A geração de valor: um modelo aplicado ao fortalecimento e geração de demanda no setor de transporte de passageiros

Abstract

In recent years, inter-municipal passenger transport companies in the state of Rio Grande do Sul have been facing an increasingly competitive market in which technological innovations have encouraged the creation of alternative mobility options for the population and, consequently, new competitions in the sector. Given this scenario, companies need to create and participate in actions that strengthen their performance to attract, retain and regain their customers. In an analysis of this sector, it was observed that the current moment of most passenger transport companies in RS presents little competitiveness when the subject to be discussed is innovation, technology, price, comfort and satisfaction for its users and, as a result, end up not being chosen when there are, at the same time, other transport options that offer value-added services that guarantee passenger satisfaction. Considering this, it becomes completely relevant to the companies' strategic and competitive viability that they make every effort in a new model that allows users to be satisfied to choose the services offered by the regular companies of Rio Grande do Sul. With these considerations, this paper aims to present a model applied to the demand strengthening and generation that aims to guarantee to the customers a new relationship model that generates satisfaction and adds value in their travel experience. The in-depth study of researches and relationship marketing concepts, as well as the application of tools such as the “Blue Ocean” and the “Value Proposition Canvas” allowed us to identify and understand what customers need and to adjust to their desires so the suggested model could achieve the best possible performance for users' requirements. Therefore, the proposed model seeks to recover this demand and turn it into better results for the companies involved. Operational, strategic, political, legal, and financial feasibility analyzes have shown that the model largely becomes applicable as there are major barriers to break for its full implementation, from the current regulatory model to a change in managers’ mindset, who often do not focus on the innovation and creativity needed to do so.