International mobile marketing: a satisfactory concept for companies and users in times of pandemic

Florido-Benítez, Lázaro

doi:10.1108/bij-06-2021-0303

Cited by 36 publications

(30 citation statements)

References 111 publications

(144 reference statements)

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“…Os smartphones modificaram o comportamento humano no setor de marketing, como consequência oferecem inúmeras oportunidades de negócio no mobile marketing (Fritz, et al, 2017). Dessa maneira os smartphones e aplicativos, nichos específicos do setor de tecnologia mobile, se tornaram ferramentas profissionais em que empresários utilizam como modelo de negócio principal ao invés de modelos tradicionais empresariais (Florido-Benítez, 2021).…”

Section: De Marketingunclassified

Desenvolvimento de um aplicativo multilateral de gerenciamento de negócios para microempreendedores individuais do setor de estética

Marques

Ferreira²,

Grande³

et al. 2022

RSD

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O marketing é uma ferramenta primordial nas relações de troca e venda do meio comercial. Para um melhor relacionamento com o público-alvo é necessário conhecer suas necessidades e trazer uma melhor experiência nos serviços e produtos que são adquiridos pelo consumidor final. A proposta deste artigo é fundamentar e propor um aplicativo de serviços de estética que em conjunto com o composto dos 4 P's estratégicos do marketing auxiliará microempreendedores individuais do ramo de estética a gerenciar os pedidos de agendamento, a abrangência da marca e o relacionamento com o público-alvo. Nesse sentido, o presente trabalho se classifica como pesquisa científica aplicada, sendo para tanto adotado para a construção do aplicativo para as plataformas móveis Android e iOS, o framework de desenvolvimento de aplicativos Flutter e a metodologia de arquitetura Clean Architecture idealizado por Robert C. Martin. A proposta avança em relação ao segmento de cliente atendido, seguindo um conceito padrão de desenvolvimento de aplicativos mobile, uma vez que a arquitetura do aplicativo foi construída de modo a facilitar a otimização e futuras modificações caso surjam novas demandas técnicas, além de atender solicitações de mudanças com base no comportamento e exigências dos prestadores e consumidores. Assim o desenvolvedor responsável pelo aplicativo poderá aplicar correções e atualizações no menor tempo possível de acordo com a demanda levantada.

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Section: De Marketingunclassified

Desenvolvimento de um aplicativo multilateral de gerenciamento de negócios para microempreendedores individuais do setor de estética

Marques

Ferreira²,

Grande³

et al. 2022

RSD

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show abstract

“…Before the COVID-19 pandemic and in the two years since, delivering a "zero-defect" experience has represented the most difficult challenge for any service provider (Florido-Benı ´tez, 2022;Cusin and Flacandji, 2021). Because of a wide range of different factors, both within and without the service provider's control (Koc, 2019), problems can arise at any time or any place during a service encounter.…”

Section: Introductionmentioning

confidence: 99%

Customer responses to airline companies' service failure and recovery strategies: the moderating role of service failure habit

Elbaz

Soliman

Al-Alawi³

et al. 2022

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Purpose The purpose of this study is to investigate the perceived severity of service failure (PSSF) and service recovery strategies (SRSs) as antecedents of customer forgiveness (CF), customer reconciliation, negative word-of-mouth and re-patronage intention as outcomes across two Middle Eastern countries: Egypt and Oman. Design/methodology/approach A quantitative technique was used, using a questionnaire, to collect data from customers of the national airline companies of Egypt and Oman. The perspectives of 1,084 airline customers were analysed using partial least squares-structural equation modelling. Findings The results of this study show that service failure severity has a negative influence on the effectiveness of SRSs. In turn, proper SRSs strongly and positively affect both Egyptian and Omani CF. Furthermore, the findings of this study indicate that service failure habit plays an important role in increasing the negative influence of perceived service failure severity on Egyptian, but not Omani, CF. Overall, results suggest that CF differs considerably between Egyptians and Omanis. Originality/value This study developed and empirically examined a comprehensive conceptual model of the drivers and outcomes of CF of airline companies. This study provides academics with meaningful insights into how social and cultural differences between customers in different countries can result in sometimes dramatically different behaviours following a service failure.

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“…New Internet technologies such as social media play an important role in park management and marketing [ 20 ]. Florido-Benítez (2022) pointed out that, during the epidemic, international mobile marketing was an important tool to identify, predict and meet customer needs [ 21 ].…”

Section: Introductionmentioning

confidence: 99%

Connecting Recreational Service to Visitor’s Well-Being: A Case Study in Qianjiangyuan National Park

Zhou

Cai

Chen

2022

IJERPH

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Natural ecosystems provide service value to people in the region; especially in some nature reserves and national parks, the ecosystem recreational service function is more significant. It is worth paying attention to whether the recreational service function of this ecosystem can serve tourists outside the region and improve their well-being. Taking Qianjiangyuan National Park in China as the research site, based on the Spatially Explicit Ecosystem Services Comprehensive Assessment Model (ESTIMAP), we used the ecosystem services mapping tool to propose a comprehensive assessment framework for ecosystem recreational services and to explore the relationship between recreational services and the well-being of tourists. As a result, we identified the spatial distribution of the supply and demand flow paths of ecosystem recreational services and estimated that the actual flow of ecosystem recreational services was about 12.1 persons/km2 per year. In terms of personal well-being, ecosystem recreational services have a significant positive impact on tourists’ well-being. The service value is concentrated in amusement places and recreational activities, and dynamic recreational activities have a greater impact on tourists. The research results suggest that to improve the well-being of tourists and the value of ecosystem recreational services, national parks and nature reserves should improve accessibility and the participation of tourists in recreational activities.

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International mobile marketing: a satisfactory concept for companies and users in times of pandemic

Cited by 36 publications

References 111 publications

Desenvolvimento de um aplicativo multilateral de gerenciamento de negócios para microempreendedores individuais do setor de estética

Desenvolvimento de um aplicativo multilateral de gerenciamento de negócios para microempreendedores individuais do setor de estética

Customer responses to airline companies' service failure and recovery strategies: the moderating role of service failure habit

Connecting Recreational Service to Visitor’s Well-Being: A Case Study in Qianjiangyuan National Park

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