Impact of mobile marketing on passengers' satisfaction and experience at airports

摘要

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.