PRIORITIES OF MARKETING, COMPETITIVENESS, AND INNOVATIVE DEVELOPMENT OF TRANSPORT SERVICE PROVIDERS UNDER SUSTAINABLE URBAN DEVELOPMENT

Monitoring the growing role of implementing sustainable development goals, on the one hand, and the use of the Internet of things in various spheres of life, on the other, is changing the way people think about their mobility. The urgency of this scientific problem is the need to review municipal policies on approaches to the use of appropriate methods of public transport to improve municipal transport infrastructure policies in the light of advances in "green" energy development. This article justifies the need to focus on the study of changes in the Ukrainian taxi drivers' behavior in the urban environment on the development of "green" energy, development of appropriate programs to coordinate the requests of users and providers of taxi services through sustainable development and digitization of taxi services. In addition, the impact of sustainable energy development on transport diversification and the use of environmental modes of transport, in particular, electric cars as taxis, are analyzed, depending on the number of charging stations and access to electricity. The methodological tools used were cluster analysis, expert surveys, face-to-face interviews, statistical and fuzzy multiple estimation methods. The subject of the study was selected taxi services and taxi users in the Ternopil region. According to the survey results, the priority factors for the environmental behavior of Ukrainian taxi drivers were the level of business automation and the size of the taxi fleet. In a survey conducted by experts to examine the environmental safety of vehicles and the level of automation of enterprises, most taxi services were found to be environmentally unsound, focusing on sustainable development and environmental issues. The most problematic are technical support, automated ordering system, and significant vehicle wear in small cities. To determine the approaches to the management of greening, the objects of study were organized into relatively homogeneous groups. To this end, a cluster analysis was conducted. The study subjects were grouped into relatively homogeneous groups. The authors justified the feasibility of differentiated strategies and reaffirmed the idea of developing different approaches to environmental development depending on the level of environmental friendliness of vehicles, business automation, and relative shares of the fleet. The study results could be useful for infrastructure scientists and practitioners, taxi managers and owners, and local government officials.