An evaluation of digital marketing applications in airline sector
Küçük Resim Yok
Tarih
2019
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
OJS/PKP
Erişim Hakkı
Attribution-NonCommercial-NoDerivs 3.0 United States
info:eu-repo/semantics/openAccess
info:eu-repo/semantics/openAccess
Özet
In the age of digital transformation , enterprises use digital marketing practices effectively in order to increase customer loyalty considering customer relationship management, to create difference and to provide competitive advantage. The airway sector, where the acceleration is fast and the competition is high, aims to present fast and secure user experience and make the customer live a different traveler experience by using all technology and marketing related platforms. Research problem is that it is a necessity for airline brands to digitalize by utilizing the richness of technology and to offer digital applications to consumers at the local / global platform. The aim of this study is to investigate the digital marketing strategies of a number of national and international airway companies such as e-mail marketing, web marketing, social media marketing and mobile applications and to analyze the positioning of digital marketing applications. Because digital marketing is the leading actor of marketing and it is presented as the real throne of virtual world in the airway sector. For this reason, best practices from Turkey and abroad were analyzed in the context of the effect of digital marketing on the customer relations management by using descriptive method and screening method. The findings of the research shows that, by the changes in the customer expectations and demands, the airway companies try to use the digital marketing tools effectively. However, the usage of right strategy for digital management is important to make difference and compete in the airway sector.
Açıklama
Anahtar Kelimeler
Digital marketing, Social media, Customer relationship management, Airway sector, Mobile applications
Kaynak
International Journal of Human Sciences
WoS Q Değeri
Scopus Q Değeri
Cilt
16
Sayı
2
Künye
Karaağaoğlu, N. ve Çiçek, M. (2019). An evaluation of digital marketing applications in airline sector. International Journal of Human Sciences, OJS/PKP. 16(2), s. 76-93.
