The Effect of Service Quality on Customer Satisfaction on Application-Based Taxi Service (The Case of Ride)
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Date
2022-01
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A.A.U
Abstract
Customer satisfaction has been a subject of great interest to organizations and
researchers. In recent years, organizations are obliged to render more on services in
addition to their offers. The quality of service has become an aspect of customer
satisfaction. The main purpose of this study is to examine how service quality dimensions
within RIDE taxis affect customer satisfaction. The target population and sampling frame
match and samples are readily available to the research, the researcher used a
convenience sampling technique to collect quantitative data from customers of
application-based RIDE taxis in Addis Ababa. The satisfaction levels and meaning of
service quality were substituted in the SERVQUAL model. Regression analysis was used
to test the cause-effect relationship between variables and to test the hypotheses
separately and in a group. The study showed distinctive results for the significant effects
of service quality dimensions on customer satisfaction. Meanwhile, the group result
showed that: Assurance, Reliability, Tangibles Responsiveness, and Empathy respectively
are seen to have a substantial impact on customers’ satisfaction. The findings imply that
to provide total satisfaction to customers, the service sectors need to improve on the
other factors that were given as reasons for satisfaction. This study contributes to
existing theories by confirming or adding value to the effects that are involved in
customer satisfaction, service quality, and SERVQUAL dimensions. It provides results
that could be useful to managers in business organizations for strategic planning
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Keywords
Assurance, Reliability, Tangibles Responsiveness and Empathy