Atração de jovens usuários para o transporte coletivo de passageiros efetuado por ônibus: estudo de caso na empresa expresso coletivo Forquilhinha

Abstract

The collective passenger transport is a service that in addition to having economic importance, it has great social relevance. However, it is undergoing a decrease of users, mainly due to the fact that people started to adopt other forms of transportation, especially the automobile. However, companies can not wait to ever-increasing occurrence in passenger demand drop and then begin to act. In addition to the operational competence the problem is the marketing concepts of the domain. Realizing the importance of the issue and on this negative situation of the sector, it was decided to direct the course of completion of work in identifying the causes, suggesting opportunities to attract passengers for Public Transportation Systems Passenger. Thus, the aim of this study was to present service marketing strategies that can be used for the accession of young people to public transport system in a company of Criciuma sector - SC. It was found that most of the public transportation nonusers youth claims that prefer to use the car while it was found that users adopt this form of transport due to the factor economy. However, the vast majority of current non-users said they have made use of this form of transport, stating that they would like to use more often. Thus, it is observed that there is a latent demand that can be absorbed by the company, just that the organization implement ways to promote their adherence to the use of their services.