Abstract:
The international airport retail business is expanding annually, yet most research into traveller’s experience with
the aviation industry have centred on aeronautical features. The study gathered information that would guide the
understanding of airport customer retail expectations. Specifically, the study examines the effects of productrelevant
factors, market-relevant factors, and perceived service quality on retail patronage intentions, taking
into account the moderating role of demographic variables. The purposive sample of three hundred and thirty
(330) travellers that were selected at the Kotoka International Airport Terminal 1 and 2 (KIA T1&2) in Accra, the
capital of Ghana. The findings show that product-relevant factors, market-relevant factors and overall service
quality significantly influence airport retail patronage intention. The effect demographic variables was noticeable
among older and high-income consumers. Building on previous studies, we find that product-relevant
factors, market-relevant factors, and perceived service quality function as viable signals that drives customer
expectations.