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Análisis De Los Efectos Del Marketing Móvil En La Satisfacción Del Usuario De Las Infraestructuras Aeroportuarias”, Realizada Por El Doctorando Lázaro Florido Benítez

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Análisis De Los Efectos Del Marketing Móvil En La Satisfacción Del Usuario De Las Infraestructuras Aeroportuarias”, Realizada Por El Doctorando Lázaro Florido Benítez ! UNIVERSIDAD DE MÁLAGA FACULTAD DE TURISMO ANÁLISIS DE LOS EFECTOS DEL MARKETING MÓVIL EN LA SATISFACCIÓN DEL USUARIO DE LAS INFRAESTRUCTURAS AEROPORTUARIAS TESIS DOCTORAL LÁZARO FLORIDO BENÍTEZ MÁLAGA, 2015 AUTOR: Lázaro Florido Benítez EDITA: Publicaciones y Divulgación Científica. Universidad de Málaga Esta obra está sujeta a una licencia Creative Commons: Reconocimiento - No comercial - SinObraDerivada (cc-by-nc-nd): Http://creativecommons.org/licences/by-nc-nd/3.0/es Cualquier parte de esta obra se puede reproducir sin autorización pero con el reconocimiento y atribución de los autores. No se puede hacer uso comercial de la obra y no se puede alterar, transformar o hacer obras derivadas. Esta Tesis Doctoral está depositada en el Repositorio Institucional de la Universidad de Málaga (RIUMA): riuma.uma.es BENJAMÍN DEL ALCÁZAR MARTÍNEZ, PROFESOR TITULAR DE LA UNIVERSIDAD DE MÁLAGA (ÁREA DE COMERCIO Y GESTIÓN) INFORMA: Que durante el período 2012-15 ha venido dirigiendo la tesis doctoral titulada “Análisis de los efectos del marketing móvil en la satisfacción del usuario de las infraestructuras aeroportuarias”, realizada por el doctorando Lázaro Florido Benítez. Que da su visto bueno a la presentación de dicha Tesis Doctoral para su lectura y defensa. Lo cual se firma en Málaga, a 10 de Abril de 2015. Para mis dos flores que poseo Alba y Nerea a mi mujer María Dolores por su paciencia a mi madre Manuela que me escucha y me anima a mi padre Lázaro que me inculcó la perseverancia y a mis cuatro herman@s que me han apoyado y entendido Antonia, Manuela, Ana Isabel y José gracias a todos que habéis sido mi rosa de los vientos en este camino tan duro. “La ciencia que se aparta de la justicia, más que ciencia debe llamarse astucia. Las ciencias y las letras son el alimento para la juventud y el recreo de la vejez, ellas nos dan esplendor en la prosperidad y son un recurso y un consuelo en la desgracia” Cicerón ! UNIVERSIDAD DE MÁLAGA FACULTAD DE TURISMO ANÁLISIS DE LOS EFECTOS DEL MARKETING MÓVIL EN LA SATISFACCIÓN DEL USUARIO DE LAS INFRAESTRUCTURAS AEROPORTUARIAS TESIS DOCTORAL PRESENTADA POR EL DOCTORANDO: D. LÁZARO FLORIDO BENÍTEZ DIRECTOR: Dr. BENJAMÍN DEL ALCÁZAR MARTÍNEZ MÁLAGA, 2015 AGRADECIMIENTOS En este tipo de proyecto de investigación donde la ayuda de otras personas es indispensable para su finalización, es conveniente y cortés, y en nuestro caso es además una satisfacción el recoger el agradecimiento de todas aquellas personas y empresas que nos han ayudado. Por ello, queremos agradecer a todos, el apoyo y la ayuda desinteresada que en muchas ocasiones nos brindaron. Me gustaría aprovechar este espacio para mostrar mi más profundo agradecimiento a todos aquellos compañeros que de alguna manera u otra, forman parte importante de este logro tan significativo para mí. En primer lugar quisiera agradecer muy especialmente a mi director de Tesis Dr. Benjamín del Alcázar Martínez, su apoyo, recomendaciones, correcciones y orientaciones. Y sobre todo sus palabras de ánimo en los momentos más difíciles, el sabe muy bien que ha habido momentos muy duros para mí. Agradezco mucho su entusiasmo y positivismo. De igual forma, agradezco a la Dra. Eva María González Robles, su apoyo, consideraciones relativas al tema de metodología de la investigación, conocimientos estadísticos de forma tan generosa. Gracias por hacerme ver que algunas barreras no eran tan difíciles. Felicitar a Ramiro Petrizzi, que al igual que yo hemos estado trabajando para llegar a nuestro objetivo final, que no era otro que lograr nuestro tan ansiado doctorado. Álvaro Guillén, Antonio Ruiz, Yanira, Omar y José Martín “mi lepero” para los demás Don José, por alegrarme la vida y reírnos de nuestros buenos momentos pasados y los que vendrán. Un abrazo a todos. En el plano personal, me gustaría agradecer sinceramente a mi familia el apoyo que siempre me ha brindado en todos los aspectos. A mi padre Lázaro siempre presente en mi memoria y corazón, aún recuerdo en el salón de la casa donde me decía: ¿Lázaro lo que estas estudiando para que es? ¿Eso es mejor que tu trabajo actual? Yo le contesté que sí y que estudiaba para ser profesor e investigador de la Universidad de Málaga, y seguidamente él me contestó, pues venga, tu haz lo que te guste y que seas muy feliz. A mi madre Manuela, ya que sin su apoyo y sus palabras de cariño no hubiera sido posible avanzar física y mentalmente. A mis tres hermanas Antonia, Manuela, Ana Isabel y mi hermano José, por el respaldo y ánimo que me han dado desde que me inicie en este proyecto de investigación. Por último, debo agradecer muy especialmente a mis tres mujeres que me han soportado diariamente, y que les compensaré del tiempo perdido que no he disfrutado con ellas en este período espacial de tiempo que me ha conllevado este proyecto. Mi mujer María Dolores, que siempre me recuerda “para un poquito y descansa” y mis dos hijas Alba y Nerea, ellas han sido el motor por el cuál no podía parar y alcanzar este objetivo personal y académico que tanto he perseguido, siempre les he dicho: estudiar no te hace más listo, más rico, ni mejor persona, sólo te abre una puerta que te hace entender mejor tu entorno y la vida que te ha tocado vivir. Os quiero a las tres. Nuestro agradecimiento también a las personas que respondieron a la invitación para participar en nuestra investigación empírica, dándonos valiosa información y dedicándonos parte de su preciado tiempo, especialmente, a Jesús Florido director de Iberoservice en Andalucía. Gracias a todos ÍNDICE CAPÍTULO 1: INTRODUCCIÓN …………………………………………………. 17 1.1. JUSTIFICACIÓN DEL ESTUDIO ………………………………………………………. 20 1.2. OBJETIVOS DE LA INVESTIGACIÓN ……………………………………………….. 22 1.3. METODOLOGÍA DE LA INVESTIGACIÓN .………………………………………… 25 1.4. ESTRUCTURA DEL TRABAJO DE INVESTIGACIÓN …………………………….. 26 CAPÍTULO 2: MARCO CONCEPTUAL DE LA INVESTIGACIÓN ………..… 27 2.1. CONCEPTUALIZACIÓN DEL MOBILE MARKETING ……………………………… 28 2.1.1. El mobile marketing y su identidad con el marketing directo ………………… 34 2.1.2. Concepto de aplicación móvil y sus modalidades …………………………….. 38 2.1.3. Servicios del mobile marketing a los pasajeros aeroportuarios ……………… 58 2.2. CONCEPTUALIZACIÓN DE SATISFACCIÓN ……………………………………….. 67 2.2.1. Revisión de la literatura del concepto satisfacción ……………………………… 67 2.2.2. Valor de relación entre aeropuerto-pasajero …………………………………….. 80 2.2.3. Influencia de las características del pasajero en la satisfacción global ………. 87 2.2.4. Ventajas e inconvenientes de la herramienta mobile marketing en los niveles de satisfacción global del pasajero ……………………………………… 97 2.3. CONCEPTUALIZACIÓN DE IMAGEN ……………………………………………….. 110 2.3.1 Revisión de la literatura del concepto de imagen ……………………………… 110 2.3.2. Dimensiones de la imagen ……………………………………………………….. 113 2.3.3. Teorías de la imagen ……………………………………………………………… 122 2.3.4. Influencia del mobile marketing en la imagen del aeropuerto …………………130 2.3.5. Ventajas e inconvenientes de la imagen global en la herramienta de comunicación mobile marketing …………………………………………………. 136 CAPÍTULO 3: OBJETIVOS DE ANÁLISIS Y JUSTIFICACIÓN DEL MODELO PROPUESTO ……………………………………….. 143 3.1. INTRODUCCIÓN ……………………………………………………………………….. 144 3.2. JUSTIFICACIÓN DEL MODELO PROPUESTO ……………………………………. 146 3.3. DEFINICIÓN DEL MODELO DE TRABAJO E HIPÓTESIS A CONTRASTAR …. 148 3.3.1. Escalas de medida de la implementación del mobile marketing ……………. 151 3.3.2. Justificación de las hipótesis propuestas ……………………………………… 157 CAPÍTULO 4: DISEÑO DE LA INVESTIGACIÓN EMPÍRICA ………………. 167 4.1. INTRODUCCIÓN ………………………………………………………………………. 168 4.2. DISEÑO DEL CUESTIONARIO ………………………………………………………. 168 4.3. RECOGIDA DE DATOS Y FICHA TÉCNICA DEL ESTUDIO …………………….. 172 4.4. ANÁLISIS DESCRIPTIVO DE LA MUESTRA ..…………………………………….. 173 4.5. METODOLOGÍA DE LA INVESTIGACIÓN ………………………………………….. 177 4.6. JUSTIFICACIÓN DE LA METODOLOGÍA UTILIZADA ……………………………. 178 4.6.1. Objetivo de la metodología ………………..……………………………………. 179 4.6.2. Relaciones entre variables y modelos de medida: reflectivos versus formativos …………………………………………………………………..…….. 180 4.6.3. Selección de la metodología de este proyecto de investigación …………… 185 CAPÍTULO 5: ANÁLSIS DE LOS RESULTADOS …………………………….. 189 5.1. INTRODUCCIÓN ……………………………………………………………………….. 190 5.2. ESTIMACIÓN DEL MODELO DE MEDIDA …………………………………………. 191 5.2.1. Evaluación y validación de los índices formativos ……………………………. 192 5.2.2. Evaluación y validación de los indicadores reflectivos…………………………197 5.3. ANÁLISIS Y EVALUACIÓN DEL MODELO ESTRUCTURAL …………………….. 202 CAPÍTULO 6: CONCLUSIONES DE LA INVESTIGACIÓN …………………. 215 6.1. CONCLUSIONES ………………………………………………………………………. 216 6.1.1. Conclusiones del constructo satisfacción ……………………………………… 216 6.1.2. Conclusiones del constructo información ……………………………………… 220 6.1.3. Conclusiones del constructo seguridad ……………………………………….. 221 6.1.4. Conclusiones del constructo venta cruzada …………………………………… 223 6.1.5. Conclusiones del constructo imagen-percepción ………………….…………. 224 6.1.6. Conclusiones de los efectos de la implementación del mobile marketing …. 226 6.2. LIMITACIONES DE LA INVESTIGACIÓN ……………………………………………. 231 6.3. FUTURAS LÍNEAS DE INVESTIGACIÓN ……………………………………………. 233 REFERENCIAS BIBLIOGRÁFICAS ……………………………………………. 235 ANEXO: CUESTIONARIO ……………………………………………………….. 301 ÍNDICE DE FIGURAS, CUADROS Y TABLAS FIGURAS Página Figura 2.1: Similitudes del mobile marketing con el marketing directo ………………………. 37 Figura 2.2: Total descargas de apps gratuitas y de pago en el mundo………………………. 39 Figura 2.3: Mercado de los sistemas operativos móviles en España 2014-13 ………………
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