A Study on the Measuring of Consumers’ Perception towards the Mobile Marketing Campaigns in Air Transportation

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.