Abstract:
Purpose
With major growth and advancements in the mobile market and mobile internet, online apps
of various e-businesses are readily available to the customers. Amid the triumph of the online
shopping applications, like Daraz.pk, Kaymu.pk, Wish, AliExpress, etc., the services of apptaxi
are also getting the much needed attention it requires. Two of the worlds’ leading Call
Taxi Apps are finally available in three major cities of Pakistan.
Uber and Careem launched its services in 2016 and 2015 respectively, and had huge response
from the audience. In this research, the researcher will determine the success factors of the
Call Taxi App, such as Uber and Careem, and how they have been approachable to the
general public. The research will also determine the possible limitations CTA faces and what
can be done to remedy it.
Methodology/ Sample
The research will determine the user adaptation of the CTA. As explained by Peng et al.,
(2014)which will be considered as the model research throughout the thesis,Perceived Ease
of Use, Perceived Usefulness is included in the model. Besides, Perceived Risk, and
Perceived Price Level will be included.
Results
The researcher used SPSS to analyze the responses from the participants, and it was
concluded that the attitude towards using Uber and Careem is the most important factor for
any customer of CTA. The female population uses CTA Careem and Uber more frequently
than that compared to men.
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Practical Implications
The research will help determine the success factors of CTA such as Uber and Carecm, and
will help the A-Taxi companies to see the story from the angle of the customer and
implement the much needed changes.
