The impact of mobile marketing in airport

Abstract

Purpose: This paper seeks to analyze the effects of mobile marketing tool at airports and passengers. Design/methodology: This research approach consist of going through data files and bibliographical sources in search of information gathered by authors, institutions and organizations regarding our case study. Findings: Mobile marketing to increase passenger satisfaction and commercial income in the airports. Large airports are taking advantage of the consolidation of mobile devices in the 21st century to create applications for branding and communication. Originality/value: This paper is the first research that examines the impact of mobile marketing in airports. First, to evaluate the effects that mobile marketing is having over the levels of passenger satisfaction at airports. Second, to analyze the impact of mobile marketing on passengers behavior in the aerodrome; lastly, to study the effects of this tool on the perceived image of an airport.

International mobile marketing: a satisfactory concept for companies and users in times of pandemic

“…For instance, airports are implementing digital technologies in passenger stages and processes to improve passenger experience and satisfaction. Passengers have different preferences and a study showed many passengers wanted more control over their journey with additional personalized smartphone options, such as payments and services, use of biometrics and technologies at security, and digital bag tags (Florido-Benítez, 2016a; Halpern et al , 2021).…”

“…This in turn may cause users to be more inclined to perceive they are sending and receiving messages between friends, which are promotional in nature, instead of being subjected to unwelcome advertisements. Furthermore, there is a lot of information about each mobile subscriber that can be used in targeting and customizing a marketing strategy (Wais and Clemons, 2008; Florido-Benítez et al , 2014; Florido-Benítez, 2016a). For these reasons it is suggested that mobile marketing offers new opportunities for companies to achieve a greater sense of belonging of the brand with the client to generate more proximity and confidence in it (Phua, 2010; Florido-Benítez and del Alcázar, 2015; Baena, 2016; Florido-Benítez, 2020).…”

Ready for digital transformation? The effect of organisational readiness, innovation, airport size and ownership on digital change at airports

“…For instance, Brida et al (2016) show how airport information systems affect passenger perceptions of service quality at airport functional areas, while Eschen et al (2018) examine use cases for augmented and virtual reality in airport inspection and maintenance processes. Several studies investigate the impact of self-service technologies at airports ( Bogicevic et al, 2017 ; Castillo-Manzano and López-Valpuesta, 2013 ; Gures et al, 2018 ; Lee et al, 2014 ; Wittmer, 2011 ), while the use of airport digital channels such as websites, social media and mobile applications is extensively covered ( Florido-Benítez, 2016 ; Florido-Benítez et al, 2016 ; Halpern, 2012 ; Halpern and Regmi, 2013 ; Inversini, 2017 ; Martin-Domingo and Martín, 2016 ; Straker and Wrigley, 2018 ; Wattanacharoensil and Schuckert, 2015 ).…”

Mobi̇l Uygulamaya Sahi̇p Havayolu İşletmeleri̇ni̇n Yolculara Yöneli̇k Hi̇zmetleri̇ni̇n Araştirilmasi

“…Mobil uygulamaların artan öneminden dolayı, ulusal ve uluslararası literatürde, turizm (Afzaal vd., 2019;Law vd., 2018;Gupta vd., 2018;Kırlar vd., 2017;Sürücü ve Bayram, 2016;Bekar ve Özçetin, 2015), sağlık (Bidargaddi vd., 2018;McKay vd., 2018;Daly vd., 2018;Hayıt ve Ergün, 2016;Güler, 2015;Önder ve Narin, 2013;Işık ve Güler, 2010;), eğitim (Lall vd., 2019;Bano vd., 2018;Wai vd., 2018;Demir ve Akpınar, 2016;Keskin ve Kılınç, 2015;Menzi vd., 2012) gibi farklı endüstrilerde bu konu sıklıkla araştırılmıştır. Benzer şekilde havacılık sektöründe mobil uygulamalar ile ilgili farklı konular araştırılmıştır (Choi vd., 2019;Cam ve Durmaz, 2018;Suki ve Suki, 2017;Florido-Benítez, 2016;Akyol, 2014;Liu ve Law, 2013). Uluslararası literatürde havayolu işletmelerinin mobil uygulamasını sadece içerik analizi ile inceleyen sınırlı sayıda çalışmaya rastlanırken (Budd ve Vorley, 2013), ulusal literatürde konuya benzer çalışma tespit edilememiştir.…”