RTIA Customer Satisfaction Survey
Customer Satisfaction Survey Presentation • Objectives • Methodology • Respondent profile and travel behavior • Satisfaction rating highlights: overall, 2010 vs. 2004, visitor vs. resident, business vs. leisure • Recommendations and opportunities
The Good News • Overall excellent satisfaction results (only 3 attributes had a mean rating of below 5 on a 7-point satisfaction scale) • All but one area rated in 2010 improved over the same or similar area ratings from 2004; the remaining one was statistically unchanged
Objectives • Determine traveler profiles and travel behaviors • Determine satisfaction in 8 areas: arrival, check-in, TSA checkpoint, airport personnel, food and beverage, airport amenities, facilities, overall • Obtain feedback on air service, how to improve RTIA experience, and favorite aspect of RTIA • Identify differences between visitors/residents, business/leisure travelers • Compare ratings to 2004 baseline survey
Methodology • Intercept survey developed by KPS3, RTIA and InfoSearch, completed June 24-July 21 • 802 surveys completed by InfoSearch staff, with 47% in B-gates, 26% in C-gates, 27% in all-access areas • Timing scheduled, opportunistic given summer travel patterns, conferences, events • Actual results were close to goals of 40% residents, 40-45% business travelers, 50/50 male/female • Sample size: 95% confidence level
Respondent Profile • 38% residents/62% visitors • 37% business/63% leisure (48% of visitors traveling on business were due to conference/trade show) • Most common departure cities: Seattle, Las Vegas, San Diego, Phoenix, Chicago • Most common destination cities: Seattle, Las Vegas, Los Angeles, Denver, San Jose • Half of visitors reported primary destination once here of Reno/Sparks; 23% reported Tahoe
Respondent Profile • Males 51%/Females 49% • Mean age of adult traveler: 46.7 • 73% employed, 12% retired • 1/3 each high school grads, college grads, post-grad • 21% household income of less than $50K, 36% in $50K - $100K, and 42% of $100K or more
RSCVA 2007 Visitor Profile Comparison • Mean age of adult traveler: 54 (vs. 46.7) • Median household income: $77,200 (vs. 42% with $100K or more)
Overall Experience Satisfaction Highest (7/7) Rating of 5 or 6 Rating of below 5 42% 48% 10% Mean: 6.12 out of 7, where 7 was Very Satisfied and 1 was Not at All Satisfied. So 90% rated overall experience with 5, 6 or 7.
Distribution of Satisfaction Ratings Mean Value: 6 or > Mean Value: 5 to 5.99 Mean Value: <5 29 21 3 Distribution of the 53 attributes rated on a 7-point scale, where 7 was Very Satisfied and 1 was Not at All Satisfied. Only 3 were rated as less than 5 (Food & Beverage Related).
Top Rated 3 Attributes • Ease of passenger drop off • Courtesy and professionalism of TSA staff • Wait time at TSA checkpoint NOTE: Visitors rated 16 of the 53 attributes much higher than did residents, especially in the F&B category. Leisure travelers rated 20 of the 53 attributes much higher than business, especially in air service and F&B, as well as in overall experience at RTIA.
Lowest Rated 3 Attributes • Variety of eating places • Value of food for money paid • Prices of food and/or beverages NOTE: Visitors rated 16 of the 53 attributes significantly higher than did residents, especially in the F&B category.
Personnel • Most respondents rated airline personnel • Less than half rated other personnel • Highest rated: airport custodial staff and lowest curbside security (but all were above a mean of 6.0)
Food and Beverage • All attributes rated below 6, with cleanliness rated highest and prices of food/beverage lowest • Lowest 3 attributes: Variety of eating places, value of food for $ paid, prices of food/beverage • Visitors rated 10 of the 12 attributes much higher than residents.
Amenities • Highest rating was for free Wi-Fi and lowest was for availability of electrical outlets/workstations • Several were “ less familiar ” : Olympic exhibit, pet relief area, free Wi-Fi • Majority spend at least 60 minutes beyond TSA checkpoint and less than 20 in all-access area
Amenities If more offerings were available beyond security: • 43% would spend more on F&B, 19% on books/ news/personal items, 12% on bar/alcohol, 10% on personal services • 54% in total indicated they would spend more on at least one of those items, if offered
Overall Satisfaction • Highest rated: friendliness and courtesy of staff • Then: safety and secure feeling and website (but only half rated the website) • Lowest rated: overall quality of air service (5.82) • 42% provided the highest rating of 7! • Overall satisfaction mean rating equivalent between visitors and residents, but leisure travelers rated it higher than business travelers
Comparing 2004 and 2010 Ratings Biggest increases in mean scores, 2004 vs. 2010: • Free Wi-Fi/Internet availability • Overall quality of air service • TSA checkpoint wait time • Availability of healthy foods NOTE: Overall satisfaction with experience at RTIA increased from a mean of 5.8 in 2004 to 6.12 in 2010.
Comparing 2004 and 2010 Ratings Positive note: increase in check-in process rating: • Efficiency and ease of check-in (5.94 to 6.34) Other strong ratings of attributes not rated in 2004: • Space to move around in check-in lobby (6.32) • Attractiveness, décor of check-in lobby (6.29)
Air Service Suggestions The most frequent mentions for better air service (quantity, frequency, etc.) of 330 responses: • San Francisco • New York City • Chicago • Denver • Houston
Suggestions to Improve Experience • F&B (18%), Shopping (10%), Something to do (8%) • Air service (9%) • Electronics/Wi-Fi/Phones/TVs (Technology) (6%) • TSA Security – i.e. single security point (6%) • Gambling – i.e. remove them, too noisy (5%)
Favorite Aspect, Feature, Service • Small size (13%) and calm and easy (11%) and fast/ quick in general (4%) • Location/convenience/access (16%) • Cleanliness (7%) • Décor (7%) • Friendly staff ( 6%) • Gambling, slots (positive comments) (5%)
Opportunities & Recommendations Capital expenditures/facilities: • Single security point, move concessions beyond; results show people want more F&B, shopping beyond checkpoint (could improve revenue) • Tired areas that need improvement; perceived as “ dirtier, ” less favorable (gates, baggage claim); due to nature of our travelers we are compared to many new airports. Ratifies decision to expand refurbishing to baggage claim area.
Opportunities & Recommendations Capital expenditures/facilities: • Technology services (outlets, recharge stations) – but improving this could impact revenue. Again, being compared to higher-tech airports – esp by business travelers. Relo of concessions an opportunity to add tech stations (find sponsors)? • Signage improvements indicated by results; better directionals in key locations and to inform on services lacking awareness (Gate K-9, Wi-Fi, concessions beyond check-point, website)
Opportunities & Recommendations Communications with travelers: • Pre-arrival communications -- including where to print boarding passes once printers are removed: mobile website, mobile app, signage promoting pre- arrival information (in parking area, on way into airport property) pre-arrival tips on FourSquare and eventually other sites. Also can promo eventual move to 3-D bar code for check in for participating airlines.
Opportunities & Recommendations Food & Beverage: • Before the relocation, RTIA will in early 2011 evaluate the concessions as part of the centralized security check-in project (Checkpoint of the Future) • After relocation and possible changes to pricing and variety, repeat survey on just F&B
Opportunities & Recommendations Internal communications and staff development: • Employee communications and recognition about results • Customer service training noted for some staff: already completed for curbside security and also policy changes that are more customer-centric • Benchmark for next survey and performance criteria • Recognition for the TSA staff, wait time results
Opportunities & Recommendations External communications/marketing: • Media communications and all other channels: results of sat survey vis a vis JD Powers • More air service improvement communications and marketing (although it was one of “ most improved ” it still needs ongoing attention) • Reinforce positive brand attribute ratings (ease, convenience, friendly, service-oriented, nice/clean) • Gateway to Tahoe positioning (passenger destination of Tahoe lower due to summer, vs. winter?)
Opportunities & Recommendations External communications/marketing: • Local residents rated most attributes lower than visitors did: continue focused efforts on telling the airport story relative to other airports of its size, its innovation and actions to provide greater services, facilities and amenities • Plan for next Customer Sat Survey – late 2012/early 2013 (winter)
Questions and Discussion Thank you from KPS3 and InfoSearch International.
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