Competitive Differentiation in Airlines’ Mobile Applications with the Assistance of Eye-Tracking Research

Damianos P. Sakas (), Dimitrios P. Reklitis () and Panagiotis Trivellas ()
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Damianos P. Sakas: BICTEVAC LABORATORY Business Information and Communication Technologies in Value Chains laboratory, School of Applied Economics and Social Sciences, Agricultural University of Athens
Dimitrios P. Reklitis: BICTEVAC LABORATORY Business Information and Communication Technologies in Value Chains laboratory, School of Applied Economics and Social Sciences, Agricultural University of Athens
Panagiotis Trivellas: Organizational Innovation and Management Systems, School of Applied Economics and Social Sciences, Agricultural University of Athens

A chapter in Computational and Strategic Business Modelling, 2024, pp 87-94 from Springer

Abstract: Abstract In a highly competitive environment, airline companies need to differentiate their marketing strategy and delivery of their services in order to acquire a bigger market share. The current study attempts to provide a user engagement optimization scenario based on big data gathered from four world-leading airlines. Those data were analyzed statistically and used for the creation of a Fuzzy Cognitive Map. The results were backed up by an eye-tracking study based on the mobile apps of those airline companies. To achieve competitive differentiation, the research suggests that airlines build mobile applications with clear guidance on how to purchase a ticket, as well as invest in social media marketing.

Keywords: Digital marketing; Competitive differentiation; Neuromarketing; Airlines; Web analytics; Eye tracking (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-41371-1_9

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DOI: 10.1007/978-3-031-41371-1_9

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