The impact of customised mobile marketing on passenger shopping behaviour in the airport terminal

Cheng-Lung Wu and Ngai Ki Ma

Journal of Retailing and Consumer Services, 2022, vol. 66, issue C

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 (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:66:y:2022:i:c:s0969698922000340

DOI: 10.1016/j.jretconser.2022.102941

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