Share these talks and lectures with your colleagues
Invite colleaguesResearch paper
Impact of mobile marketing on passengers’ satisfaction and experience at airports
Journal of Airport Management,
11
(1),
58-74
(2017)
Abstract
The availability of new airport applications helps passengers manage their time at airports in an efficient way, inasmuch as these applications provide real-time information. The results of this study confirm the fact that the multifunctionality of the mobile marketing tool favours the effectiveness of the processes carried out by passengers at the airport. The main objectives of this research are to analyse the basic concepts around mobile marketing and mobile applications, and to assess the impact of this tool on the levels of user satisfaction and improvement in the image/perception of airports thanks to the app. This study will help to achieve a better understanding of the interaction between the airport and passengers through the use of smartphones.
Keywords: mobile marketing; app; satisfaction; security; image/perception; cross-selling
The full article is available to subscribers to the journal.
Author's Biography
Lázaro Florido-Benítez is a lecturer (Marketing and Market Research Department) at the University of Málaga, teaching tourism and marketing. His research covers education, tourism, mobile marketing, including airline and airport demand forecasting, airport productivity and efficiency, and future tourism activities and trends and their relationship with the air transport industry.
Benjamín Del Alcázar is Associate Professor of Marketing, Department of Business Management, University of Málaga, teaching marketing and tourism marketing. His research covers areas including tourism marketing, services marketing and digital marketing. He is Director of the Studies Center about Holy Week in Málaga.
Eva M. Gonzalez is a professor in business administration at Málaga University, where she is currently teaching market research and multivariate data analysis. Her research focuses on tourism marketing, distribution and mobile marketing.
