Airport mobile marketing as a channel to promote cross-selling

Abstract

Purpose: The purpose of this study is to analyze the airport mobile marketing and what elements have had a positive or negative influence in cross-selling via an airport app. Design/methodology: For this analysis, a survey was conducted to users that use the Schiphol Amsterdam Airport app. A total of 103 questionnaires were analyzed using structural equation modeling. Findings: This study found that security/control factor supplied by the mobile marketing tool to passengers at the airport, it has been demonstrated that it favours an increase in cross-selling. in addition, if an airport is perceived to have a good brand image, it will have a positive effect in cross-selling. Originality/value: This paper is the first research that examines the impact of mobile marketing in airports. Smelling multiple products and services to the same client before, during, and post consumption is a marketing technique that intends to (1) satisfy a client’s need and (2) increase a company’s profit by using cross-selling and other complementary services. Airline companies are experts in carrying out this activity, and airports have found that mobile applications are the perfect tool to increase their commercial profits. Offering complementary products and services is a very lucrative business, and a mobile device or smartphone are -- and will become -- the ideal medium to meet users’ demands as well as to improve the passenger experience. Keywords: mobile marketing, cross-selling, information, security-control, image-perception, satisfaction, WOM