Análise do mix de marketing de serviços de transporte de passageiros através de dispositivos móveis no Brasil

Abstract

This article seeks to evaluate the importance of mix elements of services marketing for competitive advantage acquisition of operating companies or startups in the e-hailing sector. The e-hailing sector refers to all passenger service provided by application through. In order to achieve this goal, the article was prepared by descriptive research, the method used was multiple case study and research procedures used were documental and bibliographical analysis. The collection and analysis of data was carried out by researchers through structured observation technique of the seven service marketing elements used by the three most widespread companies in Brazil. The authors showed that in the e-hailing sector, the best marketing elements developed by the companies analyzed are: service, price, promotion, processes and people. The search result guides managers and business groups in the e-hailing sector on how the elements of marketing services should be treated in order to achieve competitive advantage.