Selected aspects of the marketing of bus transport companies during COVID-19
Abstract
The COVID-19 pandemic has caused a significant worldwide decrease in the number of passengers using bus transport in recent years. This phenomenon was caused by travelers’ fears of this disease, and at the same time, people started working from home. The aim of the paper is to analyze the importance of marketing and marketing strategies for bus companies. From our point of view, marketing is a tool for making bus transport more attractive for passengers. For the purposes of this post, we focus on customer perceptions of marketing and marketing strategies. We found that customers prefer Internet advertising the most, and the second most preferred type of advertising is print advertising. Their proposals in the subject area are also based on other findings that we dealt with in the survey. We investigated the motivation of passengers to use public transport, their opinion about the transport company in the Zilina region, and whether they use modern tools such as e-shops, virtual cards, and similar. As part of the papers processing, we used the questionnaire survey method, conducted a statistical evaluation of established hypotheses, and conducted a structured interview with the management of the bus company. From our point of view, it is marketing based on managerial experience and customer preferences that can be beneficial for the overall attractiveness of bus transport and, at the same time, significantly contribute to increasing the competitiveness of these businesses.
Keyword : marketing, management, marketing strategies, the bus transport companies, costumer’s preferences
How to Cite
Kicova, E., Ponisciakova, O., & Rosnerova, Z. (2023). Selected aspects of the marketing of bus transport companies during COVID-19. Business: Theory and Practice, 24(2), 473–487. https://doi.org/10.3846/btp.2023.18964
This work is licensed under a Creative Commons Attribution 4.0 International License.
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Behun, M., Gavurova, B., Tkacova, A., & Kotaskova, A. (2018). The impact of the manufacturing industry on the economic cycle of European Union countries. Journal of Competitiveness, 10(1), 23–39. https://doi.org/10.7441/joc.2018.01.02
Binet, L., & Field, P. (2009). Empirical generalizations about advertising campaign success. Journal of Advertising Research, 49(2), 130–133. https://doi.org/10.2501/S0021849909090163
Binet, M. E., & Facchini, F. (2015). The factors determining firm start-ups in French regions and the heterogeneity of regional labor markets. Annals of Regional Science, 54(1), 251–268. https://doi.org/10.1007/s00168-014-0653-x
Borysova, T., Monastyrskyi, G., Borysiak, O., & Protsyshyn, Y. (2021). Priorities of marketing, competitiveness, and innovative development of transport service providers under sustainable urban development. Marketing and Management of Innovations, 3, 78–89. https://doi.org/10.21272/mmi.2021.3-07
Bubalo, T., Rajsman, M., & Skorput, P. (2022). Methodological approach for evaluation and improvement of quality transport service in public road passenger transport. Tehnički vjesnik – Technical Gazette, 29(1), 139–148. https://doi.org/10.17559/TV-20201031104641
Chen, Y., Cramton, P., List, J., & Ockenfels, A. (2021). Market design, human behavior, and management. Management Science, 67(9), 5317–5348. https://doi.org/10.1287/mnsc.2020.3659
Clark, D., & Mathisen, T. A. (2020). Salience in a simple transport market. Research in Transportation Economics, 82, 100876. https://doi.org/10.1016/j.retrec.2020.100876
Dashdamirov, F., Javadli, U., & Verdiyev, T. (2022). Comparative analysis of the weight and quality of urban bus transport services: A case study of Baku. Scientific Journal of Silesian University of Technology. Series Transport, 116, 99–111. https://doi.org/10.20858/sjsutst.2022.116.6
Evans, M., Jamal, A., & Foxall, G. (2009). Consumer behaviour (2nd ed.). Wiley.
Esmailpour, J., Aghabayk, K., Aghajanzadeh, M., & De Gruyter, Ch. (2022). Has COVID-19 changed our loyalty towards public transport? Understanding the moderating role of the pandemic in the relationship between service quality, customer satisfaction and loyalty. Transportation Research Part A: Policy and Practice, 162(C), 80–103. https://doi.org/10.1016/j.tra.2022.05.023
Feng, J. (2022). Optimal control strategy model of marketing management based on consumer psychology. Mathematical Problems in Engineering, 8689244. https://doi.org/10.1155/2022/8689244
Ferrell, O., & Hartline, M. (2011). Marketing strategy. Cengage Learning.
Fumagalli, L. A. W., Rezende, D. A., & Guimaraes, T. A. (2021). Challenges for public transportation: Consequences and possible alternatives for the Covid-19 pandemic through strategic digital city application. Journal of Urban Management, 10(2), 97–109. https://doi.org/10.1016/j.jum.2021.04.002
Gajanova, L., Nadanyiova, M., & Lazaroiu, G. (2020). Specifics in brand value sources of customers in the banking industry from the psychographic point of view. Central European Business Review, 9(2), 1–18. https://doi.org/10.18267/j.cebr.232
Gajdosikova, D., Valaskova, K., Kliestik, T., & Machova, V. (2022). COVID-19 Pandemic and its impact on challenges in the construction sector: A case study of Slovak enterprises. Mathematics, 10(17), 3130. https://doi.org/10.3390/math10173130
Galabova, B. (2021). Open innovation – potential, constraints and prospects. International Scientific Journal Innovations, 9(1), 7–11.
Gkiotsalitis, K., & Cats, O. (2021). Public transport planning adaption under the COVID-19 pandemic crisis: Literature review of research needs and directions. Transport Reviews, 41(3), 374–392. https://doi.org/10.1080/01441647.2020.1857886
Gorzelanczyk, P. (2021). Examination of preferences in the field of mobility of the city of Pila in terms of services provided by the Municipal Transport Company in Pila. Open Engineering, 11(1), 205–215. https://doi.org/10.1515/eng-2021-0020
Hasan, M. M., Hossain, M. S., & Gotti, G. (2022). Product market competition and earnings management: The role of managerial ability. Review of Accounting and Finance, 21(5), 486–511. https://doi.org/10.1108/RAF-06-2021-0169
Harris, F. (2022). Social marketing: Ready to help revolutionise marketing education. Journal of Social Marketing, 12(3). 354–370. https://doi.org/10.1108/JSOCM-07-2021-0154
Heinberg, M., Ozkaya, H. E., & Taube, M. (2018). Do corporate image and reputation drive brand equity in India and China? Similarities and differences. Journal of Business Research, 86, 259–268. https://doi.org/10.1016/j.jbusres.2017.09.018
Javadinasr, M., Maggasy, T., Mohammadi, M., Mohammadian, A., Rahimi, E., Salon, D., Conway, M. W., Pendyala, R., & Derrible, S. (2022). The long-term effects of COVID-19 on travel behavior in the United States: A panel study on work from home, mode choice, online shopping, and air travel. Transportation Research Part F: Traffic Psychology and Behaviour, 90(1), 466–484. https://doi.org/10.1016/j.trf.2022.09.019
Kliestik, T., Nica, E., Suler, P., & Valaskova, K. (2020). Innovations in the company´s earnings management: The case for the Czech Republic and Slovakia. Marketing and Management of Inovations, 3, 332–345. https://doi.org/10.21272/mmi.2020.3-24
Kliestik, T., Sedlackova Novak, A., Bugaj, M., & Novak, A. (2022). Stability of profits and earnings management in the transport sector of Visegrad countries. Oeconomia Copernicana, 13(2), 475–509. https://doi.org/10.24136/oc.2022.015
Konecny, V., Bridzikova, M., & Senko, S. (2021). Impact of COVID-19 and anti-pandemic measures on the sustainability of demand in suburban bus transport. The case of the Slovak Republic. Sustainability, 13(9), 4967. https://doi.org/10.3390/su13094967
Kurram, K., & Attaullah, S. (2012). Understanding performance measurement through the literature. African Journal of Business Management, 5(35), 13410–13418. https://doi.org/10.5897/AJBMX11.020
Lawrie, G., & Cobbold, I. (2004). Third-generation balanced scorecard: Evolution of an effective strategic control tool. International Journal of Productivity and Performance Management, 53(7), 611–623. https://doi.org/10.1108/17410400410561231
Leber, M., Ivanisevic, A., Borocki, J., Radisic, M., & Slusarczyk, B. (2018). Fostering alliances with customers for the sustainable product creation. Sustainability, 10(9), 3204. https://doi.org/10.3390/su10093204
Lizbetinova, L., & Hitka, M. (2016). Selection of most suitable candidates for the talent pool in a furniture manufacturing company. Drvna Industrija, 67(4), 333–340. https://doi.org/10.5552/drind.2016.1601
Lyakina, M., Sheehy, M., & Podhorska, I. (2019). Networked and integrated urban technologies in Internet of Things-enabled smart sustainable cities. Geopolitics, History, and International Relations, 11(2), 62–68. https://doi.org/10.22381/GHIR11220199
Makienko, I., & Rixom, J. (2022). Using marketing mix elasticities to demonstrate consumer and producer perspectives in marketing management class. The International Journal of Management Education, 20(3), 100689. https://doi.org/10.1016/j.ijme.2022.100689
Michalkova, L., & Kliestik, T. (2019, November). The role of risk in the valuation of tax shield. Proceedings of the 13th International Management Conference “Management Strategies for High Performance”, 13(1), 218–233.
Mura, L., Zulova, J., & Madlenak, A. (2016). Strategic management and management of personnel costs: Employing young people in the Slovak Republic. Problems and Perspectives in Management, 14(1), 79–84. https://doi.org/10.21511/ppm.14(1).2016.09
Nastisin, L., Gavurova, B., Bacik, R., Kopor, I., & Kral, S. (2022). Analysis of perceived customer satisfaction in the context of rail transport: A case stude of the Slovak market. Journal of Entrepreneurship and Sustainability Issues, 9(4), 427–438. https://doi.org/10.9770/jesi2022.9.4(23)
Odeck, J., & Hoyem, H. (2021). The impact of competitive tendering on operational costs and market concentration in public transport: The Norwegian car ferry services. Research in Transportation Economics, 90, 100883. https://doi.org/10.1016/j.retrec.2020.100883
Paluch, J., Veternik, M., & Kalasova, A. (2018). Impact of public transport priority on traffic in chosen part of the city of Martin. In T. Kováčiková, Ľ. Buzna, G. Pourhashem, G. Lugano, Y. Cornet, & N. Lugano (Eds.), Lecture notes of the institute for computer sciences, social informatics and telecommunications engineering: vol. 222. Intelligent transport systems – from research and development to the market uptake, INTSYS 2017 (pp. 3–11). Springer, Cham. https://doi.org/10.1007/978-3-319-93710-6_1
Pakurar, M., Haddad, H., Nagy, J., Popp, J., & Olah, J. (2019). The service quality dimensions that affect customer satisfaction in the Jordanian banking sector. Sustainability, 11(4), 1113. https://doi.org/10.3390/su11041113
Poliak, M., Poliakova, A., Jaskiewicz, M., & Hammer, J. (2020). The need of public passenger transport integration. Ekonomski Pregled, 71(5), 512–530. https://doi.org/10.32910/ep.71.5.4
Poliak, M., Poliakova, A., Mrnikova, M., Simurkova, P., Jaskiewicz, M., & Jurecki, R. (2017). The competitiveness of public transport. Journal of Competitiveness, 9(3), 81–97. https://doi.org/10.7441/joc.2017.03.06
Rajnoha, R., & Lorincova, S. (2015). Strategic management of business performance based on innovations and information support in specific conditions of Slovakia. Journal of Competitiveness, 7(1), 3–21. https://doi.org/10.7441/joc.2015.01.01
Richterova, E, Richter, M., & Sojkova, Z. (2021). Regional eco-efficiency of the agricultural sector in V4 regions, its dynamics in time and decomposition on the technological and pure technical eco-efficiency change. Equilibriom – Quarterly Journal of Economics and Economic Policy, 16(3), 553–576. https://doi.org/10.24136/eq.2021.020
Settey, T., & Gnap, J. (2020). Comparison of price and emission levels of air passenger transport and international bus transport in the Slovak Republic. Transport Research Procedia, 44, 129–136. https://doi.org/10.1016/j.trpro.2020.02.019
Shimomura, Y., Nemoto, Y., Akasaka, F., & Kimita, K. (2014). A method for negotiating various customer requirements for public service design. Axioms, 3(1), 1–9. https://doi.org/10.3390/axioms3010001
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