Understanding Customer Priorities for Selection of Call Taxi Service Provider

Taxi services have evolved with the growth of information communication services and have become an essential infrastructure in a city’s transport landscape. In today’s era, mobility has become a vital need for people as they contemplate how to accomplish specific tasks, which require travel, time, and distance. Taxi services have filled this void by allowing people to commute to the last mile and meet their daily requirements. Failure of cab service operators to offer affordable and reliable taxi service would result in inferior taxi services that lead to dissatisfaction among customers. The key objective of this research was to determine important factors, namely, socioeconomic and service attribute factors that influence people’s choice based on satisfaction levels in selecting a particular taxi service like Ola and Uber in Bhubaneswar city. The study found that socioeconomic and service attribute factors were important in determining the choice of taxi service. Furthermore, it also revealed that people were more sensitive to the reliability of taxi service and cost in comparison to the quality of service and driver’s behavior. The study results would help cab service providers in customizing their services to attract more customers and increase their market share.