Consumer-Oriented Business Design: The Case of Airport Management

266 Pages·2001·12 MB·English

by  Dr. Sonja Sulzmaier (auth.)

Consumer-Oriented
Business Design
Contributions to Management Science
Harald DyckhofflUte Finke Elio Canestrell (Ed.)
Cutting and Packing in Production Current Topics in Quantitative Finance
and Distribution 1999. ISBN 3-7908-1231-5
1992. ISBN 3-7908-0630-7
W. BiihlerlH. HaxJR. Schmidt (Eds.)
Richard Flavell (Ed.) Empirical Research on the German
Modelling Reality and Personal Modelling Capital Market
1993. ISBN 3-7908-0682-X 1999. ISBN 3-7908-1193-9
Michael HofmannIMonika List (Eds.) M. Bonilla!f. Casasus/R. Sala (Eds.)
Psychoanalysis and Management Financial Modelling
1994. ISBN 3-7908-0795-8 2000. ISBN 3-7908-2282-X
Rita L. D'Ecc1esialStavros A. Zenios (Eds.)
Operations Research Models
in Quantitative Finance
1994. ISBN 3-7908-0803-2
Mario S. Catalani/Giuseppe F. Clerico
Decision Making Structures
1996. ISBN 3-7908-0895-4
M. BertocchilE. Caval1i/S. Kornl6si (Eds.)
Modelling Techniques for Financial
Markets and Bank Management
1996. ISBN 3-7908-0928-4
Holger Herbst
Business Rule-Oriented Conceptual
Modeling
1997. ISBN 3-7908-1004-5
Constantin Zopounidis (Ed.)
New Operational Approaches for Financial
Modelling
1997. ISBN 3-7908-1043-6
Klaus Zwerina
Discrete Choice Experiments in Marketing
1997. ISBN 3-7908-1045-2
Giovanni Marseguerra
Corporate Financial Decisions and Market
Value
1998. ISBN 3-7908-1047-9
WHU Koblenz - Otto Beisheim Graduate
School of Management (Ed.)
Structure and Dynamics of the German
Mittelstand
1999. ISBN 3-7908-1165-3
Armin Scholl
Balancing and Sequencing of Assembly
Lines
1999. ISBN 3-7908-1180-7
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ISBN 997788--33--77990088--11336666--11 ISBN 978-3-642-57596-9 (eBook)
DOI 10.1007/978-3-642-5796-9
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"Sell airlines. buy airports"
Michael Skapinker 1996
Preface
Decision-making is the core management actlVlty. As business environments
become more and more complex and dynamic it is increasingly difficult to make
the "right" decisions. Especially when it comes to fundamental decisions, such as
how to design the future of their business, managers face considerable problems.
Although a lot of market research is usually carried out, decisions are still often
made intuitively, because the results of market research often fall short of
management requirements. Moreover, past attempts have largely looked internally
within the organization for improvement such as reflected by quality management,
restructuring or reengineering. Dealing with strategic problems during the last four
years at the chair for Strategic Marketing at Witten! Herdecke University has
brought me to a completely different understanding of how consumer-orientated
market research should work. It should be more outward oriented towards
consumers and at the same time be as close as possible to management needs,
generating new options for future management actions rather than just depicting
the current market situation. Moreover, it should combine qualitative and
quantitative tools in an efficient manner.
This study has been strongly inspired by Professor Franz Liebl who engaged me in
encouraging and constructive discussions during long working sessions. He
supported me with his pragmatic and problem-orientated view on management
processes. I would also like to thank the doctoral seminar and especially Christoph
Herrmann for working with me on the subject. I am especially grateful to the
Flughafen MUnchen GmbH (Dr. Rainer Schwarz, Reiner Beeck and Patricia
Schurat) for cooperating with me in the empirical project. The Flughafen
Frankfurt Main Stiftung promoted the publication of this book. Hiltrud Koslowski
supported me by generating graphics whenever time was a scarce resource. Peter
Pelz and his organization Natec made visiting some of the largest airports in the
world possible, and Tobias Kammer gave me a lot of support and energy during
hard times.
October 2000 Sonja Sulzmaier
Contents
1 Introduction ................................................................................................ 1
2 The airport business and its environment ................................................ 3
2.1 Defining the business ........................................................................ 3
2.2 Change of competitive situation ....................................................... 4
2.2.1 Quasi-monopolistic supply position ...................................... 4
2.2.2 Competition between airports ................................................ 6
2.2.3 Deregulation, international liberalization ............................. 8
and privatization
2.2.4 Decreasing aeronautical revenues ........................................ 11
2.3 Capacity bottlenecks....................................................................... 13
2.4 The postmodern consumer .............................................................. 14
2.4.1 Changes in consumer behavior ............................................ 15
2.4.2 Consequences for the airport business ................................. 17
2.5 New information and communication technologies (ICT) .............. 18
2.5.1 Major transformations ......................................................... 18
2.5.2 Space/time compression ...................................................... 21
2.5.3 Information acquisition and evaluation ............................... 24
3 Redefining the airport business ............................................................... 27
3.1 Redefining comes before redesigning ............................................. 27
3.2 The framework of Abell .................................................................. 27
3.3 Potential consumer groups of an airport ......................................... 31
3.3.1 Identification of consumers ................................................. 31
3.3.2 Consumer groups at the airport ............................................ 33
3.4 Potential consumer functions at the airport ..................................... 40
3.4.1 Passage ................................................................................ 41
3.4.2 Retailing .............................................................................. 42
3.4.3 Catering ............................................................................... 45
3.4.4 Information & communication ............................................ 46
3.4.5 Entertainment & wellness .................................................... 46
3.4.6 Overlapping areas of consumer functions ............................ 48
3.5 Potential interface designs at airports ............................................. 50
3.5.1 Options in interface design .................................................. 50
3.5.2 Interpersonal interfaces ........................................................ 51
3.5.3 Human-computer-human interface: .................................... 52
Telecommunication
3.5.4 Human-computer interface: ................................................ 54
Automation of offerings
x
3.5.5 Complementary use of telecommunication ........................ 55
and automation
3.5.6 Co-service of consumers ...................................................... 56
4 Describing consumer motivation ............................................................ 57
4.1 Standard theory and its shortcomings ............................................. 57
4.1.1 Consumer behavior .............................................................. 57
4.1.2 Basic constructs of consumer behavior ............................... 58
4.1.3 Measurement of behavioral constructs ................................ 62
4.2 The framework ofKano .................................................................. 68
4.2.1 A two-dimensional construct of satisfaction ........................ 68
4.2.2 Measurement of different offering features ......................... 70
4.3 Means-end theory ........................................................................... 72
4.3.1 Underlying concept .............................................................. 72
4.3.2 Measurement of means-end chains ...................................... 74
4.4 Basic requirement for business design orientated research ............. 77
4.5 The AMP framework ...................................................................... 84
4.5.1 Associative motivational patterns ........................................ 84
4.5.2 AMP measurement .............................................................. 87
4.5.3 Evaluation ofthe AMP framework ...................................... 94
5 Potential non-enablers and motivators at the airport ........................... 97
5.1 Spatial access to offerings ............................................................... 97
5.2 Convenience features.................................................................... 101
5.3 Availabilityl information about availability................................... 102
5.4 Payment features........................................................................... 103
5.5 Atmosphere and identity oflocation............................................. 104
5.6 Entertainment features .................................................................. 106
5.7 Interface design features ............................................................... 106
5.8 Temporal offering features ........................................................... 107
6 Empirical results .................................................................................... 113
6.1 The Munich Airport ...................................................................... 113
6.2 Market research design ................................................................ 114
6.2.1 Qualitative interview ......................................................... 117
6.2.2 AMP questionnaire design ................................................. 118
6.3 Passengers ..................................................................................... 120
6.3.1 User profile of private travelers ......................................... 121
6.3.2 Private travelers' non-enablers and motivators .................. 123
6.3.3 User profile of business travelers ....................................... 128
6.3.4 Business travelers' non-enablers and motivators ............... 129
6.3.5 User profile of transfer passengers .................................... 132
6.3.6 Transfer passengers' non-enablers and motivators ............ 134
XI
6.4 Post hoc segmentation of passengers ............................................ 137
6.4.1 "Running throughs" ........................................................... 140
6.4.2 "No frills" passengers ....................................................... 140
6.4.3 Relaxers ............................................................................. 143
6.4.4 Strollers .............................................................................. 146
6.5 Persons picking someone up ......................................................... 149
6.5.1 User profile of persons picking someone up ...................... 150
6.5.2 Non-enablers and motivators of. ........................................ 151
persons picking someone up
6.5.3 Meta-motivational structures of.. ....................................... 153
persons picking someone up
6.6 Airline crew members ................................................................... 155
6.6.1 User profile of airline crew members ................................ 155
6.6.2 Meta-motivational structures of ........................................ 156
airline crew members staying overnight
6.7 Employees at the airport ............................................................... 157
6.7.1 User profile of employees .................................................. 157
6.7.2 Employees' non-enablers and motivators .......................... 160
6.7.3 Meta-motivational structures of employees ....................... 163
6.8 Visitors .......................................................................................... 166
6.8.1 User profile of visitors ....................................................... 166
6.8.2 Meta-motivational structures of visitors ............................ 168
6.9 Local residents .............................................................................. 169
6.9.1 User profile of local residents ............................................ 169
6.9.2 Non-enablers and motivators oflocal residents ................. 170
6.9.3 Meta-motivational structures of local residents ................. 174
7 Airport business redesign ...................................................................... 179
7.1 Identification of valuable consumer segments .............................. 182
7.2 Holistic overall design .................................................................. 188
8 Conclusion ............................................................................................... 191
Appendix ......................................................................................................... 195
List of tables .................................................................................................... 241
List of figures .................................................................................................. 243
Bibliography .................................................................................................... 245
1 Introduction
This is a study, which - as its title suggests - basically deals with three inter
related topics: airport business design, market research and consumer behavior. Its
main aim is to show how management decisions concerning the future design of
airport businesses can be effectively supported through qualitative research.
Understanding a business as a system of interrelated interactions of providers and
users, and defIning business design as the way how managers organize the setting
for the interactions to take place, this study tries to outline a systematic approach
with which airport managers are able to design consumer-orientated offerings and
interaction settings.
In airport businesses the interaction patterns comprise mainly three groups of
players: airports, airlines and users (Figure 1).
Figure 1: A hierarchical systems diagram of airport relationships
Source: AshfordlStantonIMoore 1991, p.2
S. Sulzmaier Consumer-Oriented Business Design
© Physica-Verlag Heidelberg 2001