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首页> 外文会议>ATRS world conference >A STUDY ON THE MEASURING OF CONSUMERS’ PERCEPTION TOWARDS THE MOBILE MARKETING CAMPAIGNS IN AIR TRANSPORTATION
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A STUDY ON THE MEASURING OF CONSUMERS’ PERCEPTION TOWARDS THE MOBILE MARKETING CAMPAIGNS IN AIR TRANSPORTATION

机译：消费者对航空运输移动营销活动的影响的研究

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摘要

A widespread usage of mobile devices in our age creates a new marketing channel for the corporations to reach the consumers in an effective way. Being effective, personalized marketing tool, mobile marketing attracts the aviation sector, whose aim is to create an environment for the users so that they can require any product and service or pay and learn about them with their mobile devices from anywhere they want. Accordingly, the purpose of this study is to measure the mobile technology usage in airline marketing and the perceptions of the consumers using airline towards the campaigns about mobile marketing. So, whether the airline customers use mobile devices for ticket reservations, what they think about using mobile devices for these transactions in the future, and their attitude towards the applications run or planned to be run by the airline businesses are tried to be investigated. Survey method is applied and SPSS 17.0 statistics program is used for the analysis. In conclusion, data towards the necessity of personalizing the mobile marketing applications by airline companies is obtained. The results of the study are expected to help airline companies in Turkey while deciding mobile marketing campaigns via showing them the perceptions and expectations of the customers toward mobile services.
机译：在我们时代的移动设备广泛使用为公司以有效的方式建立了一个新的营销渠道，以实现消费者。移动营销是有效的个性化的营销工具，吸引了航空部门，其目的是为用户创造环境，以便他们可以从他们想要的任何地方使用他们的移动设备来帮助任何产品和服务或支付和了解它们。因此，本研究的目的是测量航空公司营销中的移动技术使用以及使用航空公司对移动营销的竞选活动来衡量消费者的看法。因此，航空公司客户是否使用移动设备进行票务预订，他们考虑将来使用移动设备的移动设备，并试图调查他们对运行或计划由航空业务运行的申请的态度进行调查。应用调查方法，SPSS 17.0统计程序用于分析。总之，获得了通过航空公司公司个性化移动营销申请的必要性的数据。该研究的结果预计将帮助土耳其的航空公司公司在决定移动营销活动，通过向客户展示客户对移动服务的看法和期望。

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