IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v66y2022ics0969698922000340.html
   My bibliography  Save this article

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

Author

Listed:
  • Wu, Cheng-Lung
  • Ma, Ngai Ki

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.

Suggested Citation

  • Wu, Cheng-Lung & Ma, Ngai Ki, 2022. "The impact of customised mobile marketing on passenger shopping behaviour in the airport terminal," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    • Handle: RePEc:eee:joreco:v:66:y:2022:i:c:s0969698922000340
    DOI: 10.1016/j.jretconser.2022.102941
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698922000340
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2022.102941?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Graham, Anne, 2009. "How important are commercial revenues to today's airports?," Journal of Air Transport Management, Elsevier, vol. 15(3), pages 106-111.
    2. Jones, Michael A. & Reynolds, Kristy E. & Weun, Seungoog & Beatty, Sharon E., 2003. "The product-specific nature of impulse buying tendency," Journal of Business Research, Elsevier, vol. 56(7), pages 505-511, July.
    3. Ruiz, Salvador & Sicilia, Maria, 2004. "The impact of cognitive and/or affective processing styles on consumer response to advertising appeals," Journal of Business Research, Elsevier, vol. 57(6), pages 657-664, June.
    4. Hong, Seock-Jin & Choi, Dongho & Chae, Junjae, 2020. "Exploring different airport users’ service quality satisfaction between service providers and air travelers," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    5. Castillo-Manzano, José I., 2010. "Determinants of commercial revenues at airports: Lessons learned from Spanish regional airports," Tourism Management, Elsevier, vol. 31(6), pages 788-796.
    6. Wen-Chun Tseng & Cheng-Lung Wu, 2019. "A choice model of airline passengers’ spending behaviour in the airport terminal," Transportation Planning and Technology, Taylor & Francis Journals, vol. 42(4), pages 380-390, May.
    7. Chung, Yi-Shih & Wu, Cheng-Lung & Chiang, Wan-Erh, 2013. "Air passengers' shopping motivation and information seeking behaviour," Journal of Air Transport Management, Elsevier, vol. 27(C), pages 25-28.
    8. Bellman, Steven & Potter, Robert F. & Treleaven-Hassard, Shiree & Robinson, Jennifer A. & Varan, Duane, 2011. "The Effectiveness of Branded Mobile Phone Apps," Journal of Interactive Marketing, Elsevier, vol. 25(4), pages 191-200.
    9. Yimeng Chen & Cheng-Lung Wu & Tay T.R. Koo & Ian Douglas, 2020. "Determinants of airport retail revenue: a review of literature," Transport Reviews, Taylor & Francis Journals, vol. 40(4), pages 479-505, July.
    10. Siliang Tong & Xueming Luo & Bo Xu, 2020. "Personalized mobile marketing strategies," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 64-78, January.
    11. Heesup Han & Hossein G.T. Olya & Elena‐Nicoleta Untaru & Ana Ispas & Jinkyung Jenny Kim & Wansoo Kim, 2020. "Impact of airport green atmospherics on mental health value, image, and loyalty among visitors and workers," Business Strategy and the Environment, Wiley Blackwell, vol. 29(3), pages 1186-1198, March.
    12. Margherita Pagani, 2004. "Determinants of adoption of third generation mobile multimedia services," Post-Print hal-02313098, HAL.
    13. Bies, Suzanne M.T.A. & Bronnenberg, Bart J. & Gijsbrechts, Els, 2021. "How push messaging impacts consumer spending and reward redemption in store-loyalty programs," International Journal of Research in Marketing, Elsevier, vol. 38(4), pages 877-899.
    14. Michelle Andrews & Xueming Luo & Zheng Fang & Anindya Ghose, 2016. "Mobile Ad Effectiveness: Hyper-Contextual Targeting with Crowdedness," Marketing Science, INFORMS, vol. 35(2), pages 218-233, March.
    15. Chung, Yi-Shih & Lu, Kuan-Hung, 2020. "Investigating passenger behavior in airport terminals with multisource data: Recall bias and time budget effects," Transportation Research Part A: Policy and Practice, Elsevier, vol. 141(C), pages 410-429.
    16. Torres, E. & Domínguez, J.S. & Valdés, L. & Aza, R., 2005. "Passenger waiting time in an airport and expenditure carried out in the commercial area," Journal of Air Transport Management, Elsevier, vol. 11(6), pages 363-367.
    17. Lu, Jin-Long, 2014. "Investigating factors that influence passengers' shopping intentions at airports – Evidence from Taiwan," Journal of Air Transport Management, Elsevier, vol. 35(C), pages 72-77.
    18. Souiden, Nizar & Chaouali, Walid & Baccouche, Mona, 2019. "Consumers’ attitude and adoption of location-based coupons: The case of the retail fast food sector," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 116-132.
    19. Dong, Diansheng & Leibtag, Ephraim S., 2010. "Promoting Fruit and Vegetable Consumption: Are Coupons More Effective Than Pure Price Discounts?," Economic Research Report 94853, United States Department of Agriculture, Economic Research Service.
    20. Martín, Juan Carlos & Martín-Domingo, Luis & Lohmann, Gui & Spasojevic, Bojana, 2019. "The role of travel patterns in airport duty-free shopping satisfaction: A case study from an Australian regional airport," Journal of Air Transport Management, Elsevier, vol. 80(C), pages 1-1.
    21. Castillo-Manzano, José I. & López-Valpuesta, Lourdes & Sánchez-Braza, Antonio, 2018. "When the mall is in the airport: Measuring the effect of the airport mall on passengers’ consumer behavior," Journal of Air Transport Management, Elsevier, vol. 72(C), pages 32-38.
    22. Perng, Shiaw-Wuu & Chow, Chia-Chuan & Liao, Wu-Cheng, 2010. "Analysis of shopping preference and satisfaction with airport retailing products," Journal of Air Transport Management, Elsevier, vol. 16(5), pages 279-283.
    23. Shankar, Venkatesh & Venkatesh, Alladi & Hofacker, Charles & Naik, Prasad, 2010. "Mobile Marketing in the Retailing Environment: Current Insights and Future Research Avenues," Journal of Interactive Marketing, Elsevier, vol. 24(2), pages 111-120.
    24. Prentice, Catherine & Kadan, Mariam, 2019. "The role of airport service quality in airport and destination choice," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 40-48.
    25. Zheng Fang & Bin Gu & Xueming Luo & Yunjie Xu, 2015. "Contemporaneous and Delayed Sales Impact of Location-Based Mobile Promotions," Information Systems Research, INFORMS, vol. 26(3), pages 552-564, September.
    26. van Heerde, Harald J. & Dinner, Isaac M. & Neslin, Scott A., 2019. "Engaging the unengaged customer: The value of a retailer mobile app," International Journal of Research in Marketing, Elsevier, vol. 36(3), pages 420-438.
    27. Appold, Stephen J. & Kasarda, John D., 2006. "The appropriate scale of US airport retail activities," Journal of Air Transport Management, Elsevier, vol. 12(6), pages 277-287.
    28. Anindya Ghose & Beibei Li & Siyuan Liu, 2019. "Mobile Targeting Using Customer Trajectory Patterns," Management Science, INFORMS, vol. 65(11), pages 5027-5049, November.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Zhang, Hongchao & Yu, Yu & Qin, Yinggao, 2023. "The effects of constrained mobile coupons in the mobile channel," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Wu, Hanjun & Tsui, Kan Wai Hong, 2020. "Does a reward program affect customers’ behavioural intention of visiting the airport? A case study of Singapore Changi Airport," Journal of Air Transport Management, Elsevier, vol. 82(C).
    2. Silva, João & Kalakou, Sofia & Andrade, Antonio R., 2023. "Maximizing non-aeronautical revenues in airport terminals using gate assignment and passenger behaviour modelling," Journal of Air Transport Management, Elsevier, vol. 112(C).
    3. Chung, Yi-Shih & Ku, Ya-Han, 2023. "Effect of time stress and store visibility on the dynamics of passenger activity choices at airport terminals based on indoor trajectory data," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    4. Creed, Bernard & Ning Shen, Kathy & Ashill, Nick & Wu, Tianshi, 2021. "Retail shopping at airports: Making travellers buy again," Journal of Business Research, Elsevier, vol. 137(C), pages 293-307.
    5. Castillo-Manzano, José I. & López-Valpuesta, Lourdes & Sánchez-Braza, Antonio, 2018. "When the mall is in the airport: Measuring the effect of the airport mall on passengers’ consumer behavior," Journal of Air Transport Management, Elsevier, vol. 72(C), pages 32-38.
    6. Choi, Jong Hae & Park, Yonghwa, 2022. "Exploring passenger and flight characteristics' impacts on airport retail income: Evidence from Incheon International Airport," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    7. Kalakou, Sofia & Moura, Filipe, 2021. "Analyzing passenger behavior in airport terminals based on activity preferences," Journal of Air Transport Management, Elsevier, vol. 96(C).
    8. Chen, Yanhong & Liu, Luning & Zheng, Dequan & Li, Bin, 2023. "Estimating travellers’ value when purchasing auxiliary services in the airline industry based on the RFM model," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    9. Fasone, Vincenzo & Kofler, Lukas & Scuderi, Raffaele, 2016. "Business performance of airports: Non-aviation revenues and their determinants," Journal of Air Transport Management, Elsevier, vol. 53(C), pages 35-45.
    10. Bies, Suzanne M.T.A. & Bronnenberg, Bart J. & Gijsbrechts, Els, 2021. "How push messaging impacts consumer spending and reward redemption in store-loyalty programs," International Journal of Research in Marketing, Elsevier, vol. 38(4), pages 877-899.
    11. Bies, Suzanne, 2022. "Examining the effectiveness of activation techniques on consumer behavior in temporary loyalty programs," Other publications TiSEM ade86df3-4846-4318-938f-a, Tilburg University, School of Economics and Management.
    12. Choi, Jong Hae & Park, Yonghwa & Wang, Kun & Xia, Wenyi, 2020. "Whether low-cost-carrier passengers spend more on duty-free goods at the airport? Evidence from Incheon International Airport," Journal of Air Transport Management, Elsevier, vol. 86(C).
    13. Martín, Juan Carlos & Martín-Domingo, Luis & Lohmann, Gui & Spasojevic, Bojana, 2019. "The role of travel patterns in airport duty-free shopping satisfaction: A case study from an Australian regional airport," Journal of Air Transport Management, Elsevier, vol. 80(C), pages 1-1.
    14. Tavalaei, M. Mahdi, 2020. "Waiting time in two-sided platforms: The case of the airport industry," Technological Forecasting and Social Change, Elsevier, vol. 159(C).
    15. Del Chiappa, Giacomo & Martin, Juan Carlos & Roman, Concepcion, 2016. "Service quality of airports' food and beverage retailers. A fuzzy approach," Journal of Air Transport Management, Elsevier, vol. 53(C), pages 105-113.
    16. Fuerst, Franz & Gross, Sven, 2018. "The commercial performance of global airports," Transport Policy, Elsevier, vol. 61(C), pages 123-131.
    17. Mahmut Bakır & Şahap Akan & Emircan Özdemir & Phi-Hung Nguyen & Jung-Fa Tsai & Hong-Anh Pham, 2022. "How to Achieve Passenger Satisfaction in the Airport? Findings from Regression Analysis and Necessary Condition Analysis Approaches through Online Airport Reviews," Sustainability, MDPI, vol. 14(4), pages 1-20, February.
    18. Miguel Llorens & Adolfo Hernández, 2021. "A study on the downloading intention of fashion retailers’ apps," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(4), pages 349-362, December.
    19. März, Armin & Lachner, Michael & Heumann, Christian G. & Schumann, Jan H. & von Wangenheim, Florian, 2021. "How You Remind Me! The Influence of Mobile Push Notifications on Success Rates in Last-Minute Bidding," Journal of Interactive Marketing, Elsevier, vol. 54(C), pages 11-24.
    20. Lin, Yi-Hsin & Wu, Hanjun & He, Hang & Tsui, Kan Wai Hong, 2023. "Changes in perceptions of airport services’ attributes: An assessment of the impacts of COVID-19," Transport Policy, Elsevier, vol. 141(C), pages 116-128.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:66:y:2022:i:c:s0969698922000340. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.