Digital marketing strategies and their impact on passenger satisfaction in ride-hailing services: a case study of Chennai.

This study explores the impact of digital marketing strategies on passenger satisfaction in the growing ride
hailing sector of Chennai, India. With the rise of digital platforms and changing consumer behavior, companies increasingly utilize targeted online marketing to boost engagement, trust, and loyalty. The research draws from literature reviews and survey data to highlight effective strategies, including personalized notifications, app-based rewards, social media promotions, and discounted pricing. the study validates the direct and indirect effects of digital marketing on user satisfaction and loyalty.The study recommends that ride-hailing firms invest in integrated digital strategies, focus on continuous service improvement, and tailor their messaging to Chennai’s urban and diverse population to maximize impact.