MARKETING STRATEGIES AND PASSENGERS' ADOPTION OF RIDE-HAILING SERVICES
Samuel G. Etuk, Edim Eka James, Uduak E. Joseph
Abstract
This study examined marketing strategies and passengers’ adoption of ride-hailing services. Its specific aim was to assess the influences of marketing communication, service quality, relationship marketing, and E-marketing strategies on passengers’ adoption of ride-hailing services. The study adopted a cross-sectional survey research design. A structured questionnaire was adapted to obtain primary data from 277 passengers of Bolt ride-hailing service, while multiple linear regression was adopted to test the hypotheses developed for the study. Consequently, the study found that relationship marketing strategy had the highest significant positive effect on passengers’ adoption of ride-hailing services, followed chronologically by E-marketing, service quality, and marketing communications. Therefore, the study concluded that marketing strategies have a significant and positive influence on passengers’ adoption of ride-hailing services. The study further made practical implications and provided an agenda for future research. Keywords: Marketing Strategies, Passengers’ Adoption, Ride-Hailing, Ride-Sharing.