Exploring Customer Retail Preferences In The Proposed Kotoka International Airport Terminal 3

Abstract

This research focuses on the study of customer retail preferences at the Kotoka International Airport terminal three. Many studies have in the air transport industry, focused on the aeronautical (the aircraft or aerospace) part of the airport, with specific attention to the airport environment and the overall quality at the airport. Despite the academic contributions made however, the airport retail shops have over the years seen little or no improvements and have little or no meaning to the airport passenger. Some of the studies have sought to identify these commercial activities at the airport as revenue generation avenues, however, the triggers for such purchases at the airport terminal has seen very little attention from academia. The study employed a survey research design using structured questionnaire. The target population for this study was international passengers at the Kotoka International Airport travelling through the airport at the time of the study. The analysis of a moment structures (AMOS) was the method used to test the formulated hypothesis. The research developed and tested empirically, a model which led to the understanding of the relationship between determinants of airport retail purchase, satisfaction with overall airport service quality and the intention of the airport customers to purchase at the Kotoka International Airport (KIA). This study sought to understand the moderating role of income on purchase intention and the relationship established between the determinants of airport retail purchase and purchase intention. The findings indicated that items under Marketing Factors had a direct relationship with purchase intention. The study also identified satisfaction as a determinant for airport retail purchase. It is therefore recommended that, future studies can explore other retail purchase factors within a similar context to enhance findings and knowledge of the study area. It will also be worthwhile for future researchers to consider other moderating factors such as age, gender, culture and race.