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The impact of customised mobile marketing on passenger shopping behaviour in the airport terminal
Institution:1. School of Management, Sabanci University, Orhanli-Tuzla, Istanbul, Turkey;2. Koç University Rumeli Feneri Yolu, Sariyer, Istanbul, Turkey;3. School of Management, Sabanci UniversityOrhanli-Tuzla, 34956, Istanbul, Turkey;1. School of Marketing and International Business, Victoria University of Wellington, PO Box 600, Wellington, New Zealand;2. College of Business Zayed University Abu Dhabi Campus, P.O. Box 144534, Abu Dhabi, United Arab Emirates;3. College of Business Administration, American University in the Emirates, Dubai, United Arab Emirates;4. School of Business Administration, American University of Sharjah, PO Box 26666, Sharjah, United Arab Emirates;1. The University of Wisconsin-Green Bay, Wisconsin, 54311, USA;2. Rawls College of Business, Texas Tech University, Lubbock, TX, 79409-2101, USA;3. Owen Graduate School of Management, Vanderbilt University, 401 21st Avenue South, Nashville, TN, 37205, USA;1. Carthage Business School, University of Tunis Carthage, Tunis, Tunisia;2. Marketing Department, College of Business Administration, King Saud University, Riyadh, 12372 , Saudi Arabia;3. ISEG – Lisbon School of Economics and Management, Universidade de Lisboa, Rua do Quelhas 6, 1200-781, Lisbon, Portugal;4. Birmingham Business School, Birmingham University, Edgbaston Park Road, Birmingham, B15 2TY, United Kingdom;5. University of Sheffield Management School, Western Bank, Sheffield, S10 2TN, United Kingdom;6. Carroll School of Management, Boston College, Chestnut Hill, MA, 02467, USA
Abstract:With growing popularity of mobile devices, digital marketing strategies are increasingly important for modern airports. This paper studied context-aware mobile marketing strategies in the airport retail environment. An on-site mobile marketing experiment was conducted at a partner airport to explore how preference and/or location-based mobile coupons could affect passengers’ retail behaviour. Results show that retail shopping became more efficient (less browsing time) with mobile marketing influence, but not necessarily more effective (not higher spending amount). Randomly pushed mobile marketing information is effective in keeping passengers in shops for longer but context-aware mobile marketing is more effective in increasing spending amount.
Keywords:Airport retail  Mobile marketing  Push notifications  Nonaeronautical revenues  Context-aware marketing
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