The effect of retail mix on passengers’ motivation to shop at airport terminal outlets / Siti Zaleha Sahak … [et al.]

Retailing represents one of the commercial activities contributing to the non-aeronautical source of revenue to most airport operators. In this research, Kuala Lumpur International Airport 2 or better known as KLIA2 represents the focus of the study. KLIA2 is built to cater to low-cost carriers and...

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Main Authors: Sahak, Siti Zaleha, Mohd Yusof, Abdul Wahab, Mudri, Erni Yusliza, Saidin, Sadinar
Format: Article
Language:English
Published: Universiti Teknologi MARA, Selangor: Puncak Alam Campus: Faculty of Business and Management 2018
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Online Access:http://ir.uitm.edu.my/id/eprint/29134/1/29134.pdf
http://ir.uitm.edu.my/id/eprint/29134/
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Institution: Universiti Teknologi Mara
Language: English
id my.uitm.ir.29134
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spelling my.uitm.ir.291342020-04-02T03:45:59Z http://ir.uitm.edu.my/id/eprint/29134/ The effect of retail mix on passengers’ motivation to shop at airport terminal outlets / Siti Zaleha Sahak … [et al.] Sahak, Siti Zaleha Mohd Yusof, Abdul Wahab Mudri, Erni Yusliza Saidin, Sadinar Social aspects. Social marketing Market segmentation. Target marketing Retailing represents one of the commercial activities contributing to the non-aeronautical source of revenue to most airport operators. In this research, Kuala Lumpur International Airport 2 or better known as KLIA2 represents the focus of the study. KLIA2 is built to cater to low-cost carriers and the airport is built on the concept of ‘a mall in the airport'. There are two commercial areas designated for passengers to shop: gateway@KLIA2 and terminal outlets. These create more choices for passengers to shop and at the same time increase competition among the retailers. Focusing on the terminal outlets, this study aims to examine the influence of airport retail mix elements on passengers’ motivation to shop. The factors examined were the location of the outlets, promotion, personnel, atmosphere of the outlets, product mix and price. The study utilized survey method and questionnaire was designed to gather data from departing passengers for both domestic and international sectors. The self-administered questionnaires generated a total of 307 usable responses. Data were analyzed using SPSS. The result of multiple regression analysis showed that the key airport retail mix element which motivates passengers to shop is the location of the outlet, followed by promotion and product mix. Recommended strategies for airport retailing were highlighted. Universiti Teknologi MARA, Selangor: Puncak Alam Campus: Faculty of Business and Management 2018 Article PeerReviewed text en http://ir.uitm.edu.my/id/eprint/29134/1/29134.pdf Sahak, Siti Zaleha and Mohd Yusof, Abdul Wahab and Mudri, Erni Yusliza and Saidin, Sadinar (2018) The effect of retail mix on passengers’ motivation to shop at airport terminal outlets / Siti Zaleha Sahak … [et al.]. Journal of International Business, Economics and Entrepreneurship (JIBE), 3 (1). pp. 30-36. ISSN 2550-1429
institution Universiti Teknologi Mara
building Tun Abdul Razak Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Mara
content_source UiTM Institutional Repository
url_provider http://ir.uitm.edu.my/
language English
topic Social aspects. Social marketing
Market segmentation. Target marketing
spellingShingle Social aspects. Social marketing
Market segmentation. Target marketing
Sahak, Siti Zaleha
Mohd Yusof, Abdul Wahab
Mudri, Erni Yusliza
Saidin, Sadinar
The effect of retail mix on passengers’ motivation to shop at airport terminal outlets / Siti Zaleha Sahak … [et al.]
description Retailing represents one of the commercial activities contributing to the non-aeronautical source of revenue to most airport operators. In this research, Kuala Lumpur International Airport 2 or better known as KLIA2 represents the focus of the study. KLIA2 is built to cater to low-cost carriers and the airport is built on the concept of ‘a mall in the airport'. There are two commercial areas designated for passengers to shop: gateway@KLIA2 and terminal outlets. These create more choices for passengers to shop and at the same time increase competition among the retailers. Focusing on the terminal outlets, this study aims to examine the influence of airport retail mix elements on passengers’ motivation to shop. The factors examined were the location of the outlets, promotion, personnel, atmosphere of the outlets, product mix and price. The study utilized survey method and questionnaire was designed to gather data from departing passengers for both domestic and international sectors. The self-administered questionnaires generated a total of 307 usable responses. Data were analyzed using SPSS. The result of multiple regression analysis showed that the key airport retail mix element which motivates passengers to shop is the location of the outlet, followed by promotion and product mix. Recommended strategies for airport retailing were highlighted.
format Article
author Sahak, Siti Zaleha
Mohd Yusof, Abdul Wahab
Mudri, Erni Yusliza
Saidin, Sadinar
author_facet Sahak, Siti Zaleha
Mohd Yusof, Abdul Wahab
Mudri, Erni Yusliza
Saidin, Sadinar
author_sort Sahak, Siti Zaleha
title The effect of retail mix on passengers’ motivation to shop at airport terminal outlets / Siti Zaleha Sahak … [et al.]
title_short The effect of retail mix on passengers’ motivation to shop at airport terminal outlets / Siti Zaleha Sahak … [et al.]
title_full The effect of retail mix on passengers’ motivation to shop at airport terminal outlets / Siti Zaleha Sahak … [et al.]
title_fullStr The effect of retail mix on passengers’ motivation to shop at airport terminal outlets / Siti Zaleha Sahak … [et al.]
title_full_unstemmed The effect of retail mix on passengers’ motivation to shop at airport terminal outlets / Siti Zaleha Sahak … [et al.]
title_sort effect of retail mix on passengers’ motivation to shop at airport terminal outlets / siti zaleha sahak … [et al.]
publisher Universiti Teknologi MARA, Selangor: Puncak Alam Campus: Faculty of Business and Management
publishDate 2018
url http://ir.uitm.edu.my/id/eprint/29134/1/29134.pdf
http://ir.uitm.edu.my/id/eprint/29134/
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