Abstract
This study examines the relationship between four dimensions of Technology Readiness Index (TR) namely optimism, innovativeness, insecurity, discomfort, and the level of customer’s satisfaction towards the use of self-service technology (SSTs) at the airport. SSTs used by the airport operators or airlines at the terminal for check-in or when performing other transactions includes booking airline ticket online, kiosk check-in and mobile check-in. At the same time, this study also tries to look at whether there is any difference in technology readiness between different demographic groups of Malaysians. Survey questionnaires were distributed to passengers at Kuala Lumpur International Airport (KLIA) and Low Cost Carrier Terminal (LCCT) in Sepang, Selangor, Malaysia. The result of the analysis shows that innovativeness and optimism have a positive relationship with customer satisfaction. There are also differences in technology readiness among different gender for innovativeness and insecurity index. The implication of the study suggests that Malaysia’s airport or airline providers should increase customer satisfaction especially by introducing new innovative technology at their premises. The findings may also help firms develop their strategy to further increase the customer’s satisfaction when using the selfservice technology (SST) at airports in Malaysia.
Highlights
The airline industry these days are under huge pressure to reduce costs of operations due to increase in fuel price, economic downturn and the escalating threat of terrorism since the 9/11 attack in New York
Introduction of self-service technology at the Malaysian airport is one of the measures taken by the airport and airlines in order to improve their service and increase customer satisfaction
This study has shown that Malaysian air passengers are feeling very optimistic and have no problem at all in adopting this system, because using innovative technology helps improve their satisfaction
Summary
The airline industry these days are under huge pressure to reduce costs of operations due to increase in fuel price, economic downturn and the escalating threat of terrorism since the 9/11 attack in New York. O Retail kiosk, where customers can purchase goods and services before or after a flight o Internet bookings and through the use of smart phones or mobile devices Air passengers these days are encouraged to use SST and Malaysian travellers are experiencing the same situation, as SST is widely used at most major airports in the country. Air Asia, the “World’s Best Low-Cost Airline” has revolutionised the aviation industry with the inclusion of its web and self check-in service These new self check-in kiosk facilities are currently located at the Low Cost Carrier Terminal (LCCT) airport and selected regional airports, providing guests with a quicker and more convenient way of checking-in. CUSS was introduced at the Kuala Lumpur International Airport (KLIA)
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