STRATEGIC MARKETING INTERVENTIONS AND PASSENGER SATISFACTION DYNAMICS IN THE RIDE HAILING SECTOR: AN EMPIRICAL STUDY WITH REFERENCE TO CHENNAI CITY

: The rapid urbanization of Chennai has led to a paradigm shift in urban mobility,
with ride-hailing services becoming an integral component of the city’s transport ecosystem.
This paper investigates the effectiveness of diverse marketing strategies—including dynamic
pricing models, promotional incentives, and service quality positioning—in enhancing
passenger satisfaction. Utilizing a structured framework, the study examines how leading
platforms like Ola, Uber, and Rapido navigate the competitive landscape of the Chennai
market. Preliminary findings suggest that while price sensitivity remains a primary driver,
"service reliability" and "in-app safety features" are becoming critical determinants of long
term brand loyalty. This research provides actionable insights for service providers to refine
their hyper-local marketing approaches in a price-sensitive yet quality-conscious metropolitan
market.