APPLICATION OF THE BALANCED SCORECARD CUSTOMER PERSPECTIVE IN AN AIRPORT ENVIRONMENT

Abstract

In general, it is  more expensive and time consuming to acquire a new business instead of building  upon an existing relationship. It is absolutely necessary to understand what is passengers´ perception of airport services  in case an airport aspires  to assess  its  handling  services  performance. Customer perspective in the Balanced Scorecard  (BSC)  method is an ideal tool to gather all data  how passengers feel about airport handling and other hospitality processes at airports. This perspective, together with perspective of the  internal processes and the perspective of learning and grow, are titled as  ´forward-looking indicators´. The customer perspective delivers  new,  and  a very specific view on measuring of airports´  vitality. This paper deals  with BSC customer perspective when  applied  by airport managers as an essential part of their business strategies.  Beside customer perspective’s specific features, this study describes effective research methods and results analysis, applicable in  airports  in line with the basis theoretical aspects of Balanced Scorecard  method.