Changi Airport: Marketing and Servicescape Evaluation Report

This report provides a comprehensive analysis of Changi Airport, a leading transportation hub in Southeast Asia. It examines the airport's key functions, including airport management, commercial activities, and air emergency services. The report explores the application of the five concepts of service marketing (intangibility, perishability, lack of ownership, heterogeneity, and simultaneous production and consumption) to Changi Airport's operations. It also delves into the servicescape model, focusing on the physical surroundings and their influence on customers and employees. The analysis covers ambient conditions, spatial layout, and signs, symbols, and artifacts within the airport environment. The report also discusses the classification of servicescape in the airport area, airplane interiors, and exteriors, emphasizing the importance of these elements in enhancing customer experience. The report also uses the servicescape framework to show the effect of service environment on both employees and customers. By analyzing these aspects, the report aims to provide a detailed understanding of Changi Airport's marketing strategies and its approach to creating a positive customer experience.

Running head: CHANGI AIRPORT
Changi Airport
Name of the Student:
Name of the University:
Author Note:

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Contents
Introduction......................................................................................................................................2
Section A.........................................................................................................................................2
Section B..........................................................................................................................................5
Section C..........................................................................................................................................7
Section D.......................................................................................................................................14
Conclusion.....................................................................................................................................16
Reference List................................................................................................................................17

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Introduction
Changi airport is one of the leading transportation hubs in Southeast Asia. The airport is located in Singapore and it provides services
to the people of 380 cities in 90 countries. Changi airport has also been rated as the world's best airport by Skytrax. It is one of the
busiest airport in the world for cargo traffic and international passengers. The airport has three main passenger terminals with an
annual handling capacity of 66 million passengers. As the airport handles international passengers, the terminals are well equipped
with immigration processing facilities which are important for international travel. The airport safety group manages the security and
safety of the passengers as well as the entire management. Indonesia is the largest market of Changi airport. The airport is also trying
to mitigate the ageing infrastructure and upgrade it with new and high standard technologies (Bohl, 2014).
Section A
Changi airport undertakes various key functions related to airport management and operations, commercial activities, air hub
development and air emergency services. The airport has 350 service and retail stores and 120 food and beverage outlets in transit and
public areas. There are more than 200 agencies and partners who are engaged in various operating services at the airport to provide
valuable and hassle-free service. The lounge at Changi airport has various facilities such as Wi-Fi, light refreshments, international
reading materials, basic toiletries and shower facilities. The passengers are also provided with an exclusive offer in the airport. There
are many cosmetics, beauty and perfumes stores within the airport and it helps the passengers to choose limited editions of different

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products. The passengers can also enjoy spa facilities in the airport terminal. The airport also has wine and spirits duty-free store, bar
and many other facilities.
The five concepts of service marketing can be applied to Changi airport in the following ways:
Intangibility: Intangibility is one of the most important characteristics of service marketing. The services which are provided
by Changi airport cannot be held or touched. Changi airport has built a strong reputation in the market by providing the customers
with a wide variety of services. The intangible benefits which are provided to transit passengers are priceless. The intangible services
which are provided by Changi airport can be displayed ahead of time. This will make the passengers aware of the services which are
provided by the airport. There is a high amount of personal and financial risk which has to be borne by the customers. Changi airport
is trying to renovate its old infrastructure and upgrade its terminal with the new facilities (Wang et al., 2014).
Perishability: Changi airport provides various kinds of services which they promise to their customers. Passengers can avail
various services which are available in Changi airport in case there is a delay in their flight. Changi airport provides services to
various destinations and Indonesia is the largest market of the airport. Jakarta is one of the leading destinations for the passengers of
Changi airport. Changi airport also delivers cargo services to different destinations. The customers get the products fresh and on time
in their desired location. There is a special management team in the airport that looks after these cargo services. Customers can also
redeem their coupons which are provided in the stores when they purchase any products from the airport terminal. There are different
platform channels in the airport which helps the customers to provide desired feedback via e-mails and websites. Changi airport has

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the provision of real-time dashboards in which customers can post their queries and get them resolved. This platform is accompanied
by various social platform tools (Wattanacharoensil, Schuckert & Graham, 2016).
Lack of Ownership: The experiences of the customers in Changi airport is included in the ownership services. The customers
are provided with many opportunities in the airport and they get avail those services when they are waiting to travel or has arrived
from other destinations. There is no such ownership in Changi airport but the customers claim the ownership because they have
booked their tickets to different destinations. The customers have to pay an extra sum of money when they want to avail the various
services which are available at the airport. Changi airport tries to provide good memories to the customers by providing quality
service. The customers of Changi airport who travel to different destinations are attracted by the differentiated services which are
provided to them (Phyoe, Lee & Zhong, 2016).
Heterogeneity: Changi airport provides unique services to the customers which are not provided by any other international
airports. It has also received awards for its remarkable services which are provided to the customers. The passengers of Changi airport
receive homely services in the airport. They can purchase any kind of beauty products, avail spa services, read any magazines or
books of their choice. The customers can also buy wine or any other spirit from the stores within the airport. Though the demands and
needs of the customers vary but Changi airport is successful in delivering quality services to the customers. It is preferred by most of
the international tourist who is travelling to and from Singapore. Changi airport has developed its image and identity. It has targeted

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the upper and the middle-class families who can afford these exclusive services which are provided in the airport. Thus, this has
helped Changi airport to develop a huge customer base (Fan & Lingblad, 2016).
Simultaneous Production and Consumption: Changi airport provides service to 90 countries and 380 cities across the world.
It is trying to improve its service and infrastructure so as to satisfy the customers. The customers can opt for various services such as
spa, purchase cosmetics and perfumes from the stores. They can also look for luxury, organic and hottest products and thus pick up
beauty items of their choice. The management and the employees of the airport try to resolve the queries of the customers and thus
provide them quality services (Tang & Weaver 2014). The airport has three terminals and it helps the customers to save their valuable
time. The management authority of Changi airport provides training to the employees so that they can assist their customers and help
them to make their journey comfortable. There are also special team members who assist the aged and the handicapped persons in
their journey. Moreover, proper communication with the employees, customers and the management team helps in improving and
developing their service quality. It is also necessary to develop a proper organizational culture so as to improve the service quality
(Castro & Lohmann, 2014).
Section B

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Perceived
Servicescape
Employee
Response
Customer
Response
Cognitive
Emotional
Psychological
Employee
Response
Customer
Response
Cognitive
Emotional
Psychological
Approach
Affiliation
Exploration
Stay Longer
Satisfaction
Avoid
Social Interaction
between customers
and employees
Approach
Attraction
Stay/explore
Spend more
Avoid
Environmental
Dimensions Holistic
Environment
Moderators Internal
Response
Behavior
Ambient
Conditions
Spatial layout
and
Functionality
Signs,
Symbols and
Artifacts

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Fig- Servicescape Model of Changi Airport
Source-Author’s Creation
Section C
Changi airport is the primary civilian airport for the people of Singapore. The airport is operated by Changi Airport Group. It is
also the home base of Singapore Airlines. Servicescape model emphasises the physical surroundings in the airline industry and thus it
influences the customers and the employees. It is used to refer such an environment where the delivery process takes place.
Servicescape model is a major part of the value proposition. The value proposition of Changi airport depends on two important issues
i.e. continuous innovation and service excellence. The information of the customers is collected through surveys, customer feedback
process, staff input. As stated by Shen et al., (2015), Changi airport has developed an elaborate system for handling the compliments
and complaints of the customers. This has created a reputation and high expectation among its customer base and thus jeopardizing the
relationship because they do not want their customers to remain dissatisfied. The servicescape framework has three vital groups of
physical evidence which are described below:
1. Ambient conditions which include air quality, noise, temperature and odour
2. Spatial layout and functionality i.e. furniture, equipment or building layout.
3. Signs, symbols and artefacts

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These three dimensions of the servicescape model have been successful in all other industries such as restaurants, airports, schools,
hotels and much more (Moosa et al., 2015).
Physical Evidence
In Airlines sector there are three types of Servicescape, airport area, aeroplane exterior and airplane interior (Tang & Weaver, 2014).
Servicescape is related to the idea of where seller and customer can interact with tangible commodities that can facilitate the
performance of the service. Servicescape is mainly three types, ambience, spatial layout and signs, symbols artefacts.
Classification
Airport area
Airport area in Changi airport can have check-in-counters, waiting rooms and lounge. Changi airport can use internal transport system
and boarding passes facilities. Along with this, tickets and tags facilities are needed in this part.
Airplane interiors
In Changi airport, the airplanes can be decorated with care. The seats and decors of the airplane must be good and dressing and
uniforms of the hostess and cabin crew must be presentable. The behaviour and culture of cabin crews should be good and the
airplanes must offer foods and refreshment. Moreover, entertainment must be provided in form music, videos, games and beverages.

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Airplane exterior:
The exterior of the airplane can be designed through exterior décor, logos and signs and colour scheme that attract the customers.
Changi airport must understand the idea of compatibility; the cabin crew can delineate on-flight safety instruction to the passengers in
various languages. Moreover, they can give customized food choices and web checks through apps and internet. In giving the services,
they can choose interior ambience and ticket-booking process and colour scheme inside the airplane. The promises of the airport in
zero time delay in arriving and departure of flights. Changi airport can ensure that there should not be any delay at baggage claim area
and ticket cancellation process.
Holistic Servicescape framework
Servicescape framework can have a holistic view of the service environment that emphasise influences of service environment on both
employees and customers. The servicescape framework incorporates three environmental dimensions: ambient conditions, spatial
layout and functionality and signs, symbols and artefacts.
Ambience
Ambient conditions have a direct contact with our five sense organs. These ambient conditions will affect the customers of
Changi airport directly or indirectly. Changi airport must have noise proof glasses in the waiting room so that the sound of the flights
during landing and takeoff do not disturb them. The effect of light and temperature can also lay impact on the customers. There must

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be proper arrangement of air conditioners so that customers do not get exhausted and tired while waiting for the flight. An ambient
smell also pervades an environment. According to Dad, Davies & Rehman (2016), the management committee of Changi airport must
take special care of the cleanliness inside the airport. They must see that the customers do not throw the wastes after having food or
beverages in the waiting room. This effect may be consciously or subconsciously perceived by the customers though it is not related to
any particular product. The airport committee in Changi airport uses varieties of sprays and perfumes so that the customers feel
energetic and fresh when they are on board. There must be various measures taken to control air pollution. Changi airport also
provides spa facilities to the customers so that customers can relax and enjoy their journey. There is also a provision of ambassador
lounge in the airport where the passengers can charge their laptops and conduct small meetings when they are waiting in the airport. It
has also been found that colour plays an important role in soothing the minds of the passengers. Changi airport displays various
images and designs which forecast environmental concerns. As opined by Chevreux et al., (2014), the seating arrangement in Changi
airport is also well planned and designed keeping in mind the comfort of the customers.
Spatial layout and Functionality
Spatial layout and framework include the environment, design and landscape of Changi airport. As opined by Lee, Ng, Lv &
Taezoon, (2014), the equipment, layout, temperature, interior design of Changi airport is of very high quality. There is adequate space
for each customer to relax and keep their luggage. The tables which are available in the cafes and stores are designed in a proper way.

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Customers can also watch television while waiting for the flights. There are also certain other provisions in the airport for relaxation
and thus the customers enjoy and have a pleasant journey.
Impact of signs, symbols and articrafts
The various kinds of signs and symbols in Changi airport guide the customers throughout the entire process of service
delivery. Customers can get their queries solved if there are proper signs and symbols in the airport. They will not seek any assistance
from the management team if there is proper signage. The unclear symbols from servicescape will result in anxiety and uncertainty
about how to obtain the desired service and proceed ahead with the services. The signs are used to reinforce the behavioural rules.
Changi airport employs corporate design consultants so as to differentiate the appearance and interior decoration of the airport from its
competitors. Changi airport also has specially designed dresses for their staffs and employees. Nevertheless, as pointed out by Kühn,
Spies & Petzer (2015), the carpeting furnishing and lighting in the airport is designed in a very standard way so that they do not find a
problem in their journey.
Response Moderators
People always respond to the environment and these are related o the emotion, cognitive and psychological effect in behaving an
environment. Servicescape also affects the emotions and moods of the employees and the customers and this, in turn, affect their
behaviour. Changi airport by its excellent service try to change the moods of the customers and thus create a relaxing environment for
them. The moods of the customers affect their perception and thus, in turn, create responses for servicescape. Moderator responses are