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

In: Computational and Strategic Business Modelling

Author

Listed:
  • 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)

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.

Suggested Citation

  • Damianos P. Sakas & Dimitrios P. Reklitis & Panagiotis Trivellas, 2024. "Competitive Differentiation in Airlines’ Mobile Applications with the Assistance of Eye-Tracking Research," Springer Proceedings in Business and Economics, in: Damianos P. Sakas & Dimitrios K. Nasiopoulos & Yulia Taratuhina (ed.), Computational and Strategic Business Modelling, pages 87-94, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-41371-1_9
    DOI: 10.1007/978-3-031-41371-1_9
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