STUDY OF CUSTOMER EXPERIENCE AND USES OF UBER CAB SERVICES IN MUMBAI

Abstract The mobile application based online taxi service business has been emerging in the metro cities of India. The growth of Ola, Uber taxi services has been capturing organized taxi market segmentation by providing convenient, comfortable traveling in city. The purpose of study is to understand the influencing factors of uses of Uber cab services. Understand the demographic factors of customers in Mumbai city. It also studied customer experience factors of online uber cab services. The paper opted for exploratory research by using the survey method. Data has been collected through a structured questionnaire includes factors of customer experiences, uses of services, demographic like gender, age, monthly income, duration and purpose of uses of online cab services. The sample consisted of a total of 104 respondents who used the services of the online uber cab in Mumbai. A convenience sampling method is used. Data analysis for non-parametric data tools like Mann Whitney Test, Kruskal Wallis Test was used to analyse with gender and age groups. The results showed, uber services are more convenient and faster, provide good cab service at a very effective cost in Mumbai city. The availability of offers & discounts, driver's behaviour and quick booking are most influential factors have been studied. Female customers have good experience of qualified well behaviour of driver. They feel safe during night time journey. Male customers have good experience in on-time pickup and overall services. The insight gained from the study will help marketers to develop marketing strategies for customers. Keywords: Uber Cab, Online Taxi Services, Customer Experience, Consumer behavior.