New Marketing Strategy

Abstract

Mobile applications (apps) on smartphones are being increasingly used to access news, entertainment, weather forecast, etc. As apps gain a stronger footing in the 21st century, large airports are taking advantage of this new marketing outlet by developing apps for branding and (business) communication purposes. In recent years, due to its multi-functionality, which provides added value to the service content offered, this marketing model has established itself as a communication tool. This research aims are twofold: First, to evaluate how an airport app is having a direct and positive influence on passengers' sense of security-control; second, to analyse how this tool can improve passengers' satisfaction and their perceived image of an airport. To analyse the influence an app has on passengers-users at airports, 103 passengers-users were surveyed. The results are particularly relevant for passengers as they are more efficient during their leisure time in terminals, and their stress levels decrease.