TO ANALYSE THE IMPACT OF SERVICE QUALITY PRACTICES ON CUSTOMER SATISFACTION: A COMPARATIVE STUDY OF UBER AND AIRLIFT

Abstract

Purpose: To customer satisfaction of online analyse the impact of service quality practices transportation services Methodology and Design: The questionnaire survey methodology was adopted to collect the responses ofUber and Airlift customers. The questionnaire was designed on the GOOGLE Forms and distributed through email and WhatsApp messages. The questionnaire was distributed to 384 respondents, whereas 380 responses were selected because 4 respondents choose other services instead ofUber and Airlift. The comparative analysis was adopted to receive the equal number of responses for Uber and Airlift. The data was analysed using the SPSS Version 20 tool by conducting correlation and regression analysis. on Findings: The data collected from both Uber and Airlift data confirmed that price is the most important element within ride sharing industry in Pakistan. This is the reason that Uber and Airlift data failed to show any relationship of price independent variable with customer satisfaction variable. The remaining three hypotheses were accepted which showed time reliability, driver professionalism, and application convenience of Uber and Airlift are helping to improve the customer satisfaction. Limitations: limitations in terms of collecting the data in the time of COVID-19 pandemic and lack of communication with respondents Recommendations: The recommendations included improvement of price structure, time reliability, application convenience, training programmes, and driver professionalism.