Abstract:
The role of taxis in public transportation is crucial for providing comfort and flexibility. With the rise of e-commerce and smartphone usage, online taxi services have emerged as a significant revenue stream. This study focuses on the prominent app-based ride-hailing service in Sri Lanka to identify the factors affecting passengers’ satisfaction. Utilizing a positivist philosophy and deductive approach, the study surveyed 384 ride-hailing users through a structured questionnaire and data were processed using correlation and regression analyses. The findings revealed that safety, price, and convenience factors significantly influence passengers’ satisfaction, and the safety factors were identified as the most critical. Price and convenience factors also showed positive relationships with satisfaction, while availability factors did not have a significant impact on passengers’ satisfaction. Implications include introducing an insurance package, secure communication codes, a zero-tolerance policy for unsafe behavior, price adjustments, and emergency support features. The study acknowledges limitations, such as English-based surveys. Future research should encompass a broader demographic and additional variables and these insights are valuable for refining app-based ride-hailing services to enhance user experiences and satisfaction. This study provides a comprehensive understanding of the factors influencing passenger satisfaction, emphasizing the need for strategic improvements in safety, pricing, and convenience to enhance the overall user experience.
