The Implementation of Self-Service Technologies in Airport Operations and Its Impact on Passenger Experience in Saudi Arabia

Abstract

Self-Service Technologies (SSTs) have gained prominence in the aviation domain, transforming the passenger experience by ensuring greater convenience and speedier processes. This research undertook a comprehensive examination of the present utilization of SSTs within airport operations and their subsequent influence on passenger experience. Adopting a multifaceted research approach, an in-depth perspective on the subject was pursued. Surveys involving 35 passengers at selected Saudi Arabian airports highlighted the prevalent use of automated services. Particularly, Smart Gates and Mobile Boarding Passes emerged as the preferred choices, with approximately 80% of respondents availing of these services. This wide acceptance translated to enhanced passenger satisfaction attributed to efficient workflows, decreased travel durations, and a more tailored airport experience. The qualitative segment of the study involved interviews with vital airport personnel. These insights, in alignment with the quantitative data, elucidated the advantages and potential challenges associated with SSTs. While SSTs have demonstrably improved passenger satisfaction by enabling swifter and more straightforward airport navigation, challenges related to accessibility, inclusivity, and linguistic support remain. These challenges underscore the need for a user- centric approach in the design and continual improvements of SSTs. The findings underscore the transformative potential of technology in elevating airport services, aiming for a seamless and optimized travel experience. Through the strategic integration of SSTs and operational principles such as efficiency, reliability, and flexibility, the study demonstrates a marked enhancement in passenger experience and enduring customer loyalty, particularly within the context of Saudi Arabian airports. Armed with these insights, airport operations can refine their SSTs strategies, thereby potentially elevating passenger satisfaction and loyalty. To provide a more comprehensive understanding, future research could consider enlarging the sample size and diversifying data collection methods.