THE ERA OF TRANSFORMATIVE MARKETING: SERVICE QUALITY OF MOBILE APP BASED TAXI SERVICES IN KUALA LUMPUR

This study is aimed to measure and compare the service quality of mobile app-based taxi service companies in Kuala Lumpur Malaysia. For mobility in Kuala Lumpur, there are multiple options, e.g., Meter taxi, Transportation Network Companies (TNC) like Grabe and public transportation services. The latest, most often used service in urban areas are mobile app-based taxi services. The newest cab service has multiple benefits over traditional taxi service, which mainly includes convenience and security. However, in literature, There are very few studies focused on service quality of these companies. Very few studies already conducted has used old service, quality models. the newest service quality models are least validated in the context of mobile app-based taxi service companies. Therefore , this study has selected EtailQ model to measure the service quality of the companies. An online questionnaire adapted from eTailQ provided was designed and shared with the user of the top two taxi service providers, Grabe, and My car. The study has investigated four quality parameters: website design, reliability, privacy/security, and customer service. The study contributes to academia to validate the ETailQ model. The practitioners of the industry will also find it useful to improve the essential parameters of service quality as per the expectations of their users.