MEASURING SERVICE QUALITY OF ON-DEMAND RIDE SERVICES

A smartphone and a strong Internet connection are what every tech-savvy customer's need to meet the full spectrum of his / her everyday needs. The on-demand taxi service is a phenomenon that has changed the habit of a huge proportion of people in the country who ride on a daily basis. The hour-long waiting and paying out inflated rates for community transportation is now over thanks to on-demand taxi services. The taxi business sector is evolving at a rapid pace with new technology, ondemand services, attracting consumers, new marketing strategies, and dedicated service providers are all helping to reinforce integrated industries and create strong brands that can spread beyond national borders. It is important for cab service companies to understand the factors that influence the choice of cab service providers. This paper is an attempt to measure service quality proposed by (Parasuraman, A., Zeithaml, V., Berry, 1988) and its impact on satisfaction for on-demand ride services. The data was collected from around 1494 respondents using any on-demand ride mobile application for at least six months. The initial questionnaire was pre-tested with around 50 on-demand ride mobile application users. The changes were incorporated in the finalised questionnaire before starting the data collection. It was found that for delivering satisfaction to the on-demand ride users all the dimensions are service quality namely reliability, assurance, empathy and responsiveness are significant, though for measuring service quality all the five measures are essential