Havayolu İşletmeleri Mobil Pazarlama Uygulamaları Algısının Yolcuların Demografik Özellikleri Yönünden İncelenmesi
Analysis of Airline Mobile Marketing Implementations’ Perception As Per Passengers’ Demographic Traits

Summary/Abstract: By developed digital technology and applied these improvements on the mobile applications have been recognized by consumers and quickly have been wide-spreaded. Since the marketing management are aware of this consumer purchasing behaviors, having seen this tendency, they put mobile applications to their marketing program in order to get benefit of mobile marketing activities. Commercial air passenger transportation is also one of the most common industry of use for mobile technologies. Therefore, the purpose of this study is to show how airline mobile marketing applications are perceived by customers in terms of their demographic traits. In terms of subject a research was conducted by customers who previously were purchased airline ticket and at the same time flew. In the study Aakay’s mobile marketing scale which consist of 15 questions was used. The scale was subjected to factor and reliability analysis to make it fit for the study. In the result of the factor and reliability analysis, 4 questions omitted from the list then four dimensioned scale was ready for analysis. Then, the average value of the each dimension of scale, the frequency of receiving mobile messages and the average time spent on the internet have been determined. Then, "t" tests and one way analysis of variance were conducted to determine the mobile marketing perception in terms of the demographic characteristics of the customers. As a result of the analysis made, it was determined that there is no significant difference in customers' mobile marketing perceptions according to gender status and age groups. In the one-way Anova analysis made according to the educational status, it was determined that mobile marketing perception was perceived differently in all dimensions, according to the income groups; it was seen that there was a significant difference only in the effect of mobile marketing on purchasing decisions, according to the frequency of receiving messages, there were statistically significant differences in the dimensions of the impact of mobile marketing on purchasing decisions, the interest in mobile marketing and the overall view of mobile marketing activities. In generally summarized, it is found that mobile marketing perception has changed more than one demographic traits. Moreover, as per the result of person correlation analysis, it is determined that there are significant and positive correlations between purchased items and customer expenditures, between customers incomes and customers expenditures; between customers ages and customers incomes; between average internet usage duration and customers expenditures.

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