Driving change: Unravelling the landscapes of ridesharing and ridehailing services in a developing country

Abstract

Using the Habit Discontinuity Theory (HDT), we explored the habits, perceptions, difficulties and potential disruptions related to ridesharing and ridehailing services in a developing country. The initial data were gathered from 22 individuals in October–December 2022. We used a diverse and multifaceted strategy, including face-to-face semi-structured interviews and participant observations,

which provided complementary insights by capturing real-world practices and interactions beyond verbal accounts. The participants had favourable opinions of the aforementioned services, praising their usefulness, sustainability, adaptability, accessibility, price and speed. Environmental, safety and security concerns influenced their decisions to use or not use these services. In ridehailing services, the participants emphasised the importance of trustworthy background checks on drivers for increased safety. In ridesharing services, the issues of regulatory shortcomings and a lack of government backing were raised, including a lack of clear legislation and licensing frameworks, which breeds mistrust. Government backing and better regulation were considered essential for the sustainable development of this sub-sector of the economy. The participants also emphasised the need for accountability systems and driver training programmes to improve service quality. The study makes valuable contributions, such as offering insightful information to regulators, legislators and ridehailing firms and suggesting that ridehailing businesses prioritise safety measures, such as thorough driver screening procedures and practical approaches to handling rude drivers. Policymakers and regulators are urged to develop precise and practical rules that promote expanding ridesharing services while ensuring consumer safety and protection.