THE RELATIONAL ANALYSIS OF PASSENGERS REQUIREMENTS AND RETAILING FUNCTIONS FOR LUXURY-GOODS SHOPPINGS IN TERMINALS

摘要

With the driving impetus from the fashion industry, the consumption of luxury goods has penetrated the global market vastly. The luxury-seeking consumer behavior in niche markets mostly relates to the demand for conspicuous and status values. However, seldom articles are conducted to measure consumer behavior in these enclosed terminals even though the niche market has been important with respect to the passenger satisfaction, the airport retailing, and the airport revenue. The study objective is to explore and examine the relationship matrix between consumer requirements and duty-free-shop features for the luxury-goods shopping in the terminals at Taiwan Taoyuan International Airport. The approach methodology is based on both grey relational analysis and quality function deployment to discover and examine the retailing functions for the luxury-goods purchases. The study shows the first priority of duty-free-shop features for passenger importance is the exclusive luxury, not the luxury variety which is the first by clerks' importance. This comparison result could be as a noticeable reference for the retailing management to make further investigation on the passenger importance of luxury goods for offering excellent service to these luxury-seeking customers.