MECHANISMS FOR EVALUATING AND IMPROVING THE EFFECTIVENESS OF MARKETING STRATEGIES IN THE PUBLIC TRANSPORT SECTOR
DOI:
https://doi.org/10.5281/zenodo.20310293Keywords:
public transport, marketing strategy, service quality, digital payment system, passenger flow, marketing effectiveness, SERVQUAL, digital communication, MaaS, transport infrastructure.Abstract
This article analyzes the mechanisms for assessing and improving the effectiveness of marketing
strategies in the public transport sector. During the study, the impact of service quality, digital payment
systems, pricing policy and marketing communications on passenger flow was studied. The dynamics of the
development of the Tashkent city public transport system in 2020-2024 was assessed based on statistical
data. The results of the analysis showed that digital services, electronic payment systems and infrastructure
modernization influenced the increase in passenger flow and the level of service utilization. A multi-level model
for assessing marketing effectiveness was developed and scientific recommendations were formulated for
transport enterprises on the development of service quality, customer loyalty and digital communications.
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