MARKETING APPROACH TO THE ASSESSMENT OF MOTOR TRANSPORT SERVICE COMPETITIVENESS

This article considers the method of creating a model of the dependence of motor transport service competitiveness on the motivating factors of marketing and their components. This model is suggested to determine the impact of marketing factors on the competitiveness of road transport services and to make management decisions based on it to increase the demand for services in accordance with consumer demands. Building a model of competitiveness of motor transport services is carried out in four stages: critical analysis of methods for establishing the existing competitiveness dependencies on various factors; substantiation of the motivating factors of marketing and their components that affect the competitiveness of motor transport services; assessment of their influence strength; calculation of the indicator of competitiveness of motor transport services depending on the different values of motivating factors and their components. As a result of the first stage, it was found that the impact of marketing incentive factors on the competitiveness of road transport services has not been studied yet. In the second stage of the study, based on the existing model of consumer buying behavior, the motivating factors of marketing were identified: service, price, distribution methods, process, staff, material environment and various types of their demonstration; they were given a point assessment. To determine the impact strength of these factors on competitiveness, the method of hierarchy’s analysis was used, the obtained result was a quantitative assessment of each factor impact on the competitiveness of road transport services. At the last stage, the possibility of using the proposed method to assess the impact of these factors on the competitiveness of road transport services was tested. It is suggested to use the given methodical approach to estimate the competitiveness of motor transport services for defining the ways of demand increase in services and the meeting of consumer demand in qualitative and competitive services.