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Social Software Platforms as Motor of Relationship Marketing in Services: A Conceptual Framework with Focus on the Airport Industry
Abstract
The traditional role of German airports as providers of infrastructure serving macro-economic purposes gives way to a more market-oriented understanding. Airports with overlapping catchment areas increasingly compete for airlines and passengers. Despite an evolving awareness of the need for customer-orientation, airports lack genuine passenger insights, as airlines and tour operators own the passenger relationship. The emergence of public Social Software Platforms (SSP), such as the online social network Facebook or the micro-blogging service Twitter, provides airports with the opportunity to take a genuine customer-centric approach to airport service quality. The chapter provides an overview of the convergence of social and technological networks. Touching on the ‘need-satisfier’ approach of economist Max-Neef and contributions of self-determination theory, the motivational pull of SSP is analyzed, and success factors for harnessing their Relationship Marketing potential are deduced. Finally, the chapter summarizes opportunities and challenges for airport organizations when engaging with passengers on SSP.
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