Fatores críticos de sucesso na operação de serviço de mobilidade compartilhada: estudo de caso do serviço de car-sharing ; Critical success factors in shared mobility service operation: car-sharing service case study

In the recent years, the offer of shared mobility services, such as car-sharing and bike-sharing, has increased. However, at the same time that they are created, the companies that provide these services also close their activities, many with a short time of operation (5 years or less). The goal of this dissertation, therefore, is to determine the critical success factors in the operation of a solution-demand network for shared mobility services. This study is justified in the theoretical field by advancing in the knowledge about which factors are more critical in the operation of shared mobility services. In the practical field, this research contributes with the factors and actions that should be considered by shared mobility services companies, aligned with the interests and motivations of the other actors of the service network, such as their consumers, suppliers, and city halls. The research is classified as descriptive according to its objective, with a qualitative approach, by applying the multiple case study method. We conducted this study in three major stages. First, we carried a Systematic Literature Review, supported by the PRISMA recommendation, for proposing a conceptual-theoretical model, by applying inductive content analysis. Then, we conducted the case studies by selecting six companies that provide car-sharing services, collecting data published by the users of these services on Twitter and Yelp, using netnographic techniques and survey through online questionnaires. Finally, we compared data collected on the cases with the theoretical-conceptual model, through deductive content analysis. As a result, 18 critical success factors were established, grouped into four series: (1) User experience follow-up; (2) Service quality monitoring; (3) Business model adaptation; and (4) Interaction between actors in the network. These critical success factors are related to each other and should be observed in the operation of a solution-demand network of shared mobility services. Understanding these ...