Impact of Digital App Based Ride Hailing Services on Customer Satisfaction; Evidence from an Emerging Economy

Mobile App based ride-hailing/ride-booking services have now gone mainstream across the world. Pakistan has been no exception. With the arrival of world-class leading companies such as Uber and Careem, followed by other domestic players, the penetration of these services across the major cities of Pakistan has disrupted the existing point-to-point travel market within the cities. The average consumer now has multiple cost effective options in their reach, with the added convenience of technology driven value added services to facilitate the booking, fare calculation, communication between the consumer and the driver as well increased security. The objective of this study is to investigate the impact of these ride-sharing services available on the customer satisfaction. We also aim to investigate the impact of these new services have had on the demand of the existing traditional taxi services in this region. This study intends to investigate the possible determinants for switching of customer from existing traditional taxi services to ride-hailing services. For this purpose, we conduct a qualitative survey research through questionnaire. Data will be analyzed using econometric techniques along with descriptive statistical techniques