Unsatisfied Customer in Online Taxi Mobile Application

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Illustration by Bandung Kita

The development of digital-based business provides a lot of services for the community. One of them is public transportation. Online app-based mobile taxis: GrabCar, Go-Car, and Uber-X have been one of the uprising startup businesses in Indonesia since 2015. However, according to a report by Indonesian Consumers Foundation (YLKI), online taxi customers are still complaining about the poor performance of providers service. Including online taxi applications that often have errors, double orders, inaccurate locations, and a confusing menu display. These problems can reduce the convenience of online taxi app mobile customers and will adversely affect online taxi startup companies. If this problem continues to occur, it will cause a reduction in the number of customers and it can trigger the death of startup companies.

The evaluation of online taxi mobile app quality aims to improve the comfort, smoothness, and loyalty of the customers. In the end, customer satisfaction increases and it is an important object for a company or organization to survive in a competitive market. An evaluation of online taxi mobile app quality can be seen from two perspectives, namely importance and performance. The importance of customer expectation from service/product performance. Meanwhile, the performance is the performance felt by the customer today.

The taxi app is a provider of online transportation services by utilizing mobile-based technology. The quality of information generated from mobile-based technology is assessed in terms of network, content, and interaction. Good network quality means customers rarely experience problems in the network and stable network. Quality of content measured from complete, correct, important, and up-to-date content. The quality of interaction is assessed by the appearance of a good application, has a structured menu, and navigation that is easy to understand. Other services that must be possessed by the online taxi mobile app are the ability to estimate the destination location, estimate the distance, estimate the time, fleet availability.

A survey of 384 online taxi mobile app customers in Surabaya, Sidoarjo, and Gresik illustrate that online taxi mobile application customers dominated by women (73%). Women tend to be more comfortable traveling using public transportation, and more often than men (to take school children, shop, work, or go to the doctor/clinic). Based on age category, millennial generation (generation with the age of 20-24 years) is the generation with the largest percentage (88%) because in this age range they are more quickly adapted to technological developments. Based on work, students are the most customers of the online taxi mobile app, and private workers are ranked second.

Data obtained from the survey were then analyzed using Customer Satisfaction Index (CSI) method to determine the level of satisfaction of online taxi mobile app customers. The results from CSI show the level of customer satisfaction is “cause of concern”, which the perceived performance is still below the customer’s expectation. Customers are still not satisfied with the online taxi app mobile service. Online mobile app service companies must improve their performance on services.

To find out the factors that are considered to be poor, the gap analysis method used in this research. Gap analysis is used to compare perceived performance (performance) against customer expectations (importance). The gap analysis shows that server errors, the process of finding the destination is slow, the response to customer requests is slow, the level of synchronization between customer applications and drivers is weak, applications that are often unstable, and the mismatch between performance and customer expectations becomes a factor triggers customer dissatisfaction with the online taxi mobile app. One example of synchronization problems is that customers who have already received a driver are offered another driver. This method called double services on the same reservation. The management of the online taxi app mobile company must prioritize in fixing these problems by allocating all of their resources.

Customer satisfied with the online taxi app mobile service which displays the availability of the nearest transportation, customer-friendly interface, accuracy in predicting travel time and closest distance, up-to-date, and interesting content. Overall, customers are satisfied with the online taxi app mobile service and want to use it again and recommend it to others.

Author: Army Justitia, S.Kom., M.Kom.

Details of this research available at:

https://e-journal.unair.ac.id/JISEBI/article/view/12054

Army Justitia, Rini Semiati and Nadhila Ramadhini Ayuvinda (2019). Customer Satisfaction Analysis of Online Taxi Mobile Apps. Journal of Information System and Business Engineering, 5(1): 85-92

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