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<p>This research paper explores the revenue-diversified services provided by two online aggregators in the field of travel (MakeMyTrip) and entertainment (BookMyShow). The study analyses the consumers’ adoption of varied services offered by these two platforms using survey methodology. The relationship between Consumption Values (Functional Values, Information Values, Social Values, Conditional Values, Emotional Values) and customer engagement has been tested. Additionally, the impact of Customer engagement on Usage behaviour and Customer loyalty for MakeMyTrip and BookMyShow has been analysed using Structural equation modelling. The study provides actionable insights for businesses to improve marketing campaigns, diversify their revenue streams, and tailor their strategies effectively.</p>

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Consumers’ adoption of revenue-diversified services of online travel and ticketing aggregators: a case study of makemytrip and bookmyshow

  • 期刊论文

  • 发表日期：

    2025年8月3日

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  • Deepa Kapoor,
  • Ruchi Khandelwal

摘要

This research paper explores the revenue-diversified services provided by two online aggregators in the field of travel (MakeMyTrip) and entertainment (BookMyShow). The study analyses the consumers’ adoption of varied services offered by these two platforms using survey methodology. The relationship between Consumption Values (Functional Values, Information Values, Social Values, Conditional Values, Emotional Values) and customer engagement has been tested. Additionally, the impact of Customer engagement on Usage behaviour and Customer loyalty for MakeMyTrip and BookMyShow has been analysed using Structural equation modelling. The study provides actionable insights for businesses to improve marketing campaigns, diversify their revenue streams, and tailor their strategies effectively.