CONSUMER PERCEPTION TOWARDS RELATIONSHIP OF MOBILE MARKETING AND ONLINE SHOPP?NG: A RESEARCH TOWARDS TRAVEL AGENCY CUSTOMERS

Abstract

Author(s): Bayram ?AH?N* zge CIBIT

Developments in the area of technology, as in many other sectors, also shows its effects in the marketing sector. Since the developments in the information technology occurs so rapidly, it forces businesses to evolve or innovate. This innovations in communication technology provide the latest technology of following services for tourism businesses. Technogical developments by using a common way of mobile devices has mobilized the marketing activities with this tools. Mobile marketing which occurs as a result of developments in the mobile communication technology, became frequently preferred method by the businesses with the increased use of mobile devices. Today, when we evaluate the use of mobile phone, clearly, from being a luxury we can see that it became a basic necessity. This has increased the level of interest in the use of the internet, it began to spread as an important marketing tool with the benefits offered to both consumers and businesses. In addition to that, the number of people interested in the activities that take place online has increased day by day. In this research; we investigated whether there is a relationship between consumers' willingness to shopping online and the perception of mobile marketing. Survey was applied to clients of 386 travel agents. Obtained data analyzed with the SPSS 21.00 program. According to findings of this study, it’s concluded that there is a positive and significant relationship between perception of the clients of travel agents and tendency to book online.

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