The Effects of Extended Technology-based Self-service on Passenger Satisfaction, Airport Image, and Behavioral Intention

Abstract

Purpose - This study examines the effects of Technology-Based Self-Service (TBSS) on passenger satisfaction, behavioral intention, and airport image, and analyzes the moderating effect of self-efficacy on the relationship between TBSS characteristics and passenger satisfaction. Design/Methodology/Approach - The study uses the SPSS 26.0 and AMOS 26.0 statistical packages to analyze a sample of 238 passengers that used TBSS at Incheon International Airport (ICN). Characteristics in the categories of functionality, enjoyment, safety, and speed had positive effects on passenger satisfaction, and passenger satisfaction had a positive effect on airport image and behavioral intention. Findings - No significant difference between the higher and lower self-efficacy groups was found in the relationship between TBSS characteristics and passenger satisfaction. The results suggest that airports employ marketing strategies that emphasize the TBSS characteristics of functionality, enjoyment, safety, and speed, particularly aspects of personal safety, including sanitation and hygiene. Research Implications - The study shows that the industry should emphasize the value of TBSS in ensuring personal safety. The results of this study provide a theoretical basis for further research on service quality as it relates to the changing characteristics of TBSS in the post-pandemic era.