Features of strategic management of passenger service quality in Cuban airports

• Published in: Теоретическая и прикладная экономика no. 1; pp. 55 - 75
• Main Authors: Hartman Romero, Gretell, Shevchenko, Dmitry Aleksandrovich, Fomicheva, Elena, Castellanos Pallerols, Graciela Maria
• Format: Journal Article
• Language: English
• Published: 01.01.2025
• ISSN: 2409-8647; 2409-8647
• DOI: 10.25136/2409-8647.2025.1.73989

This article aims to formulate strategies that contribute to improving passenger service in Cuban airports. A strategic analysis of the airport system as a whole has been conducted, specifically focusing on the Antonio Maceo Grajales International Airport (Santiago, Cuba). The development of a strategy to enhance passenger service at the airport requires a comprehensive approach, taking into account not only economic and social factors but also historical and climatic features of the region's development, as well as an analysis of the internal environment. The object of the research is the airport management system, while the subject is the formation of a strategy to improve service quality and customer satisfaction. The research objective was to formulate strategies to enhance passenger service in Cuban airports using SWOT analysis. A set of tools was utilized, including the Delphi or expert method, surveys and interviews, factor evaluation matrices, SWOT analysis, etc. The fundamental result is the formulation of a general strategy and a set of strategic actions for further development. By integrating objective data, stakeholder opinions from the micro-environment on a subjective-oriented basis, and assessments from practitioners regarding opportunities and prospects for the development of the internal environment, the proposed approach allows for the identification of non-obvious directions and opportunities for growth. The components of the airport development strategy should include: enhancing production and passenger infrastructure (updating terminals, creating comfortable waiting areas, zoning check-in points, etc.); improving the quality, accessibility, and scope of information support activities (digitizing processes, ensuring simple and convenient access to information about flights, services, and airport navigation, marketing campaigns to disseminate information about new services, and establishing feedback with passengers); developing and enhancing staff competencies (training programs, workshops, experience exchange, mentoring, and incorporating research-oriented functions for managers).