Taxi Services in Saudi Arabia through Mobile Apps: An Empirical Investigation

Abstract

The study aims is to evaluate and report the customer satisfaction in the taxi services using mobile applications. The study focuses on the latest trend in taxi services in Saudi Arabia, in which the technology is adapted in a modern way through online request using well-designed mobile applications to help passengers to ride a taxi. These applications connect passengers and drivers by providing taxi services in more efficient means. The famous companies that provide these services in Saudi Arabia are Uber, Careem and Easy Taxi. Generally, an improved service quality at taxi service market leads to the customer satisfaction, which is a very important measure for successful and sustainable business. Needless to say the customer satisfaction is one of the most valuable key performance indicators for any business. The study evaluated the customer satisfaction about the taxi services. The questionnaire has been designed to collect customer satisfaction information by measuring different factors. Five quality service factors have been studied, namely, mobile app convenience, driver’s attitude, time reliability, price affordability and car condition. Among these five factors, only three factors indicated the impact on customer satisfaction in both correlation and regression analysis. Mobile app convenience and time reliability have a positive impact on customer satisfaction, while Price Affordability has a negative impact. The research shows that there is a significant impact of service quality factors on the overall taxi customer satisfaction.

Keywords: Customer Satisfaction, Taxi services Passengers, Transportation