Volume 03 Issue 10-2023
7
American Journal Of Social Sciences And Humanity Research
(ISSN
–
2771-2141)
VOLUME
03
ISSUE
10
P
AGES
:
7-11
SJIF
I
MPACT
FACTOR
(2021:
5.
993
)
(2022:
6.
015
)
(2023:
7.
164
)
OCLC
–
1121105677
Publisher:
Oscar Publishing Services
Servi
ABSTRACT
This study delves into the realm of ride-hailing services within the dynamic urban landscape of Colombo Metropolitan
Area, Sri Lanka. Through a comprehensive assessment of passenger satisfaction with mobile app-based taxi services,
it sheds light on the factors influencing user experiences and perceptions. Drawing upon surveys and analysis, this
research offers insights into the evolving transportation ecosystem and its impact on commuter satisfaction,
facilitating informed decisions for both service providers and policymakers.
KEYWORDS
Ride-Hailing; Taxi Services; Passenger Satisfaction; Mobile Apps; Colombo Metropolitan Area; Urban Transportation.
INTRODUCTION
In the urban landscape of the Colombo Metropolitan
Area, Sri Lanka, the dynamics of transportation have
undergone a significant transformation with the
advent of mobile app-based taxi services. The
proliferation of ride-hailing platforms has not only
reshaped the way people move within the city but has
also introduced a new dimension of convenience and
flexibility to daily commuting. As this transformation
continues to unfold, it becomes imperative to assess
the passenger satisfaction with these services and gain
a deeper understanding of the factors that shape their
experiences.
Research Article
RIDE-HAILING IN COLOMBO: A SATISFACTION STUDY OF MOBILE APP-
BASED TAXI SERVICES
Submission Date:
Sep 29, 2023,
Accepted Date:
Oct 04, 2023,
Published Date:
Oct 09, 2023
Crossref doi:
https://doi.org/10.37547/ajsshr/Volume03Issue10-02
Arjuna Pathirana
Faculty of Humanities and Social Sciences, Colombo International Nautical and Engineering College (Cinec
Campus), Malabe, Sri Lanka
Journal
Website:
https://theusajournals.
com/index.php/ajsshr
Copyright:
Original
content from this work
may be used under the
terms of the creative
commons
attributes
4.0 licence.
Volume 03 Issue 10-2023
8
American Journal Of Social Sciences And Humanity Research
(ISSN
–
2771-2141)
VOLUME
03
ISSUE
10
P
AGES
:
7-11
SJIF
I
MPACT
FACTOR
(2021:
5.
993
)
(2022:
6.
015
)
(2023:
7.
164
)
OCLC
–
1121105677
Publisher:
Oscar Publishing Services
Servi
The rise of mobile app-based taxi services has been
characterized by their ability to connect passengers
with available vehicles swiftly, offer transparent
pricing structures, and enhance the overall
convenience of urban transportation. These services
have quickly become an integral part of the daily lives
of commuters, providing an alternative to traditional
taxis and public transportation.
This study embarks on a journey to explore the
intricate landscape of ride-hailing services in Colombo.
It seeks to assess the levels of passenger satisfaction,
drawing upon the perspectives and experiences of
those who rely on these services to navigate the
bustling streets of the city. Through surveys, analysis,
and a comprehensive investigation, this research aims
to shed light on the myriad factors that influence
passenger satisfaction with mobile app-based taxi
services.
The findings of this study hold relevance not only for
service providers in the ride-hailing industry but also
for policymakers and urban planners tasked with
ensuring efficient and convenient transportation
options for residents. Understanding passenger
perceptions and experiences within this evolving
transportation ecosystem is fundamental to making
informed
decisions
that
contribute
to
the
improvement of urban mobility and the satisfaction of
commuters in Colombo.
METHOD
To comprehensively assess passenger satisfaction with
mobile app-based taxi services in the Colombo
Metropolitan Area, a mixed-methods research
approach was meticulously designed and executed.
This approach integrated quantitative surveys with
qualitative in-depth interviews to capture a holistic
view of the factors influencing user experiences and
perceptions.
Surveys formed the quantitative backbone of this
study. A structured survey instrument was distributed
to a diverse and representative sample of ride-hailing
service users in Colombo. These surveys encompassed
a spectrum of topics, including overall passenger
satisfaction, usage frequency, preferred service
providers, and the determinants influencing service
selection. Furthermore, Likert-scale questions allowed
for the quantification of satisfaction levels across
various service facets such as driver conduct, vehicle
quality, pricing, and the overarching user experience.
Complementing the quantitative data, in-depth
interviews were conducted with a selected subset of
participants. These interviews were designed to delve
deeper into passenger experiences and perceptions,
capturing the richness of qualitative insights. Open-
ended questions empowered respondents to share
personal anecdotes, detailed feedback, and stories
Volume 03 Issue 10-2023
9
American Journal Of Social Sciences And Humanity Research
(ISSN
–
2771-2141)
VOLUME
03
ISSUE
10
P
AGES
:
7-11
SJIF
I
MPACT
FACTOR
(2021:
5.
993
)
(2022:
6.
015
)
(2023:
7.
164
)
OCLC
–
1121105677
Publisher:
Oscar Publishing Services
Servi
regarding their interactions with mobile app-based taxi
services in the Colombo context.
To ensure the study's integrity and breadth, a stratified
sampling
strategy
was
employed,
ensuring
representation across diverse demographics, such as
age, gender, income levels, and frequency of ride-
hailing usage. By adhering to rigorous ethical
guidelines, including informed consent and participant
privacy protection, the research team maintained the
utmost respect for the unique perspectives and
experiences of ride-hailing service users in Colombo.
The ensuing data from surveys and interviews
underwent rigorous analysis. Quantitative data were
subjected to statistical scrutiny to unveil patterns,
trends, and significant findings regarding passenger
satisfaction and preferences. Qualitative data from
interviews were meticulously transcribed and
subjected to thematic analysis, allowing for the
identification
of
recurrent
themes,
prevalent
challenges,
and
noteworthy
commendations
expressed by passengers.
This methodological amalgamation aimed to offer a
comprehensive evaluation of passenger satisfaction
with mobile app-based taxi services in the Colombo
Metropolitan Area. The study seeks to deepen our
comprehension of the evolving urban transportation
landscape and the multifaceted determinants that
shape the experiences and perceptions of commuters
in this dynamic context.
RESULTS
The study on passenger satisfaction with mobile app-
based taxi services in the Colombo Metropolitan Area
generated several key findings:
High Overall Satisfaction: Survey results revealed a
generally high level of satisfaction among passengers
using mobile app-based taxi services in Colombo. The
majority of respondents reported positive experiences
in terms of convenience, ease of use, and reliability.
Driver Behavior Influences Satisfaction: A significant
factor influencing passenger satisfaction was the
behavior of drivers. Politeness, professionalism, and
adherence to traffic rules were cited as essential
aspects that contributed to a positive rider experience.
Service Quality: Respondents indicated that the quality
of vehicles, including cleanliness and maintenance,
played a crucial role in shaping their satisfaction levels.
Passengers expected well-maintained and clean
vehicles for a comfortable ride.
Pricing Considerations: While competitive pricing was
appreciated, a segment of respondents expressed
concerns about price fluctuations during peak hours
and peak demand. Clarity and transparency in pricing
were seen as vital for overall satisfaction.
Volume 03 Issue 10-2023
10
American Journal Of Social Sciences And Humanity Research
(ISSN
–
2771-2141)
VOLUME
03
ISSUE
10
P
AGES
:
7-11
SJIF
I
MPACT
FACTOR
(2021:
5.
993
)
(2022:
6.
015
)
(2023:
7.
164
)
OCLC
–
1121105677
Publisher:
Oscar Publishing Services
Servi
DISCUSSION
The high overall satisfaction reported by passengers
with mobile app-based taxi services in Colombo
underscores the success of these services in meeting
the convenience and accessibility needs of urban
commuters. The positive rider experiences are
attributed to the ease of booking, swift response
times, and the availability of rides at various locations.
The significant influence of driver behavior and
professionalism on satisfaction highlights the
importance of training and support for drivers.
Ensuring that drivers maintain courteous conduct and
adhere to traffic regulations can contribute
significantly to passenger satisfaction.
Service quality, including vehicle cleanliness and
maintenance, emerged as a critical factor influencing
satisfaction. This finding emphasizes the need for
service providers to maintain high standards of vehicle
hygiene and maintenance to meet passenger
expectations.
The issue of pricing transparency and fluctuations
during peak hours warrants attention. Clear
communication of pricing structures and policies can
enhance passenger trust and mitigate concerns related
to pricing.
CONCLUSION
In conclusion, this study provides valuable insights into
passenger satisfaction with mobile app-based taxi
services in the Colombo Metropolitan Area. The high
levels of overall satisfaction reflect the positive impact
of these services on urban mobility, offering
convenient and accessible transportation options to
commuters.
To maintain and enhance passenger satisfaction,
service providers should focus on driver training,
service quality, and pricing transparency. Addressing
these factors can further improve the overall rider
experience and solidify the role of mobile app-based
taxi services as a vital component of urban
transportation in Colombo.
The findings of this study serve as a foundation for
future improvements and policy considerations,
fostering a more efficient and satisfactory urban
transportation ecosystem in the city. By understanding
the factors that shape passenger satisfaction,
Colombo can continue to navigate the possibilities of
mobile app-based taxi services effectively.
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Volume 03 Issue 10-2023
11
American Journal Of Social Sciences And Humanity Research
(ISSN
–
2771-2141)
VOLUME
03
ISSUE
10
P
AGES
:
7-11
SJIF
I
MPACT
FACTOR
(2021:
5.
993
)
(2022:
6.
015
)
(2023:
7.
164
)
OCLC
–
1121105677
Publisher:
Oscar Publishing Services
Servi
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