Improving Efficiency of Air Travel Bookings Aggregator with Digital Marketing and Usability Features
Popov, Mikhail (2018)
Haaga-Helia ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018112418052
https://urn.fi/URN:NBN:fi:amk-2018112418052
Tiivistelmä
The main objective of this thesis was to find out how to improve the efficiency of an eTravel booking service with the help of digital marketing and usability features. The purpose was to study the factors that are implemented in the field of digital marketing and usability design with the example of air travel booking aggregator services.
The theoretical framework was based on the concepts of digital marketing, introduced by Chaffey D., and usability and communication design, described by McKay E.N and Jackson K. & Ciolek N. Throughout the study, the author connected the concepts of both fields in or- der to show how the digital marketing communication is implemented through the concept of the communication design.
The study was executed in the form of competitive benchmarking, conducted by the author. Competitive benchmarking allowed to compare the best practices of digital marketing and usability design that were implemented on three leading air travel booking aggregator plat- forms. This methodology used a quantitative approach. Additionally, an online illustrated sur- vey (a quantitative method) was conducted among the users of the platforms.
The findings indicated the most popular user interface elements (e.g. booking forms, filters) and usability features (e.g. interface informativeness and affordance) used on momondo.fi, skyscsanner.fi and ebookers.fi platforms with the help of competitive benchmarking. The us- ers’ preferences for usage of those elements and features were determined on the basis of the online illustrated survey.
In the conclusion of this thesis, the author provided some recommendations on the usage of the usability features that help to establish better communication with the users of the air travel booking aggregator platforms and, therefore, improve the efficiency of such kind of platforms. For instance, it’s good to engage users in filtering the content in the search results of the platform as it triggers in the enjoyment part of the positive online experience.
The theoretical framework was based on the concepts of digital marketing, introduced by Chaffey D., and usability and communication design, described by McKay E.N and Jackson K. & Ciolek N. Throughout the study, the author connected the concepts of both fields in or- der to show how the digital marketing communication is implemented through the concept of the communication design.
The study was executed in the form of competitive benchmarking, conducted by the author. Competitive benchmarking allowed to compare the best practices of digital marketing and usability design that were implemented on three leading air travel booking aggregator plat- forms. This methodology used a quantitative approach. Additionally, an online illustrated sur- vey (a quantitative method) was conducted among the users of the platforms.
The findings indicated the most popular user interface elements (e.g. booking forms, filters) and usability features (e.g. interface informativeness and affordance) used on momondo.fi, skyscsanner.fi and ebookers.fi platforms with the help of competitive benchmarking. The us- ers’ preferences for usage of those elements and features were determined on the basis of the online illustrated survey.
In the conclusion of this thesis, the author provided some recommendations on the usage of the usability features that help to establish better communication with the users of the air travel booking aggregator platforms and, therefore, improve the efficiency of such kind of platforms. For instance, it’s good to engage users in filtering the content in the search results of the platform as it triggers in the enjoyment part of the positive online experience.