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1 This article appeared in a journal published by Elsevier. The attached copy is furnished to the author for internal non-commercial research and education use, including for instruction at the authors institution and sharing with colleagues. Other uses, including reproduction and distribution, or selling or licensing copies, or posting to personal, institutional or third party websites are prohibited. In most cases authors are permitted to post their version of the article (e.g. in Word or Tex form) to their personal website or institutional repository. Authors requiring further information regarding Elsevier s archiving and manuscript policies are encouraged to visit:

2 Journal of Air Transport Management 17 (2011) 249e252 Contents lists available at ScienceDirect Journal of Air Transport Management journal homepage: Note Determinants of passengers choice of airline check-in services: A case study of American, Australian, Korean, and Taiwanese passengers Jin-Long Lu a, *, Jung Kyu Choi b, Wen-Chun Tseng b a Department of Aviation and Maritime Management, Chang Jung Christian University, 396 Chang Rong Road, Section 1, Kway Jen, Tainan County, 711 Taiwan b Department of Aviation, The University of New South Wales, Department of Aviation, UNSW Sydney NSW 2052, Australia abstract Keywords: Choice of airline check-in services Self check-in service Cultural biases This paper investigates factors that influence whether air travelers choose conventional counter or selfservice check-in, including kiosk and web check-in. It uses data collected from American, Australian, Korean, and Taiwanese passengers. The data suggests that a passenger s choice of check-in service is strongly dependent on nationality and previous experiences of checking-in; i.e. a cultural bias exists in the behavior of passengers using airline check-in services. Taiwanese passengers prefer to use the conventional counter check-in service but Korean, Australian and American air travelers use more selfservice check-in facilities. The analysis also highlights that passengers perceptions of the attributes of the check-in service significantly determine their choice of check-in option. Ó 2010 Elsevier Ltd. All rights reserved. 1. Introduction 2. Case study The airline industry employs a variety of self-service technologies, including kiosk, online, and mobile check-in technologies. Self-service check-in saves time for passengers and reduce the operating costs for airlines (Weiss, 2006). As a result, more airlines plan to increase the number of self check-in kiosks and offer web and mobile check-in services (Jenner, 2009). A recent passenger self-service survey done by SITA/ATW in 2009 (Karp, 2009), however, indicated that no more than half of the passengers departing from the airports surveyed used self-service check-in in For example, at Paris Charles de Gaulle International Airport, ranked 5th in terms of the number of passengers, the percentage of passengers using self-service checking-in was about 32%. The same was found at Mumbai International Airport where 33% of passengers used kiosk or web check-in. In contrast, more than 80% of passengers used self-service check-in at HartsfieldeJackson Atlanta International Airport in the US. Although the figures in the SITA/ATW survey show an increasing use of self checking-in between 2008 and 2009, the speed of up-take varied considerably between countries. Based on information gathered from interviews with airline managers in Taiwan, less than 20% of passengers are using self-service check-in options. * Corresponding author. address: jin@mail.cjcu.edu.tw (J.-L. Lu). American, Australian, Korean, and Taiwanese air travelers decisions concerning the use of check-in services form the basis for this study. A survey based on air travelers stated preference seeks information related to the use of various check-in services, perceptions of the attributes of those check-in services, and perceptions for using self-service technologies Survey and questionnaire design The survey was conducted at the main international airports in Taiwan and Korea using face-to-face interview questionnaires. A web questionnaire was used to gather information from Australian and American passengers. The questionnaire was divided into three parts. The first obtained information related to air travel in terms of trip details and the choice of check-in services. Trip details include the purposes of the trip, the number of people traveling together, the place where tickets were purchased, and airline frequent flyer program (FFP) memberships. The question on the choice of checkin services asked the passenger s choice of counter check-in, selfservice kiosk check-in, or web check-in. The second part explored passenger s experiences relating to the use of various check-in services, perception of the attributes of these check-in services and his or her readiness to use self-service technologies. The final part acquired personal details such as age, gender, educational background, and frequency of air travel /$ e see front matter Ó 2010 Elsevier Ltd. All rights reserved. doi: /j.jairtraman

3 250 J.-L. Lu et al. / Journal of Air Transport Management 17 (2011) 249e252 Table 1 Indices of the attribute of the check-in service and personal readiness. Attribute Accessibility Speed Personal control Human-touch Satisfaction Ease of use Accuracy Personal readiness Need for personal service Personal innovativeness Personal optimism Perceived discomfort Perceived insecurity Index XXX a check-in service is easy to be accessed. It is fast to use XXX check-in service. I can control the process when using XXX check-in service, XXX check-in service is highly human-touch. I am satisfied with the service provided by XXX check-in service. XXX check-in service is easy to use. XXX check-in service is reliable and trust-worth. I prefer to be served by a person rather than a machine. I am usually among the first in my circle of friends to adopt new technology when it appears. Using technology allows me to tailor things to fit my own needs. It is embarrassing when you have trouble with a high-tech device while people are watching. I do not feel confident doing business with a place where can only be reached online. a XXX is the check-in services a passenger has used, including counter check-in, kiosk check-in, or web check-in Attributes of check-in service and personal technology readiness A number of studies have examined the importance attached to attributes of alternative checking-in options. Lu et al. (2009) investigated factors influencing the acceptance of self check-in kiosks by Taiwanese domestic air passengers and found that their perception of the technology as convenient, time saving, or smart positively influences their decision to use self-service kiosks. A significant preference related to the need for personal service, though, decreases passengers use of self-service kiosk check-in. Chang and Yang (2008) find that air travelers expectations of the speed of service delivery, ease of use, enjoyment, and control are significantly different between passengers who are satisfied with the kiosk check-in service and those who are not, while Liljander et al. (2006) find that an individual s self-perception of being capable of using a technology well, which means personal technology readiness, can positively influence the use of selfservice kiosk and Internet check-in. Moreover, Meuter et al. (2005) shows that consumers who had used self-service technologies previously have an increased chance of using other them again. Following this work we consider seven attributes for check-in services; accessibility of the service, speed of the process, personal control in using the service, human-touch of the service, satisfaction of needs, ease of use of the service, and accuracy of the outcome. In addition, five personal self-perceptions of readiness for using a selfservice technology are included; need for personal service, personal innovativeness, personal optimism, perceived discomfort, and perceived insecurity. Table 1 lists the details of these indices Sample characteristics The survey was conducted in America, Australia, Korea, and Taiwan simultaneously from June to July, As the number of variables investigated is about 20 we follow Hair et al., (2006) who suggest the sample size should be ten times this number and 250 paper-questionnaires were distributed separately to Taiwanese and Korean passengers. Of these, 219 Taiwanese and 212 Koreans responses were received, but only 88 American and 128 Australian responses were collected in the web survey. For the purpose of a consistent comparison we combine the latter into a Western sample 1. 1 Before combining these two groups, a statistic test for distribution within the two samples was performed. It showed weak evidence that the distributions, in terms of sample profile, both were different between Americans and Australians. The profiles of the data show that the percentages of male and female respondents is similar for Koreans, but the percentage of male passengers is greater than the percentage of female passengers for both Taiwanese and Western respondents. In terms of age distribution, more than 60% of both Taiwanese and Western passengers are between 26 and 45 years of age. In contrast, 60% of Korean respondents are below 35 years of age. Compared to Taiwanese and the Western samples, the Korean respondents are less experienced air travelers. In terms of trip purposes, all three samples mostly travel for non-business purposes such as visiting friends and relatives, tourism/sight-seeing, and studying. About half of the Taiwanese and Western respondents indicate that they usually travel together with one to three people. Threequarters of the Taiwanese respondents bought their tickets through airline offices and travel agents while only half of the respondents from Korea and Western countries did so. Among Taiwanese respondents, approximately 40% have signed up for an FFP. This compares with 137 of 212 Korean respondents who have such membership. Finally, over 80% of the three groups indicated that they usually check some bags when they travel abroad. Further, over 80% of Taiwanese passengers choose conventional counter check-in services with less than 50% of Korean respondents and only 43% of Western passengers using them. 3. Analysis Table 2 shows passenger experiences in using different check-in services. Less than 20% of Taiwanese passengers and 35% of Western respondents who chose the traditional face-to-face checkin service at the time of the survey had used kiosk and web check-in services before. Of 102 Korean respondents using counter check-in service, only about 5% has experienced self-service technology before. Among passengers using kiosk and Internet check-in services, most had prior experience of both of these services. This infers a relationship between passengers choices and previous experience, a fact supported by a chi-squared test. Table 3 shows a contingency table and the results of chi-squared tests that suggest that almost all variables have strong relationships with the choices of check-in service for Korean and Western respondents. For the Taiwanese, however, only the place of purchasing tickets, airline FFP membership, and age relate to their choices of check-ins. Furthermore, passengers who fly for business purposes, travel with fewer companions, buy tickets online, carry less baggage, or only have carry on bags tend to use self-service kiosks or web check-in. In addition, younger or female passengers, airline FFP members, or passengers who had traveled more than six

4 J.-L. Lu et al. / Journal of Air Transport Management 17 (2011) 249e Table 2 Experiences in using various check-in services. Use of check-in services c 2 stat. Counter check-in Kiosk check-in Internet check-in Taiwanese passengers Used counter check-in before ** Used kiosk check-in before Used Internet check-in before Korean passengers Used counter check-in before ** Used kiosk check-in before Used Internet check-in before Western passengers Used counter check-in before ** Used kiosk check-in before Used Internet check-in before ** Significance at 0.05 level. Table 3 Chi-squared test of contingency table between passengers choices and their backgrounds. Variable Dim. TW a (n ¼ 219) KR (n ¼ 212) WT (n ¼ 216) c 2 stat. c 2 stat. c 2 stat. Trip purposes 2 3 b ** 8.59 ** Number of people traveling together ** ** Place of purchasing tickets ** 9.69 ** ** Airline FFP membership * ** 0.22 Bags needed for registration ** ** Gender ** ** Age * ** ** Number of times traveling abroad in past year ** ** ** Significance 0.05 level. * Significance at 0.1 level. a TW ¼ Taiwanese; KR ¼ Korean; WT ¼ Western. b Dimension 2 by 3 means 2 trip purposes cross 3 check-in services, etc. times in the past year prefer self-service check-in to conventional check-in. Passengers perceptions depend on whether or not passengers agree with the statements of the attributes for each check-in service (Table 1). A five-point-scale is used to measure the degree of agreement, from Strongly agree (¼5), Agree (¼4), Neutral (¼3), Disagree (¼2), to Strongly disagree (¼1). Fig. 1 displays the distribution of the perception for each attribute. The distribution among the three check-in services is quite similar across respondents, although Koreans perceive traditional check-in as much easier to use while Taiwanese and Western passengers perceive web check-in services as being easier. In terms of accuracy, both Taiwanese and Koreans perceive that check-in via check-in desks is more accurate. By their nature, both kiosk and web check-in services lack a human-touch, which clearly differentiates them from counter check-in services. Also, as counter check-in service is only available at the airport, the accessibility of this service is obviously not as easy as kiosk and web check-in services. On the perception of personal control, Korean and Western passengers think both kiosk and web check-in services are more controllable while Taiwanese are more satisfied with the conventional check-in service and Korean respondents are more satisfied with the self check-in services. TW sample KR sample WT sample Accessibility Speed Personal control Human-touch Satisfaction Ease of use Accuracy Counter check-in Kiosk check-in Internet check-in Fig. 1. Passengers perceptions of the attributes of check-in services.

5 252 J.-L. Lu et al. / Journal of Air Transport Management 17 (2011) 249e252 Table 4 Passengers perception of readiness to use technologies. Counter check-in Kiosk check-in Web check-in Taiwanese passengers (n C ¼ 182) a (n K ¼ 20) (n W ¼ 17) Need for personal service Personal innovativeness Personal optimism Perceived discomfort Perceived insecurity Korean passengers (n C ¼ 102) (n K ¼ 32) (n W ¼ 78) Need for personal service Personal innovativeness Personal optimism Perceived discomfort Perceived insecurity Western passengers (n C ¼ 94) (n K ¼ 58) (n W ¼ 64) Need for personal service Personal innovativeness Personal optimism Perceived discomfort Perceived insecurity TW ¼ Taiwanese; KR ¼ Korean; WT ¼ Western. a n C is number of observations using counter check-in; n K ¼ number of observations using kiosk check-in; n W is number of observations using web check-in. Table 5 ANOVA of passengers perception of readiness among groups of passengers. TW a (n ¼ 219) KR (n ¼ 212) WT (n ¼ 216) Dependent variable F stat. F stat. F stat. Need for personal service 5.26 ** ** ** Personal innovativeness ** 2.17 Personal optimism ** 6.92 ** Perceived discomfort ** 0.52 Perceived insecurity ** 0.38 Note: Independent variable in the choice of check-in service (Counter, kiosk, or web). ** Significance at a-level of a TW ¼ Taiwanese; KR ¼ Korean; WT ¼ Western. Following Table 4, passengers who use the conventional checkin service rate the need for personal service highest; however, self check-in users score this item lowest. In contrast, passengers who choose kiosk or web check-ins rate discomfort and insecurity lowest. Thus, passengers who choose conventional check-in service often do so because of their discomfort or insecurity with the use of service technology or their need for personal service. In fact, Table 5 indicates that the perception of need for service is significantly different among all three groups of check-in service users. Korean passengers have different perceptions of the five indices of readiness for different check-in services. In Western passengers, besides need for service, the perception of personal optimism is significantly different from the other check-in service users. 4. Concluding comments This study uses American, Australian, Korean, and Taiwanese airline passengers to explore the factors that influence their use of different check-in services. The findings suggest that strong relationship between passengers choices of check-in services and their nationalities. Western passengers uses self check-in services more frequently than Eastern passengers do; however, more than one third of Korean respondents choose web check-in service. Hence, passenger nationalities should be taken into account when implementing self-service check-in systems. Further, according to a survey done by SITA in 2009 (Karp, 2009), passengers who are reluctant to use self-service check-in are because they prefer the traditional service and interaction with employees. The findings of this study are similar to those of the SITA survey. The results also indicate that business travelers, online ticketing users, people traveling with fewer than three people, frequent flyers, travelers with little baggage, and younger passengers are more willing to use self check-in services. Acknowledgements This study is partially supported by National Science Council of TAIWAN, R.O.C. (Grant number NSC H SSS). References Chang, H.-L., Yang, C.-H., Do airline self-service check-in kiosks meet the needs of passengers? Tourism Management 29, 980e993. Hair, J.F., Black, W.C., Babin, B.J., Anderson, R.E., Tatham, R.L., Multivariate Data Analysis, sixth ed. Pearson Education, New Jersey. Jenner, G., Self-service switch. Airline Business, July, 48e50. Karp, A., SITA/ATW 2009 passenger self-service survey: user-friendly has arrived. Air Transport World, October, 39e45. Liljander, V., Gillberg, F., Gummerus, J., Riel, A.V., Technology readiness and the evaluation and adoption of self-service technologies. Journal of Retailing and Consumer Services 13, 177e191. Lu, J.-L., Chou, H.-Y., Ling, P.-C., Investigating passengers intentions to use technology-based self check-in services. Journal of Transportation Research E 45, 345e356. Meuter, L., Ostrom, B.L., Brown, W., Choosing among alternative service delivery modes: an investigation of customer trial of self-service technologies. Journal of Marketing 69, 61e83. Weiss, D., Analysis: kiosk uptime revenue. Airport Business 7 (7), 27e29.

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