The mobile marketing practices' effect on the marketing performance and customer satisfaction: The research on travel agencies

Tourism is a fast-growing sector where competition is experienced insensively. Businesses running in tourism sector, will meet the rapid changes in the market and get the competitive advantage by mobile marketing practices. Finding out the marketing performance of mobile marketing practices and their effect on customer satisfaction is the purpose of this study. In this regard, two different kind of survey is conducted on A group travel agencies and their customers. Samples from both populations are selected by convenience sampling method and survey results are derived from 503 senior executives of travel agencies and 512 customers. In the survey conducted on customers, customer satisfaction is measured by SERVQUAL model. All data obtained from both surveys are analysed through SPSS packaged software. According to the results derived from the analysis, while mobile marketing practices increase the sales, profitability ratio and number of customers, it reduce marketing costs. From the point of customer satisfaction, customers, in general, couldn't get the service quality desired. Keywords: Tourism Sector, Mobile Communication, Mobile Marketing, Mobile Travel Agent Customer Satisfaction