Purpose – This study aims to identify the competitive priorities adopted by companies that operate in the urban mobility services sector and analyzes practices and strategies that reinforce the priorities adopted. Design/methodology/approach – An exploratory case study using a qualitative approach, through semi-structured interviews with four participants, was used to develop the research problem. Findings – It was found that technologies used for mobility allows the implementation of innovation based on the perception of the customer's wants, which, in the case of this study, seemed like the central element. The central point identified was the fact that the company being studied used innovation when customizing products to maintain competitive levels of quality and distinction through service innovations. On the other hand, there is a restriction which had a greater impact, which is due to difficulty in controlling the levels of services performed by drivers. Originality/value – The study contributes to a better understanding of the customer's needs in the urban mobility services sector, and in order to ensure higher customer satisfaction and improve the level of quality in the supply of services, resulting in a good performance and competitive advantage for companies in the sector. Keywords - Competitive priorities; quality; services; innovation.
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