EXAMINING THE CRITICAL SUCCESS FACTORS OF CALL TAXI APP - A CASE OF UBER AND CAREEM

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. viii 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.