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.
Highlights
During the last decade, the consolidation of mobile devices as communication tools has facilitated the creation of a new marketing channel, namely, mobile marketing as a new business communication tool
In the past few years this marketing model has established itself as a product more than a mere communication tool; thanks to its multi-functionality, which adds an additional value to the content it offers, the levels of satisfaction in the Journal of Airline and Airport Management 6(1), 1-18 improvements of customer needs at the airports is higher
Given the multi-functionality and services offered by mobile marketing, clearly, airports profit and improve in all areas their processes given that this tool is one more touristic resource within the entire range of products and services offered by this infrastructure
Summary
The consolidation of mobile devices as communication tools has facilitated the creation of a new marketing channel, namely, mobile marketing as a new business communication tool. In the past few years this marketing model has established itself as a product more than a mere communication tool; thanks to its multi-functionality, which adds an additional value to the content it offers, the levels of satisfaction in the Journal of Airline and Airport Management 6(1), 1-18 improvements of customer needs at the airports is higher. If these infrastructures want to have long term success, their benefits should be more than just image related. Tourism is one of the most important sectors in terms of on-line demand, with airline tickets one of its greatest exponents
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