Modelo de fidelização aplicado ao transporte rodoviário de passageiros: uma proposta estratégica

Abstract

The passenger road transport sector in Brazil plays an essential role in intercity and interstate mobility, connecting millions of people and ensuring integration between urban centers and remote areas. Regulated by the National Land Transport Agency (ANTT) and represented by entities such as the Brazilian Association of Land Passenger Transport Companies (ABRATI), the sector holds significant economic and social relevance. However, it faces challenges such as poor road infrastructure, competition from alternative and informal modes, rising operational costs, and a shift in consumer profiles, which are increasingly demanding and digitalized. In this context, developing solutions that promote customer retention becomes a strategic necessity, as maintaining loyal passengers is more cost-effective than acquiring new ones, in addition to generating greater long-term value. The general objective of this study is to develop a retention model that maximizes the demand of current customers in passenger road transport, contributing to the sustainability and competitiveness of companies in the sector. The methodology used is classified as descriptive research with a qualitative approach, supported by bibliographic and documentary review, interviews, and benchmarking with leading companies in loyalty practices from the airline, banking, and digital retail sectors. Based on the analysis of the sector environment and market best practices, the Conexão 360 model was structured to integrate personalization, technology, and customer experience. The Conexão 360 model is based on six interdependent pillars covering actions related to the customer journey, data collection and analysis, benefits programs, segmented communication, technological innovation, and continuous monitoring of performance indicators. The proposal also includes a phased implementation plan, adaptable to the size and digital maturity level of each organization. The model’s feasibility was evaluated under five dimensions: operational, technical, political-legal, strategic, and financial. The results indicate that, with gradual and targeted investments, companies can achieve significant gains in occupancy rate, average revenue per passenger, customer loyalty, and brand value perception. It is concluded that the Conexão 360 model represents a concrete opportunity to reposition passenger road transport in Brazil, strengthening customer relationships, raising service standards, and creating sustainable competitive advantages. Its application in pilot projects is recommended for adjustments and practical validation, as well as integration with socioenvironmental responsibility actions to further enhance its value proposition.