Evaluate and Identify the Factors Impact on Selecting a Mobile App-Based Taxi service in Sri Lanka (Users’ Perspective)

Abstract

This study attempts to investigate the users’ perception on selecting a Mobile AppBased Taxi Service (MABTS) in Sri Lanka. Further, the study attempts to identify the Key Performance Indicators (KPI) and factors which are expected by the users on choosing a transport service, and to identify the critical and significant factors impact on selecting a MABTS.Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) were used to analyse data. The study found that Professionalism of the service provider, Travel time efficiency, Affordability, Reliability, Attractiveness, Standard of the service, Safety and convenience as key factors. The results of this research contribute to the existing theory in this direction and also contribute to the taxi service providersin the sector. Hence, the study isbeneficial to the potential new players to understand customers’ behaviour and to identify the areas on taxi service to focus in order to develop new business strategies to satisfy customer needs accordingly.