Free-Floating Car Rental Service in Riga and Customer Motivation: The Case of CARGURU
Marketing Strategies and Consumer Behavior Trends from Diverse Contexts: 37MKT 2021
The digitalization era has made a significant impact on the service industry, including banking, commerce and renting. Technology has converted traditional and formerly inseparable services into ones that can be used from any place and at any time. The paper explores customer motivators for using…