure a sense of priority and confidentiality
that respondents need to fully express their review regarding the the tourism in the study
area.

3.7 VALIDITY AND RELIABILITY

Validity can be defined as the extent to which a test measures what it claims to measure.
(Fowler, F .J.2002). Validity of the data can be enhanced through revision of questionnaires
to enhance delicacy. The focus is not necessarily on scores or items, but rather inferences
made from the instrument. For example questionnaires for this study were revised to
ensure that the questions are clear enough to be understood and this was mitigation against
invalidity of data.

RELIABILITY

(Devellis, 1991) defines reliability as "the proportion of variance attributable to the true
score of the latent variable. Though difficulties and speed bumps where faced in the
construction of this study, the researcher came up with innovative ideas to overcome them,
through coming up with different strategies, triangulating a number of methods and
techniques so as to refine the findings thereby ensuring reliability of data. For this study the
researcher used questionnaires as tool and strategy for the hybridized quantitative method
of collecting data

3.8 RESEARCH ETHICS

Every professional researcher has an obligation to observe research ethics. (Robson,

2002:65) defines ethics as ‘the rules of conduct; typically, to conformity to a code or a set of
principles or what one ought to do.’ During the research process, the researcher observed
the following research ethics that are consistent with the requirements of professional
research.
3.9 DATA PRESANTATION AND ANALYSIS.

Data refers to raw facts that are used to draw meaning towards an argument (Godfrey,
1977). Data presentation involves how the researcher intends to present his or her data in
pictorial form and there are different forms in which this can be done.

The data will be presented using tables, pie charts, and graphs and analysed. However, in
the case where data did not transform itself to statistical analysis as mentioned above,
content analysis was used. The findings of the research will be linked to the research
questions and objectives of the study outlined in chapter 1.

JUSTIFICATION TO CHOSEN PRESANTATION

Graphs ,charts ,tables present information in a concise,consistent and compact style .Target
audiences grasp the meaning of data quickly .Also, assessment of facts become easier as
visual modes allow them to coping of different data and numbers .

DATA ANALYSIS

Quantitative data analysis involves use of statistics in extrapolating meaning from data in
order to support an argument put forward in research. Data analysis is the processing of
data to convert it into information desired for decision making and reporting on findings.
The researcher analysed data in order to arrive at meaningful information.

Advantages of quantitative data

Quantitative data facilitates the use of numbers, percentages and makes it easier to provide
diagrammatic presentation of findings and generalisations are made possible. Quantitative
data computation can be easily done even when dealing with many numbers of elements in
comparison with qualitative data analysis.

3.10 SUMMERY

The major aim of this study was to explore the extent to which airport self-service check in
impacts passenger satisfaction over the traditional way of check in. Primary source of data
was used in gathering information and that was through the use of questionnaires .Data was
collected from travellers under VFA international airport, both local and international fliers.
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