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  • Analysis of Online-Marketplaces' Marketing Communications Aimed to Form Users' Loyalty on the Example of Taxi-Service on Moscow Market

Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Irina Musina
Analysis of Online-Marketplaces' Marketing Communications Aimed to Form Users' Loyalty on the Example of Taxi-Service on Moscow Market
Management
(Bachelor’s programme)
2019
The model of a C2C platform is actively developing and penetrating various market niches. One of the most important goals for a marketplace is forming users’ loyalty. The current study is devoted to identifying the factors determining the supply users’ loyalty level and determining the influence degree of certain marketing communications complex tools on the overall level of loyalty on the example of the taxi market.

The study is based on the results of in-depth interviews and a survey of drivers who use Yandex.Taxi platform. It includes the construction of a Kano model, conducting regression and cluster analyzes. The result of the study is to provide recommendations on the improvement of marketing communication complex tools for Yandex.Taxi.

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