Drivers of loyalty and consumer satisfaction with shearing urban mobility services: Carsharing, ridesharing, bikesharing, and kicksharing

Aim. To identify drivers of loyalty and consumer satisfaction with urban mobility shearing services.

Objectives. To determine the characteristics of the use of shearing services; to formulate issues for shearing services that require priority attention; to identify drivers of loyalty and barriers to the use of shearing services, as well as drivers of user satisfaction with shearing services; to formulate recommendations for the development of the quality of shearing services.

Methods. The authors applied the method of sociological survey (with participation of 615 respondents who use urban mobility sharing services at least once a year). The NPS index was used to identify drivers of loyalty, CSI index was used to detect drivers of customer satisfaction. The study was conducted in the context of such sharing services as carsharing, ridesharing, bikesharing and kicksharing, taking into account the relevant specific determinants of the quality of sharing services. The results were processed using general scientific methods of analysis and synthesis of information.

 Results. Users are loyal to carsharing, bikesharing and kicksharing, but not loyal to ridesharing. However, they are satisfied with ridesharing services in all four segments. The main drivers of loyalty were the convenience of using the services as an alternative to public transportation and the relative cheapness of the service. Respondents consider safety issues to be the main barrier. To a greater extent, consumers are satisfied with the technical side of the use of sharing services (we are talking about the convenience of the mobile application, confidentiality of personal data, technical condition of the car). Consumers are less satisfied with the speed of registration, loyalty programs, and the cost of insurance.

Conclusions. Due to the fact that users are not loyal to ridesharing, operators of these services should primarily pay attention to safety during the trip, social capital of drivers (rating system), as well as the variety and number of available routes. In general, the area of growth of competitiveness of the shearing services on transport can be traced in the improvement of product metrics of web and mobile versions of applications, development of loyalty programs and pricing of insurance products

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