INTERNET RESEARCH OF COMMUNICATION ACTIVITY OF UKRAINIAN URBAN PUBLIC TRANSPORT SERVICE PROVIDERS

Abstract

Introduction. The article presents the results of the research of communication activity of Ukrainian public service providers in Internet and perspectives for the development of marketing of city public transport services. The level of public relations management, the positive publications about the service provider, the presence of interactive capabilities, the presence of social advertising of public transport services, the level of positioning of service providers and image support, a function of management of customer relations are investigated. The article analyses the market of Internet researches in Ukraine and identifies the main factors influencing the development of the market. Purpose. The article aims to identify the level of communication activity of Ukrainian public service providers in Internet and vectors of the market of Internet marketing research development. Method (methodology). The results of evaluation of communication activity of Ukrainian public service providers in Internet, which are carried out on the basis of personal observation and statistical review, are presented in the article. Results. "The availability of interactive capabilities" has been determined as the most developed parameter of the sites of providers of urban transport services. "The function of management of relationships with customers" has been defined as the least developed parameter. Thus, the element "promotion" has been recognised as the most popular one among Ukrainian providers of urban transport services. The results of the study may be useful for scientists and graduate students in the field of public administration, marketing and management, managers of public transport enterprises.