Investigation of the satisfaction levels of international passengers with customs services in service marketing: Istanbul Airport example

With globalization, technological developments, increasing welfare and development levels, similarity of consumption needs and increasing purchasing power, people have tended to purchase more services. Thus, the number of service businesses has increased day by day and the competitive environment in the market has gradually increased. With this growth in the service sector, due to the similarity of the products or services offered in the market, it is felt as a need for businesses that want to achieve long-term profit by avoiding the destructive effects of the competitive environment, especially to create customer satisfaction and loyalty. Thus, as a requirement of modern marketing, businesses need to give more importance to customer relationship management and provide them with value beyond their expectations by placing the customer at their focal point. In this study, whether the passengers who benefit from the services offered by Istanbul airports have information about the services offered, to what extent the customs administration of Istanbul airport can provide these services, whether the services offered coincide with the expectations of the passengers, whether the services continue at a certain level of success, whether the services provided are evaluated by those who receive the service. Main issues such as whether the demands and wishes of the passengers are in line with each other were evaluated through a survey. Questionnaire; It consists of a total of 25 5-point Likert type questions regarding the demographic characteristics of the respondent, how often passengers use customs, the features they pay attention to when using customs, and passengers' satisfaction with customs employees during customs procedures. The population of this research consists of international passengers who enter the passenger hall customs directorate at Istanbul Airport. According to December 2023 data, the total number of outgoing passengers is 2,292,349 people. The number of samples to represent the universe was determined as 384 passengers. Data obtained from a total of 410 passengers were evaluated with statistical analysis. The aims of the study are grouped under the following headings. To determine the satisfaction levels of foreign passengers with customs services providers and customs procedures, and to identify service marketing problems encountered. It is thought that the results of this study will contribute both to the relevant literature and institutionally, to the customs and to the passengers receiving the service in terms of continuity of service.