A Study On Customer Preference Towards Bike Taxi Services And Auto Rickshaw Services

This study examines the efficiency of transportation services from a consumer perspective by comparing the service performance of bike-taxis and auto rickshaws.The primary objective is to determine the factors that influence customer preference and to analyze the challenges faced by service providers in maintaining customer loyalty.By exploring these aspects, the study seeks to enhance understanding of consumer perceptions toward both modes of transport.A descriptive research design was employed, using a quantitative approach to collect and analyze numerical data related to consumer preferences and satisfaction levels.Primary data were gathered through a structured questionnaire distributed to respondents selected using a simple random sampling method.Key service dimensions evaluated in the study include convenience, affordability, safety, availability, comfort, travel time, and overall service quality.The findings reveal that most ride-hailing users are male and typically use these services once a month.Among the available platforms, Ola is preferred over others.While respondents express favourable opinions toward both bike-taxi and auto rickshaw services, their choice depends on specific factors such as cost, accessibility, urgency, and comfort.Although the study is limited by a relatively small sample size, it offers meaningful insights into consumer acceptance patterns.Overall, the research identifies the comparative strengths and weaknesses of each service and highlights the key determinants influencing consumer decision-making.4. To determine the major issues faced in retaining customers in each service. LITERATURE REVIEWPine (2020), His study indicated that enhancing the consumer experience requires a strategic focus on contributing to customer satisfaction, reducing "customer sacrifice," and creating moments of customer surprise.This approach allows a company to move beyond basic service delivery to gain a sustainable competitive advantage.Thuraru (2018), Their research highlighted that customers demonstrate a willingness to pay increased prices when they perceive a higher level of resource utilization.This suggests that the subjective value attributed to the service process can offset higher monetary costs.Botschen (2019), Their study found that customer preference is a subjective evaluation comparing expectations against perceptions.Crucially, the research indicated that effective complaint management can prevent customer churn, inhibit negative word-of-mouth, and transform dissatisfied users into positive brand advocates through appropriate employee-led interventions.Shah (2020), Their study emphasized that in the taxi industry, service quality is a multidimensional construct that directly drives loyalty, repurchase intentions, and cost efficiency.The research identified that high-quality service attracts new customers and bolsters the overall corporate image in the public transport sector. Adi Kuswanto (2019),Their study compared traditional and digital motorcycle taxi services, finding that offline service quality generally has a more significant impact on trust and loyalty than online quality.However, the research noted that as information and communication technology becomes standard, the influence of online service quality specifically information and system quality is expected to grow. Nabil (2019),Their research defined price value as the cognitive trade-off between perceived benefits and monetary costs (such as booking fees and surcharges).The study indicated that this trade-off is a critical decision variable, particularly for early adopters of transportation technology.Florence (2018), Their study indicated that ride-hailing prices, specifically for Uber, have been kept artificially low through investor subsidies during initial growth stages.This suggests that current customer preferences may be influenced by temporary pricing strategies aimed at market penetration rather than long-term equilibrium costs.Taru Saigal (2020), Their research confirmed significant gender disparities in travel behavior across global and Indian cities.The study found that women generally travel shorter distances, are less dependent on motorized vehicles, and are more likely to shift toward public transport as income increases, whereas men tend to shift toward private motorized vehicles.Keng-Boon Ooi (2020), Their study indicated that gender differences significantly impact the adoption of new technologies.In South East Asian contexts, the research found that females may show less interest in adopting new technological interfaces compared to males, often due to varying levels of "technological anxiety" or lack of acquaintance with the platform.Shah (2020), Their study further identified specific dimensions of mobile service quality, including platform interaction, outcome quality, and technical aesthetics.The research concluded that these digital factors are now essential metrics for evaluating the health and competitiveness of modern taxi services.Keng-Boon Ooi (2020), Their study highlighted the phenomenon of "technological anxiety," described as a fear or apprehension toward using new systems.This anxiety acts as a barrier to interaction, suggesting that the ease of use and compatibility of mobile devices are vital for reducing user avoidance in the transport industry.