Internal Marketing Analysis of Private Transportation Services in the Baja California State, Mexico. Case Study of the Uber and Didi Platforms

Abstract

Providing these services involves continuous interaction between the staff providing the service (Human Resources) and those requesting assistance (students). At some point in the process, gaps arise due to unintentional errors between what is requested and what is received, resulting in complaints that damage the department's image. This is exacerbated when these complaints go unresolved, either because they are not analyzed, or are considered common or unimportant, because user satisfaction surveys are not conducted, or because internal communication regarding management processes is unclear. This also impacts on the work environment in which Human Resources performs its activities and user satisfaction with the service provided, as the internal marketing actions to improve any type of daily activities. In this scientific study was evaluated the activities of services of two type of electronic platforms (Didi and Uber), in three cities of the Baja California State, located in the northwest of the Mexican Republic. This investigation was elaborated for the great quantity of complaints that occurred in the 2025 year, where this scientific study was realized.