Optimizing Airline Digital Marketing Strategies: AnAnalytical Approach to KPI-Driven Decision Making
- سال انتشار: 1402
- محل انتشار: هشتمین همایش بین المللی مدیریت، حسابداری، اقتصاد و علوم اجتماعی
- کد COI اختصاصی: HMODIR08_047
- زبان مقاله: انگلیسی
- تعداد مشاهده: 56
نویسندگان
SeyyedAbdolHojjat MoghadasNian
Tarbiat Modares University, Tehran, Iran
Università Degli Studi di Firenze, Florence, Italy
Islamic Azad University, West Tehran Branch, Tehran, Iran
چکیده
This study delves into the critical role of Key Performance Indicators (KPIs) in shapingand optimizing digital marketing strategies within the airline industry. With the rapidevolution of digital platforms and consumer behaviors, airlines face the pressing need toadopt more analytical, data-driven approaches to marketing. This research aims toidentify, analyze, and evaluate how specific KPIs influence the effectiveness of digitalmarketing efforts, contributing to enhanced customer satisfaction, increased revenue, anda competitive edge in the market. Employing a mixed-methods approach that combinesqualitative and quantitative analyses, including semi-structured interviews, surveys, andcase studies from leading global airlines, the study offers comprehensive insights into thestrategic utilization of KPIs. Findings reveal that effective implementation of KPI-drivenstrategies significantly improves marketing outcomes across various digital channels. Theresearch underscores the importance of aligning digital marketing strategies withoverarching business objectives through a systematic application of KPIs, facilitatingimproved decision-making and marketing optimization. This study contributes to boththeoretical frameworks and practical applications in digital marketing and strategicmanagement, providing actionable recommendations for airlines to enhance their digitalmarketing strategies in the face of evolving technological landscapes and consumerpreferences.کلیدواژه ها
Digital Marketing, Airline Industry, Key Performance Indicators, StrategicManagement, Customer Satisfaction, Revenue Growth.اطلاعات بیشتر در مورد COI
COI مخفف عبارت CIVILICA Object Identifier به معنی شناسه سیویلیکا برای اسناد است. COI کدی است که مطابق محل انتشار، به مقالات کنفرانسها و ژورنالهای داخل کشور به هنگام نمایه سازی بر روی پایگاه استنادی سیویلیکا اختصاص می یابد.
کد COI به مفهوم کد ملی اسناد نمایه شده در سیویلیکا است و کدی یکتا و ثابت است و به همین دلیل همواره قابلیت استناد و پیگیری دارد.