Abstract
Purpose: The aim of this research is to compare the passenger perceptions on service quality for frontline Custom officers at Nadi International Airport. The research ascertains the dimensions of service quality and explains its contribution towards Fiji Custom service delivery.
Design/methodology/approach: Data was collected using 300 self-administered questionnaires from two samples of passengers. The first 150 samples were collected from ‘International Arrivals’ and second 150 samples were collected from ‘International Departures’ Custom passenger processing areas. The service quality was measured using seven SERVQUAL dimensions of (i) tangibility, (ii) reliability, (iii) responsiveness, (v) assurance, (iv) empathy, (vi) accountability and (vii) respect. The dataset was analysed using the IBM Statistical Package for Social Science (SPSS) Statistics 19 version (e.g. Pearson’s Correlation and Kruskal – Wallis tests).
Findings: This research found passengers experienced high quality of service delivered from Custom officers at Nadi International Airport. This was confirmed using Parasuraman et al. (1988) and Cronin and Taylor (1992) service quality models. The service quality was measured using modified SERVQUAL and SERVPERF dimensions. These were: (i) tangibility, (ii) reliability, (iii) responsiveness, (v) assurance, (iv) empathy, (vi) accountability and (vii) respect. The results informed that arriving passengers experienced higher service quality compared to departing passengers. However, there were different findings witnessed when Parasuraman et al.’s and Cronin and Taylor’s theories were applied to the dataset. For example: There were different results found, when determining which service quality dimension had highest positive contribution to service quality delivered by frontline Custom officers. The Parasuraman et al.’s theoretical application found reliability (Gap score: 1.03), tangibility (Gap score: 1.06) and assurance (Gap score: 1.06) had highest positive contribution to service quality. The Cronin and Taylor’s theoretical application found reliability (Perceived score: 7.69), assurance (Perceived score: 7.64) and responsiveness (Perceived score: 7.63) had highest positive contribution to service quality.
Pearson’s one tailed correlation test results found positive statistically significant relationship between seven service quality dimensions and performance variables (service quality, customer satisfaction, customer loyalty, customer recommendation and organizational image). This proved that there is positive direct relationship between (i) service quality and customer satisfaction (‘International Arrivals’ sample: 0.904**; ‘International Departure’ sample: 0.777**); (ii) customer satisfaction and customer loyalty (‘International Arrivals’ sample: 0.593**; ‘International Departure’ sample: 0.530**); (iii) customer satisfaction and customer recommendation (‘International Arrivals’ sample: 0.635**; ‘International Departure’ sample: 0.708**); (iv) customer loyalty and customer recommendation (‘International Arrivals’ sample: 0.768**; ‘International Departure’ sample: 0.627**) and (v) customer recommendation and organizational image (‘International Arrivals’ sample: 0.729**; ‘International Departure’ sample: 0.689**).
Finally, Kruskal Wallis results found passenger perceptions on overall service quality changed with different gender (‘International Arrivals’ sample: P-value = 0.952**; ‘International Departure’ sample: P-value = 0.025**). However, these perceptions were generally same for different (i) nationalities (‘International Arrivals’ sample: P-value = 0.396**; ‘International Departure’ sample: P-value = 0.57**), (ii) immigration status (‘International Arrivals’ sample: P-value = 0.186**; ‘International Departure’ sample: P-value = 0.57**) and (iii) age group (‘International Arrivals’ sample: P-value = 0.797**; ‘International Departure’ sample: P-value = 0.118**).
Practical implications: This study reveals a need to provide a uniform quality service to all passengers irrespective of their different demographic backgrounds. It also reveals a need to equip passengers with information about Fiji Custom services and its requirements in passenger processing areas. The study highlights the need to have established customer service quality standards for frontline Custom officers to maintain uniformity in service delivery, while being flexible towards people of different nationalities and gender, especially in terms of respect, accountability and responsiveness.
Originality/Value: While there has been substantial research carried out in general on customer satisfaction and service quality, very little research has been done on the quality of customer service delivered by the Fiji Custom Service at Nadi International Airport. This study attempts to bridge this gap and add to the literature concerned by presenting a better understanding of promoting quality in customer service by frontline Custom officers. The research will be of considerable importance to the Government of Fiji, Fiji Revenue and Custom Authority, Fiji Custom Service, Airports Fiji Ltd, Ministry of Tourism, investors, public/private stakeholders and general travellers and passengers who are using the Nadi International Airport.
Keywords: Nadi International Airport, Fiji Custom Services, International Arrivals, International Departure, SERVQUAL, SERVPERF and Custom Passenger Processing areas.
Paper Type: Supervised mini thesis research.