Marketing Strategies and Customer Satisfaction in Ride Hailing Platforms: A Case Study of Chennai

Ride-hailing services like Ola, Uber, and Rapido have exploded in Chennai amid heavy
traffic and busy urban lives, but do their marketing tactics really boost passenger happiness?
This study checks how promotions, app ads, discounts, and branding affect rider satisfaction
in the city. Using a simple online survey, we gathered responses from 180 regular users across
Chennai zones, analyzed with basic stats like averages, percentages, and charts. Findings
reveal that targeted digital campaigns and loyalty offers strongly lift satisfaction and repeat
rides, though surge pricing and poor ad relevance drag it down especially for daily commuters.
Women and younger riders (18-35) respond best to personalized deals. Apps should focus on
local Tamil ads, real-time feedback, and transparent pricing to build trust. Overall, smart
marketing directly ties to happier riders and loyalty.