Управление качеством услуг байкшеринговых и кикшеринговых цифровых сервисов: оценка индексов NPS и CSI

Abstract

The development of the digital economy and innovative technologies have opened up unprecedented opportunities to solve the problem of the first and last mile in the field of urban mobility. Having made a trip by metro, bus or other types of public transport, a citizen is forced to walk to his / her destination. To solve this problem, digital bicycle rental services (bikesharing) and kick scooters (kicksharing) began to appear in large cities around the world, while the development of batteries and mobile digital technologies contributed to increasing the availability of such services, which manifested itself in the growth of their popularity and mass penetration into the lives of citizens. More and more new companies began to enter this market, and the task of managing the quality of bikesharing and kicksharing services was put among the priorities for both business and society and the state. The aim of the study is to evaluate loyalty index (NPS) and consumer satisfaction (CSI) with the quality of bikesharing and kicksharing digital services. The research methods include: a sociological survey (228 respondents from Moscow and the Moscow region who use bikesharing and kicksharing at least once a year); assessment of the level of loyalty using the Consumer loyalty index (NPS); assessment of the level of user satisfaction using the consumer satisfaction index (CSI). The results of the study showed that users are quite loyal (NPS = 11.84%) and satisfied (CSI = 71.04%) with the services of bike sharing and kicksharing services. The drivers of loyalty were convenience, a variety of choices and the sensations received from the trip. The drivers of satisfaction were the availability of the location, the technical condition of the vehicles and the cost of the trip. To a lesser extent, users are satisfied with the possibility of buying a subscription, trip insurance, the weight of a bicycle or scooter. Thus, despite a fairly good level of loyalty indices and satisfaction of citizens with the quality of digital bike sharing and kicksharing services, zones are allocated for further study in order to improve the quality of these services. Operators of bikesharing and kicksharing digital services should pay attention to the drivers of consumer loyalty and satisfaction, to those determinants of the quality of services with which users are less satisfied, especially if the level of importance is higher than the level of satisfaction. The results of the study will be useful to state authorities in terms of regulating bike sharing and kicksharing, taking into account the main drivers of loyalty and user satisfaction. The conclusions and results obtained can form the basis for further scientific research in order to study the dynamics of the quality level of bikesharing and kicksharing digital services, as well as to clarify and identify new determinants of quality that appear in the evolution of the services themselves.