Innovation science and technologiy Volume 2 Issue 5 (2026)
MECHANISMS FOR EVALUATING AND IMPROVING THE EFFECTIVENESS OF MARKETING STRATEGIES IN THE PUBLIC TRANSPORT SECTOR
Berdiyorov, Temur
Abstract
This article analyzes the mechanisms for assessing and improving the effectiveness of marketingstrategies in the public transport sector. During the study, the impact of service quality, digital paymentsystems, pricing policy and marketing communications on passenger flow was studied. The dynamics of thedevelopment of the Tashkent city public transport system in 2020-2024 was assessed based on statisticaldata. The results of the analysis showed that digital services, electronic payment systems and infrastructuremodernization influenced the increase in passenger flow and the level of service utilization. A multi-level modelfor assessing marketing effectiveness was developed and scientific recommendations were formulated fortransport enterprises on the development of service quality, customer loyalty and digital communications.
public transport, marketing strategy, service quality, digital payment system, passenger flow, marketing effectiveness, SERVQUAL, digital communication, MaaS, transport infrastructure.
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