Topic

CUSTOMER PREFERENCE AND SATISFACTION OF CAB

BOOKING APPLICATION AND SERVICES IN INDORE

Devi Ahilya University , Indore

Master of Business Administration

Full time

Batch 2017-19

Submitted To: Guided By:

Shobha Kewat Ms. Barkha Agrawal

MBA 4th SEM IBMR, IPS Academy
 Table of Contents

 Introduction……………………………………………………..…………..

 Literature review..………………………………………………….………..

 Preposition….…………………………………..……………………….........

 Objective of study.……………..………….………………………………...

 Research methodology...……………………………….......................

 Data analysis and interpretation……..…………………………………

 Conclusion……………………………………………………………………….

 Suggestion……………………………………………………………………….

 References………………………………………………………….……………

 Questionnaire…………………………………………..………………………
A COMPARATIVE STUDY OF OLA AND UBER CUSTOMERS IN INDORE

ABSTRACT

Organized rental cab was introduced in Indian market in 2004 with

Meru cab service and soon became popular among consumers on
metropolitan cities but actual revolution came in 2010 when app
based services started its operation, followed by Uber in 2018. Soon
market became competitive and consumers became more
demanding. Now companies are using various strategies to bring more
customers as well as to retain their old customers. This study is
focused on identify the difference between Ola and Uber customers
and for this data has been collected with the help of structured
questionnaire. Data was collected from Indore and specifically from
working professionals. After data collection, statistical analysis
showed that female prefer Uber service over Ola but while it comes to
safety consumer feel more safe with Ola than Uber. Result of this study
may help the taxi service industry to design their future marketing
strategies.

Key words: Demographic factors, Ola service, Uber service, Customers.

INTRODUCTION

Concept of organized rental cab was introduced to Indian consumer in

2004 when meru cab service was launched in major metro cities of
India and then almost after six years App based rental cab service was
introduced in Indian market. Among various transportation mode cab
service gained popularity because of its advantage of door to door
service and now because of technological advancement customers
were able to book cabs at competitive price in just one click using their
smart phones. These App based cab services were having tremendous
potential for growth in densely populated countries like India where
parking is major problem because of space crunch as well as public
transports are over cowered during peak hours. Slowly this convenient
mode of travel started gaining popularity and competition became
dense after Uber’s launch in 2018.

As customers have become more demanding it’s a challenging job for

rental cab industry to meet the customer’s expectations. Now a days
not just the price but quality service also plays an important role in
customer satisfaction. Now using a smart phone consumer can access,
compare, evaluate and purchase. In this situations App based services
such as Ola or Uber Cabs offered solution by offering various services
ranging from the economic to ultimate luxury. As per a current report
in the financial express introduction of App based pre-paid taxi
services like Uber and Ola taxi not only grabbed customers’ attention
but also contributed in increasing employability by providing
opportunity to drivers.

Ola cabs service was started in 2019 indore by ANI Technologies Pvt.
Ltd. based on online cab aggregator concept. Ola offers range of
affordable transportation service staring from superior luxury cars to
Ola auto. Currently it is available on 200 cities and approximately
450,000 vehicles are available with them1. While Uber Technologies
Inc. is an American worldwide online transportation Network
Company founded as Uber Cab by Garrett Camp in 20017. In August
2018 Uber expanded to Indian market by launching its services in Mp
2.

Both Uber and OLA entered the taxi services market in India having
many similarities, such as concept of taxi aggregators, air conditioned
taxi services, cheap price and app-based taxi services, luring
passengers of major metropolitan cities.

2 Prithivi, Swsthy (August 29, 2016). "Hello India! secret users have
arrived in Bangalore". Uber Blog. Uber. Retrieved February 8, 2018

Ola and Uber have grown tremendously over a period of time with an
objective of solving the inter-city and intra-city commuting problems
of customers. These companies are spending huge funds in marketing,
competitive price and recruitments of new drivers which leading to
expansions of new markets (Sharma and Das, 2019). Sometimes these
strategies resulted in very less priced services, even less than the fares
charges by 3- wheeler auto rickshaws.
Ever changing technology is fueling the growth of organized car rental
industry, convenience of booking cab service sitting at your place is
one of the most important feature of this app based taxi service.
Currently Ola and Uber are two major players in organized cab service
sector in India. In a report by Industry: companies in September 2016
Ola showed to capture70 % Indian market (Figure: 1)3.

Figure: 1 Ola Vs Uber3

While in 2019 a report by RegaliX Research 4suggested that Uber is
Young India’s most preferred app based taxis service with 55% usage
while Ola has 41% usage. Report also concluded that Uber is no.1 cab
service with high customer satisfaction, economy, safety &
‘recommend to friend & family’ across India.

One more survey by Indore Graham Panchayat5, 2019 concluded that

80% of respondents feel that Uber/ Ola are offering better option of
travel than traditional taxis services in Indore. And almost 67% of
respondents are satisfied with behavior of Uber/Ola drivers while 14%
found it as average followed by 19 % found it as bad.
 LITERATURE REVIEW

Call taxi system in India has grown significantly in India and

infrastructure growth, growth of middle class, increasing disposable
incomes and growing GDP are some of the factors responsible. The
rise of the BPO industry is one of the reason to growth of this sector
because of odd working hours. This growth can be seen more in
metropolitan cities of India (Rahman, 2014) and there is intense
competition among various operators like Ola, Uber, Radio cabs,
Yellow cabs and Meru etc. So to sustain in this competitive market it
is necessary to understand the users of the rental cab service. Various
studies and researches have been done to understand the factors
important while choosing a rental car.

Call taxi app (CTA) helped in increasing perceived usefulness, ease of

use, playfulness and subjective norms (Peng et. al.,2014).This also
helps in convenience of tracing user and service provider (Chen ,2014).
A study by Lu et al (2015) suggested that self- service mobile
technologies give control to commuters to access lot of information
with the help of technology. (2015) had revealed in their study that
driver behavior have negative correlation on customer satisfaction in
Ghana. Other variables continuous service, comfort, reliability and
affordability have an impact on customer satisfaction with regard to
minicab taxi. One study by Paronda et al (2016) identified the key
performance indicators of conventional taxis which includes reliability,
travel speed, passenger expenses and quality of service. Study based
on surveys for 30 days concluded that Uber and GrabCar offers better
quality services than conventional taxis. For Indian market similar
studies have been done, a research by and (2016) suggested that cab
services has a huge potential for growth in Indore targeting middle and
affluent class. Consumer not only use cab service for commutation but
also for visiting a shopping mall, attending late night party or going
out on special occasion. Study also showed that customer satisfaction
level is very high, showing positive sign for future growth and
expansion of business.

Aggregator taxi companies ‘s tied up with the mobile wallets

companies like Free Charge, Paytm, Mo bikiwiki which helped in
providing hazel free ride to customers by providing customers easy
payment options with offers and discounts for rides . Consumer’s
preference for online transaction push Uber to create taxi service
portal as well as Uber is also started spending on various marketing
strategies and information technology et al (2019) studied various
factors of dynamics of Indian taxi markets such as pricing, their
revenue models, market share etc.l (2019) identified technology
trends, safety, and price, ease of availability, comfort and payment
options affecting public taxi market. (2019) identified convenience,
quality services, transparency and safety as most important
parameters for selecting pre booked taxis. A study r (2016) showed
that consumers were interested to redeem coupons while selecting
cab services and were comfortable to redeem coupons through mobile
apps while booking cab services. With customers, service providers are
also important in any service industry, in this regard a research (2019)
identified that retaining drivers by initiatives like monetary awards of
influence customer decision. Ola is using reward systems to motivate
their drivers thus motivating them as well as involving them in
resolving the customer grievances to build a loyal base of drivers. On
other side Uber offers rewards and discounts under their Uber CLUB
program. This program is not only design impact drivers but is also
designed to help their family by providing them various offers related
to automobile insurance, vehicle maintenance, lifestyle, health and
wellness to their everyday life. There are three categories Silver, Gold
and Diamond, based on the quality and performance of each driver.
One more comparatively study of Ola and Uber by . (2019) suggested
that as Indian consumers and highly price-sensitive and very less brand
loyal, companies need to design new packages to attract new
customers and to keep existing customers. Similar research by Shukla
et al (2019) on OLA and UBER suggested, to adopt highly innovative
and customer-centric strategies to increase market share

Therefore, it would not be that easy for both the companies Ola and
Uber to operate in an environment which has to be more customer-
centric & target oriented, highly innovative, and have resistant to
pressure from the regulatory authorities and keep delighting their
customers. Geeta Kesavaraj (2013), reveals that “As global
competition grows, communication and technology channels open up
new markets, and products and services are translated into a wide
array of choices for our audiences, companies must work harder than
ever to gain and keep customers at a competitive cost. In this new age,
companies must focus their strategy, energy, processes and budgets
to improve their knowledge and commitment to customers. It is
imperative that companies make it their priority to use innovative
Customer Relationship Management methodologies and to know how
to implement customer centric strategies, together with the use of
adequate technologies to aid in this process”. Tazyn Rahman (2018),
According to the industry sources, unorganized operators dominate
about 85% of the market. The car rental industry grew from ` 30bn in
FY03 to ` 200bn in FY11 notching up an annual average growth of
30%.The Radio cabs business has emerged as one of the fastest
growing businesses in the Indian transportation sector. The concept of
24- hour radio cabs caught up in the country about a decade back with
Delhi-based Mega Corp setting the wheels rolling under the Mega
Cabs brand in cities such as Bangalore, Mumbai, Calcutta, Chandigarh,
Ludhiana and Amritsar. Indore also is not laying back in this regard.
Private luxury taxi operators in Indore are also planning to expand
their fleets in the absence of a state-owned service and the shift by
most commuters to the economical yet comfortable mode of
transport. The Northeast is a prime destination for tourist, so the
demand for car rental services can only get bigger. In the absence of a
state owned radio cab service in Indore, the private players are eyeing
big business. My Taxi has the pioneered private taxi operators not
radio taxi ) to hit the road in 2010 followed by Prime Cabs. Prime Cabs
launched in 2012 has emerged as the first organized Radio taxi service
provider. Prime Cabs offers a cab service that emulates the best taxi
service norms across the world. Their endeavour is to ensure that
customers need for commuting is met every time they need to
commute and in as hassle free a manner as possible. The prime
objective of this study is to understand the customer perception and
customer satisfaction level on Radio Taxi services with special
reference to the city of Indore and to offer suggestion to improve the
performance of the services., etc.,(2015), focuses on analysing the cab
company’s customer dataset which will help International Journal of
Pure and Applied Mathematics Special Issue 14921 company to
analyse its frequent customers: so that the company can understand
its customers and can provide different offers to them. Demand of
cabs of particular type and at particular location and time, so that the
company could make necessary arrangement of particular cab like
small cabs, luxury cars, buses etc. We have analysed the possible
cancellations of cab booking by the customer using data obtained from
the company. The goal is to reduce the cost incurred by the company
as a result of cab cancellations made by the customer. Cab companies
will be able to manage its vendors and drivers by providing them with
up to date information about Customer cancellations. We have also
analysed travel and package type used by the customer. Tableau is
used to connect Horton works hive data source and the data is
analysed and shown in graphical format for better visualization and
understanding. Kumar, Kishore & Namavaram, Ramesh. (2016), The
purpose of this paper is to study the factors influencing the consumers
while selecting cab services. The dependent variable is 'coupon
redemption behaviour' and independent variables are innovativeness
and price consciousness. The relationship between dependent and
independent variables are empirically verified through statistical
methods. The statistical tools like correlation, regression and
descriptive statistics are used for data analysis. It is found from the
study that consumers are interested to redeem coupons while
selecting cab services. It is also revealed from the study that
consumers are comfortable to redeem coupons through mobile apps
while booking cab services. Taxi A. (2016) states that “Call taxi have a
greater value in the community, in the taxi industry is regulated in
various ways by the state Governments through their respective
Departments of Transport. Through this regulation the Government is
able to exert some control over the activities of the industry, with the
ultimate objective of providing a higher level of service (a complex
construct in itself) to the public. In the current scenario the best and
convenient way to travel to and from bus stands, railway stations,
airports and to other places of interest in Coimbatore is by call taxi.
There are as many as 40 to 50 call taxi service providers available in
the Coimbatore city and its suburbs call taxi service is mostly available
4 hours within the day. And people regard it as the most convenient
way to travel. this study is mainly used to identify the awareness
towards call taxi services, factors influencing the choice of call taxi
services, satisfaction towards the call taxi services, and the problem
faced by people while using call taxi services. Ruchi Shukla, Ashish
Chandra & Himanshi Jain (2017) states that “Every other day in India,
there is a new start up offering efficient cab service to the citizens
operating in urban and rural lifestyles. This raises a question that is
India going through a possible 'Taxi Revolution' In this paper, an
attempt has been made to do comparative study of two of such taxi
aggregators that have radically changed the way "the great Indian
middle class" commutes daily-Ola and Uber. Currently, both Ola and
Uber cabs are following International Journal of Pure and Applied
Mathematics Special Issue 14922 the strategy of expanding their
operations and building customer base in key metropolitan cities
across India. The motive is to increase market share and achieve
economies of scale and at the same time providing customer
satisfaction. This article seeks to understand the dynamics of India's
taxi market by studying various factors like the pricing, market share,
revenue models, etc.The paper is qualitative in nature and based on
secondary data collected from different sources.
 RESEARCH METHODOLOGY

This research is focused on Ola and Uber users in Indore area and
specifically targeted to working professionals. After literature review
gaps have been identified and questionnaire has been designed to
collect the data. Primary data for the study was collected through
online survey method, using a structured questionnaire which was
designed based on literature review. All the responded were from

Indore and data was collected from February 2019 to March 2019.To
full fill the Objectives and based on literature review following
hypothesis and sub hypothesis have been designed.

H1: There is significant difference between demographic profile of Ola

and Uber users.
H11: Gender has significant impact on choice of cab services.
H12: Age has significant impact on choice of cab services.
H12: Income has significant impact on choice of cab services.
H2: There is significant difference between Ola and Uber consumer’s
perception towards safety.

H3: There is significant difference between Ola and Uber

consumers satisfaction level.
 BJECTIVE OF STUDY

Considering the growing number of online cab users in Indore this

research is designed to understand the difference between Ola and

Uber users. Research is specifically focused on working

professionals. The sub objectives of this study are:

 To find out the difference between Ola and Uber User’s

demographic profile.

 To identify the consumer perception towards safety of Ola and

Uber services.

 To identify the difference between satisfactions levels for both

cab services.
References
[1] Dipesh Bhawnani, et. al., (2015), Big Data Analytics
on Cab Company’s Customer Dataset Using Hive and
Tableau, International Journal of Scientific Engineering
and Applied Science (IJSEAS) - Volume-1, Issue-2, ISSN:
2395-3470 [2] Geeta Kesavaraj (2013), A study on
customer relationship management of call taxi
organizations in Chennai, International Journal of World
Research, ISSN: 2347- 937X, Vol.1, Issue-8. International
Journal of Pure and Applied Mathematics Special Issue
14926 [3] Kumar, Kishore & Namavaram, Ramesh.
(2016). A Study on Factors Influencing the Consumers in
Selection of Cab Services. International Journal of Social
Science and Humanities Research. Vol-4, Issue-3, ISSN
2348-3164, Pp: 557-561. [4] Rexi A. (2016), A study on
customer satisfaction toward the call taxi services,
International journal of multidisciplinary Research
Review, Vol.1,Issue- 3, Pp 58-60. [5] Ruchi Shukla,Dr.
Ashish Chandra & Ms. Himanshi Jain(2017), Ola Vs Uber:
The Battle of Dominance.. IOSR Journal of Business and
Management, e-ISSN: 2278- 487X, p-ISSN: 2319-7668 PP
73-78 [6] Tazyn Rahman (2014), Organized Sector Radio
Taxi Operator In Guwahati - A Case Study On “Prime Cab”
, International Journal Of Advance And Innovative
Research, Volume-1, Issue
 DATA ANALYSIS

This chapter discusses the data analysis

from 402 responses collected from various
age group people who are using OLA/UBER
paid taxi services in Pune city. This chapter
solely focuses on presenting the gathered
data in a meaningful way to facilitate the
research that is to find out the customer
satisfaction level of OLA/UBER cabs. This
provides the background to the
respondents by analyzing their
demographic details. Tables and diagrams
have been used to facilitate a simplistic
reader-friendly writing.
1. Taxi Preferred by the Respondents:-

2. Motivational Factors for choosing Taxi:-

Interpretation:

From the above graph we can interpret that maximum

respondents prefer Safety as the most important factor while
choosing OLA / UBER cabs in Pune city.
 3. Satisfaction Level for Taxi App:-

Interpretation:

Maximum respondents i.e 88% are satisfied whereas 10%

respondents are not satisfied with the App of OLA/ UBER.

4. Satisfaction for Comfort while Travelling:-

Interpretation:

We can see that 138 respondents are (Satisfied) and 14

respondents are (Highly unsatisfied) with the comfort level
provided by the paid taxi services in Pune city.
 5. Complaints about Ola/Uber:-

Interpretation:

Respondents are satisfied with the services provided by

OLA/UBER as there are 68% respondents who didn’t have any
complaint and 23% respondents have complaint.

6. Recommendation for OLA/ UBER:-

Interpretation:

Maximum no. of respondents will surely recommend OLA/UBER

to their friends.
 7. Overall Rating for OLA/ UBER:-

Interpretation:

Maximum no. of respondents have rated (Satisfied) for

OLA/UBER in Pune city.

8. Waiting duration for OLA/ UBER:-

Interpretation

There are 59% respondents who have to wait 0 -10 min, 33%
respondents have to wait for 10-20 min and 6% respondents have
to wait 20-30 min after booking OLA/UBER
 9. Discount offer provided by OLA/ UBER:-

Interpretation

From the above data we can interpret that 50% respondents say
that they don’t get any kind of discount offers from OLA/UBER and
46% respondents say they get discount offers

10. Payment options Satisfaction level:-

Interpretation:-

We can see that 86% respondents are satisfied

and10% respondents are not satisfied with the
payment options provided by OLA/UBER.
 After data collection data has been analyzed using SPSS and finding
of same is as follows. Total number of respondents were 103 out of
which 51 were Ola users and 52 were Uber users. Demographic
profile of all 103 respondents are explained in Table: 1.

Table 1: Demographic profile of respondents

N=51
Gender
Male 60 58.3%
Female 43 41.7%
Age
<25 19 18.4 %
25 to <40 41 39.8%
40 to < 60 25 24.3%
60 and Above 18 17.5%
Monthly Income
< Rs 15000 / Month 39 37.9 %
Rs 15000/- to < 30000/ 43 41.7 %
Month 16 15.5%
Rs. 500001 – 1000000/ 5 4.9 %
annum
> Rs 1000000/ annum

Hypothesis Testing

To identify the difference between demographic profile of Ola and Uber users’
including impact of gender, income and age, hypothesis have been tested using
Chi square test. The result obtained indicated that gender has significant
impact on choice of cab service as p value was 0.023 < 0.05 (Table: 2(b)) so null
hypothesis has been rejected. Table: 2(a) also indicated that female prefer
Uber cab service over Ola.

H11: Gender has significant impact on choice of cab services.

Table: 2(a) Impact of gender on choice of cab services

Name of Service * Gender Cross tabulation

Count
Gender
Femal
e Male Total
Name of Ola 24 27 51
Service Uber 36 16 52
Total 60 43 103

Table: 2(b) Impact of gender on choice of cab services

 Chi-Square Tests

Asymp.

Sig. (2- Exact Sig. Exact Sig.

Value df sided) (2-sided) (1-sided)

Pearson Chi-
5.205a 1 .023
Square

Continuity
4.333 1 .037
Correctionb

Likelihood Ratio 5.252 1 .022

Fisher's Exact
.028 .018
Test

Linear-by-Linear
5.154 1 .023
Association

N of Valid Casesb 103

a. 0 cells (.0%) have expected count less than 5. The minimum

expected count is 21.29.

b. Computed only for a 2x2

table

To study the impact of income hypothesis H12 has been tested and result

indicated that there is no significant impact of income on choice of cab services

as p ( 0.542) >0.05 ( Table:3) and null hypothesis has been accepted.

H12: Income has significant impact on choice of cab

services.
 Table: 3 Impact of income on choice of cab services

Chi-Square Tests
Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 2.152a 3 .542

Likelihood Ratio 2.166 3 .539

Linear-by-Linear
.129 1 .719
Association

N of Valid Cases 103

To study the impact of age, hypothesis H13 has been tested and result indicated
that there is no significant impact of age on choice of cab services as p (0.195)
>0.05 (Table:4) and null hypothesis has been accepted.
H13: Age has significant impact on choice of cab services.
Table: 4 Impact of age on choice of cab services

Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-
4.700a 3 .195
Square

Likelihood
4.852 3 .183
Ratio

Linear-by-

Linear 1.063 1 .303

Association

N of Valid
103
Cases

a. 2 cells (25.0%) have expected count less than 5. The minimum

expected count is 2.48.

To compare customer’s perception of safety towards both the cab services
hypothesis H2 has been tested and result indicated there is difference between
consumer’s perception towards safety for both the cab services as p value(0.006)
<0.05. Consumers feel more safe with Ola cab service than Uber (Table:5(b)
,Figure:1).
H2: There is significant difference between Ola and Uber consumers perception
towards safety.
Table: 5 (a) Consumer Perception towards Safety.

Name of Service * I feel Safe while traveling with cab including night travel.
Crosstabulation
Count
I feel Safe while traveling with cab
including night travel.
Yes No Total
Name of Service Ola 37 14 51
Uber 24 28 52
Total 61 42 103

Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 7.428a 1 .006
Continuity Correctionb 6.375 1 .012
Likelihood Ratio 7.539 1 .006
Fisher's Exact Test
Linear-by-Linear
7.356 1 .007
Association
N of Valid Casesb 103
a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 20.80.
b. Computed only for a 2x2 table
Table: 5 (b) Consumer Perception towards Safety

Figure:1 Consumer Perception towards Safety

To compare customer’s satisfaction level towards both the cab services

hypothesis H3 has been tested and result indicated there is no difference between
consumer’s satisfaction level for both the cab services as p value(0.233) >0.05.

H3: There is significant difference between Ola and Uber Consumers satisfaction
level.
Table:6 Consumer’s Satisfaction Level
Chi-Square Tests

Asymp. Sig. (2-

Value Df sided)

Pearson Chi-Square 5.580a 4 .233

Likelihood Ratio 6.012 4 .198

Linear-by-Linear Association .152 1 .697

N of Valid Cases 103

a. 4 cells (40.0%) have expected count less than 5. The minimum expected count

is .50.

So overall it can be concluded that female prefer Uber service over Ola but while

it comes to safety consumer feel safer with Ola than Uber.

MANERGERIAL IMPLEMETATION AND CONCLUSION

Aggregator taxi services are having bright future in India and specifically in
metropolitan cities where parking and long distance are big challenges. This study
tried to identify the difference between consumers of two major organized taxi
service players in India. This study may help the taxi service industry to design
their marketing strategies and design their customer relationship plans. As well
they can also improve where they are lacking such as in case of customer’s
perception about safety Uber services showed a gap. Similarly as study suggested
female consumers prefer Uber over Ola, Ola cab service may work on strategies
to increase female consumers. More detailed study may give a more authentic
conclusion and can increase its impact on managerial decisions.
LIMITATIONS OF THE STUDY AND FUTURE RESEARCH

As any research is not complete and always have a scope of further research, this
research too have further scope. As Data was collected only from Indore region
and only for working profession, result represents only small part of population.
In future further research should be done with more varied sample with more
geographically spread. So, there is scope of further research and further research
will give more comprehensive conclusion about aggregator taxi services in India.

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 CONCLUSION

Hence by collecting, analyzing and studying the data, we Meeting on

Sustainable Urban: Conclude that the independent variable considered by
us Modernizing and greening taxi fleets in Latin like the technology trends,
comfort, safety, price, ease of availability and the payment options are
indeed affecting the Europe Economics (2007). Evaluating the impact of the
public taxi market as the radio taxi operators had a taxis market study.
Competitive edge over them, they managed to analyze the changing
market trends and introduced the mobile booking Kunal Lalani. (2015, June
29). Taxi Aggregators And Their app with the growing use of the internet
and smartphones. Predatory Pricing For The Fight For Customers. The
mobile apps which were developed helped them to take Business world.

Retrieved from http://www. the advantage of the technology trends like

GPS tracking businessworld.in which enhanced the safety of the users &
also along with the Liang Pen, Human Wang, Xuanfang He, Dania Guo,
availability of various payment options like mobile wallets, Yuchuan Lin
(2014). Exploring Factors Affecting debit/credit cards, they highly impacted
the public taxi the User Adoption of Call-taxi App. 25th market & were able
to capture a major amount of the overall Australasian Conference on
Information Systems. Taxis market share. Pricing strategies used by the
radio cab operators also led to the decline in the usage of the public
Netscribes Industry Insights. (2015, May 29). Online taxi taxis since the
discounts offered by radio cab operators were service in India rearing to
go!. Netscribes. huge, & also the per KM rate of the cabs of the radio
Retrieved from http://www.netscribes.com operators were less as
compared to the public cab operators. Pajaree Ackaradejruangsri (2015).

Insights on Grab Taxi: A values obtained after performing the various data
Alternative Ride Service in Thailand. Review of analysis methods also came
out to be consistent, which integrative business and economics research
4.3: reflects that the analysis methods chosen by us were 49-61. Print.
Favourable and the data collected through the by questionnaire circulated
was reliable.

SUGGESTION

This is a welcome step. Other innovations that can be

considered by the taxi aggregator are:

• Hiring on call drivers who can drive the vehicles of

customers. Booking of these services is done through App.

Clarify the process

• Maintain a list of trained and competent drivers – vehicle

wise data.

• Provision for advance reservation (at least two weeks in

advance); discounts for the same.

• Hiring of part-time drivers to manage capacity backlogs •

Provision of Ola bike ride (similar to bike-hiring facility

prevalent in Goa) • Based on past trends, look at the

possibility of leveling the capacity

• Introduce non-peak hour pricing

• Tie-up with driving schools for driving training

• Pick up and drop facilities for school and college students

at concessional rates; provision for hiring separate maxi cabs

for the purpose

• Annual contracts with corporate houses as part of business

diversification

• Arranging for heritage tours on Ola on Sundays and public

holidays during a lean phase

• Tie up with educational institutions for organizing picnics/

educational tours
REFERENCES
1. . Akerlof, G. A. (1970). The market for” lemons”: Quality uncertainty and the

market mechanism. The quarterly journal of economics, 488-500.

2. Balakrishnan, S., and Koza, M.P. (1993). Information asymmetry, adverse

selection and joint-ventures: Theory and evidence. Journal of economic

behavior and organization, 20(1), 99-117.

3. 3. Baltacioglu, T., Ada, E., Kaplan, M. D., Yurt, O., & Cem K. Y. (2007). A

new framework for service supply chains. The Service Industries Journal, 27(2),

105-124

4. Benenson Survey Group (BSG). (2014 Dec). Survey of Uber driver-partners.

Internal Survey. Retrieved from http:// www.bsgco.com/uber.

5. Brignall, S., Silvestro, R., & Voss, C. (1991). Performance measurement in

service businesses. London: Chartered Institute of Management Accountants.

6. Cho, D. W., Lee, Y. H., Ahn, S. H., & Hwang, M. K. (2012). A framework for

measuring the performance of service supply chain management. Computers

and Industrial Engineering, 62(3), 801-818.

QUESTIONNAIRE
1. Is online cab booking services is better than offline cab booking ?

Strongly disagree Disagree

Neutral Agree
Strongly agree

2. Do you safe in getting a ride in ola ?

Strongly disagree Disagree

Neutral Agree

Strongly agree

3. Do you normally book ola cabs without any difficulty?

Strongly disagree Disagree

Neutral Agree
 Strongly agree

4. Is ola cabs rate satisfied you ?

Strongly disagree Disagree

Neutral Agree

Strongly agree

5. I ola cabs are safe in night time?

Strongly disagree Disagree

Neutral Agree

Strongly agree

6 .Did you or would you like to recommend to use ola cabs?

Strongly disagree Disagree

Neutral Agree

Strongly agree

7. Is the ola cabs pickup time satisfied you?

Strongly disagree Disagree

Neutral Agree

Strongly agree
 8. Is the ola cabs are good for transport service ?

Strongly disagree Disagree

Neutral Agree

Strongly agree

9. Pick up and drop location of ola cabs are correct?

Strongly disagree Disagree

Neutral Agree

Strongly agree

10. After booking the ride is calling a driver will be good?

Strongly disagree Disagree

Neutral Agree

Strongly agree

S11. Did ola cabs satisfies you?

Strongly disagree Disagree

Neutral Agree

Strongly agree
12. Do you agree to improve the ola cabs services?

Strongly disagree Disagree

Neutral Agree

Strongly agree