The Study of Key Factors Affecting Customer Choice of top 2 Taxi Booking Apps in Vietnam: Grab or Uber
| Autor: | NGUYEN DUC HOAT, 阮德活 |
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| Rok vydání: | 2018 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 106 In recent years, app-based taxi services rising has increased the demand on ride services such new entrants like Grab and Uber which increase competition among taxi booking applications and traditional taxi firms in Vietnam’s market. The purpose of my research is to examine the key factors affecting customer choice of top 2 the most used taxi booking applications: Grab or Uber as well as to examine who will over customer mind in Vietnam transportation industry in particular and Southeast Asia in general. The study primary data were collected using five point likert scale based questionnaire in service quality (SERVQUAL): Reliability, Assurance, Responsiveness, Empathy, Tangibles. In addition, Price and Promotion factors have been considered for this empirical research. Dependent variable is customer choice. The methodology used by researcher are quantitative, questionnaire tool via google form, 200 respondents were participated in this study by random population who experience this E-hailing service of Grab and Uber. The statistical methods of analysis included reliability analysis, descriptive statistics and one-way Anova analysis are presented through SPSS version 23. The last results showed that Promotion and Reliability are the decisive factors affecting customer choice of top 2 taxi booking apps in Vietnam: Grab or Uber. Keywords: Taxi booking App, Service Quality (SERVQUAL) dimensions, Marketing Mix. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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