Whenever any policy maker wants to improve the passenger experience at Indian airports, he obsesses on the waiting times in queues. As such, there is a lot of pressure on BCAS and the security agencies to reduce that waiting time, even at the cost of screening thoroughness. This is a serious, undesirable trade-off. Also, most stakeholders (in those 100-odd meetings, remember?) emphasise that the passengers are put off by too much of uniform and an intrusive security presence. What my research threw up was at serious odds with this.
It is true that a
larger number of passengers felt that the waiting times at various security
related queues were longer than expected. However, the passenger’s irritation
about these is far outweighed by his positive feelings about the favourable
aspects of Indian aviation security like our security equipment, procedures,
security staff quality, their professionalism, the optics, security-related
information flow, threat perception and so on. Further, rather than being
irritated by it, the Indian passenger is actually happier and feels safer with
higher presence of uniformed personnel around. One of the reasons for this is
that he feels that the threat to the nation’s security and its aviation is
extremely high.
Waiting time related
irritation does not impact the passenger’s satisfaction with aviation security
or the passenger’s willingness to participate in the security process or his
willingness to pay the security fee; It also has no backward linkages in that
no other input factor influences it. Hence, the current obsession of stake
holders on reducing security-related waiting times even at the cost of security
thoroughness needs to stop.
We must give greater
attention to the need of the female passengers who are rating all the aviation
security factors lower than their male counterparts. One possible reason could
be privacy concerns around screening, their hand baggage and intimate items
being scanned by male staff, requirement to remove mangalsutra (auspicious
necklace worn by married women) and so on. Another reason may be a
male-dominated security staffing. The cause should be further examined and the
issue addressed, possibly through more no-contact screening like body scanner, greater
female staffing, especially access control and guidance, and segregated handbag
screening and threat resolution by female staff.
Passengers of international flights tend to rate the security factors less
favourably. While there is no variation in perception based on type of
residence (urban, rural, etc.), region (north, south, etc.), frequency of
flying and age, there is significant variation by education level and income of
the passenger. In the communication strategies and interaction, it may be
worthwhile to veer away from the current one-size-fits-all approach and adopt a
segmented offering. The positive feelings about the aviation security factors
are high while the passenger is at the airport and tend to wane after he goes
off-airport. To have an engaged passenger, a certain amount of promotion (at
least informational) of the security efforts is called for.
The three factors that
together go on to create a passenger highly satisfied with aviation security
are security staff quality, security equipment and procedures and optics and
directions, in that order. In staff quality, the perceived training level at
the passenger screening point is the most important. Rather than equipment, the
screening procedure of passenger screening is important to the passenger, e.g.,
fairness in selection of passenger for enhanced screening, satisfactory
grievance resolution, etc.. Under optics and directions, security-related
guidance by the staff is of critical importance.
Whenever there is any new or fancy security
gadget anywhere in the world, the security agencies involved in aviation demand
it for India. I confess, I’ve also been part of this when I headed BCAS. As a
result, India has some of the best technology in aviation security, e.g.,
Perimeter Intrusion Detection System, Body scanners, 3-D baggage scanners,
Pan-Tilt-Zoom (PTZ) cameras, advanced explosives detection systems, robotic
handling devices for suspicious bags and controlled explosions and so on;
however, the study showed that there is no substitute for the human factor for
creating a passenger happy with the aviation security. When one examines each
of the composite factors going into making for a satisfied passenger, the most
critical sub-factor is the human-related one. Thus, under security staff,
training perception of the security staff at the passenger screening checkpoint
is the critical element. Under security procedures, it is the passenger
screening; under optics, it is the security guidance by staff (rather than all
those fancy SMS and WhatsApp); under security information, explain-speak by
staff; under security fee, transparent usage of it; and, under security
participation, assisting the security staff. Thus, the human element has stood
out as important throughout the various stages of the research. Since there is
a trade-off between investing in machines versus investing in humans, if
passenger satisfaction be the goal, a greater emphasis on the latter is clearly
indicated.
Why should we aim to have a passenger who is
happy with aviation security? The passenger has to go through it whether he
likes it or not. What difference does it make whether he likes it or is
extremely irritated by it? Let’s look a little closer. Mandated or not,
security is also a service like other service components of air travel like
timeliness, comfort, etc.. Believe it or not, “safety and security” is THE most
important component of service quality for a passenger in air travel. Study
after study confirms this beyond doubt. Service is not like a physical product.
It is co-created by the customer. A passenger buying in to security makes for a
qualitatively better and more robust security and better throughput because it
cuts down the negotiation time between passenger and security personnel and
also reduces screening time as the passenger is more co-operative. This, apart
from generating valuable intelligence and information for the security
personnel.
What is also a little less obvious is that even
though it’s a mandated service, aviation security does operate in a competitive
environment. As the road and rail transport get speedier and smoother and air
travel becomes more affordable and accessible to the lower rungs of society
because of the ambitious UDAN scheme (Ude Desh ke Aam Naagrik), air travel
competes increasingly with other modes of transport. The cost of security in
terms of the aviation security fee and inconvenience of waiting times and security
processes comes into play in enplanement decisions. The security service
providers themselves compete with each other. There has been a lot of lobbying
to replace CISF which is perceived as costly even though the DG, BCAS sleeps a
whole lot better in the night because CISF is in charge at most of the
airports. The passenger also exercises a choice in terms of the price he pays
for security by his opinions and perceptions articulated through the public
representatives – that is why aviation security fee has been very difficult to
revise upwards. A passenger happier with the security will be more willing to
pay a higher fee.