Factors Affecting Customer’s Satisfaction Of Application Based Taxi Service (The Case Of Ride)
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Date
2019-06
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Addis Ababa University
Abstract
This research deals with identifying those factors affecting customers satisfaction in Mobile application based taxi service with reference to RIDE, one of the few companies which are participating in the sector in Addis Ababa. Structured questionnaire was used to gather the data from 365 respondents (customer of RIDE) who were selected using a purposive sampling technique. The collected data was analyzed using SPSS version 20, employing statistical tools such as mean, correlation, and multiple regression analysis. The findings of the study revealed that all the six satisfaction affecting factors, (Price, Time, Application Convenience, Driver’s professionalism, Call Centre employees Responsiveness & Car condition) have a positive relationship with taxi passenger’s satisfaction. Also six hypotheses were tested to examine the effect of these variables have on customer’s satisfaction. The Multiple regression analysis result proved that three of the factors (Price, Time & app convenience) have a positive and a significant effect on customer’s satisfaction while the other three factors (Car condition Driver’s professionalism & responsiveness of call center employees) having a positive but insignificant effect. In addition the findings of this study indicated that customers were most satisfied with the Timely performance of RIDE followed by the fair price charged compared to the service provided. Furthermore, the results of the analysis showed that these predictor variables collectively contribute to the 67% variation in customer satisfaction indicating that there are other unmentioned variables (33%) that have influence on the satisfaction of customers. Based on the findings of the study, the researcher forwarded some recommendations to RIDE Company
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Keywords
Customer satisfaction, app taxi service, Quality factors