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OCR for page 74
74 Planning for Offsite Airport Terminals customers, and as valuable information for planning additional offsite terminals. Types of sur- veys are as follows: Market/demographic surveys--at a minimum, collect information on trip origin; place of residence; purpose of trip; length of stay; number of passengers in travel party; access mode to offsite terminal (including pick-up/drop-off versus long-term parking); how the passenger would have gotten to the airport if the offsite terminal was not available; and how the passen- ger heard about the offsite terminal. The survey could also ask the number of trips during the year that were taken for business or pleasure and the number of times the offsite terminal was used. It could also be used to ask basic questions about service or fare changes or amenity offerings at the offsite terminal. This type of survey is best administered on the bus, where pas- sengers have time to fill it out. Customer satisfaction surveys--surveys that rate the quality of service for various aspects of the offsite terminal experience such as the transportation link, parking, customer service, and information availability. Advertising effectiveness surveys--passengers could be queried using a dedicated survey instrument or as part of a market/demographic survey or customer satisfaction survey. If the project sponsor would like more detailed information on a current or recent advertising pro- gram or opinions on proposed advertising, focus groups may be effective. Focus groups with resident air passengers or airport employees who live in the market area or random surveys of air passengers at the airport can also be used to reach airport users that are not currently using the offsite terminal and transportation link. Information from the focus groups and surveys will help determine their awareness of the offsite terminal and related advertising and the rea- sons they are not using the offsite terminal. Airport surveys--questions about use or awareness of the offsite terminal and transportation link could be included in surveys that are administered at the airport such as O/D surveys, sur- veys conducted for a specific study, or customer satisfaction surveys. Customer Feedback Comment cards and the project sponsor's website should be available for customers to report feedback on the service. The project sponsor should define a turnaround time for investigating complaints and following up with customers: corrective actions to customer complaints may lead to service improvements. Positive feedback may provide input for future advertising of the service while providing positive reinforcement for employees and decisionmakers.