INVESTIGATING AIRPORT SHOPPERS’ BUYING BEHAVIORS AND SATISFACTION AT DUTY FREE SHOPS: IMPACT OF DEMOGRAPHIC AND TRAVEL RELATED FACTORS
Abstract
The commercialization brought about by deregulation and liberalization have led airports to look for new ways to increase non-aeronautical revenue. With the increase in commercial activities at airports, the customer portfolio of airports, limited to airline passengers in the past, has expanded and diversified considerably. In such an environment, the investigation of airport shoppers' buying behaviours has become significant. In this study, it is aimed to examine the factors affecting the buying behaviours and satisfaction of customers at duty free stores. For this purpose, a total of 725 questionnaires collected through face-to-face interviews at gates of the Istanbul Atatürk Airport International Terminal were analysed. According to the results of the study, gender and nationality from demographic factors, waiting time, annual flight frequency and first / re-arrival to the country from travel related factors, and satisfaction with the products and shopping environment in the duty-free shops affect whether passengers make a purchase or not. In addition, nationality, educational level and waiting time affect the satisfaction of customers in duty free shops.
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