In an effort to attract and retain air passengers, Metropolitan International Airport has implemented several initiatives over the past year focused on improving the customer experience at airport restaurants and retail outlets (shops). Management also believed that upgrading the free WiFi network would enhance passengers' experiences at the airport. While overall customer satisfaction with the airport has been a metric included on the airport's balanced scorecard for several years, general manager Parks Gheesling has collected more detailed customer satisfaction data to help assess the initiatives' success. Gheesling has asked you to examine the data to determine if the initiatives appear to be increasing customer satisfaction. To begin your analysis, review the information in the "Question Legend" tab of the Excel workbook to understand the data and possible passenger responses. The "Year 1" tab presents data collected before implementing the initiatives; the "Year 2" tab presents data collected after implementing the initiatives.
Required
a. What percentage of surveyed passengers purchased items from the airport stores before the initiatives were implemented? From the airport restaurants? Used the free WiFi?
b. What percentage of surveyed passengers purchased items from the airport stores after the initiatives were implemented? From the airport restaurants? Used the free WiFi?
c. What was the average customer satisfaction score for food quality before the initiatives were implemented? For free WiFi? For the airport as a whole?
d. What was the average customer satisfaction score for food quality after the initiatives were implemented? For free WiFi? For the airport as a whole?
e. Does it appear that the initiatives had the desired effect of increasing customer satisfaction? Why or why not?
f. Gheesling wonders if the initiatives may have had an effect on some passengers but not others. For instance, did the initiatives increase the satisfaction of passengers who fl y more frequently but not that of less frequent flyers? To examine this possibility, repeat the above analyses after dividing the data into the TIMESFLOWN variable. analysis.
g. What other analyses would you want to perform to better understand the initiatives' impact on customer satisfaction?
The Excel data files for answering this problem can be found in WileyPLUS.