Thesis Grab

POLYTECHNIC UNIVERSITY OF THE PHILIPPINES
THE RISE OF GRAB: AN EMPIRICAL STUDY OF CUSTOMER
SATISFACTION WITH GRAB PHILIPPINES TO THE EMPLOYEES OF
ePERFORMAX AND THE OU STUDENTS OF POLYTECHNIC UNIVERSITY
OF THE PHILIPPINES STA. MESA, MANILA MAIN CAMPUS
CHAPTER 1: THE PROBLEM AND ITS BACKGROUND
Introduction
There has been a tremendous rise in the taxi services across the world. The
reasons for a taxi ride can either be a leisure ride or a ride to work. The new
technology enabled taxi services have proven themselves to be the most hassle-
free option to their growing customers. Mobile devices are utilized to book a cab
with just a click. The internet enabled the platform to avail powerful location specific
services for booking a cab. This major transformation is the result of the powerful
technological advances. Thus, we have seen an increased competition in the taxi
service market because of the changes taking place using technology. With a
range of options available, consumers have become wiser and critical of the quality
and reputation of this kind of service.
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Background of the Study
Nowadays, people are indulged with the convenience of reaching something.
Things such as goods and services can be received in front of the doorstep, even
with just a click. The advancement of technology has changed the way people live
and socialize with each other. Along with these technological improvements, the
emergence of online transportation draws attention. The worsening traffic
congestion in metropolitan areas calls for some innovations in the transport
system. Metro Manila placed 3rd worst in traffic in Southeast Asia in a study
conducted by Boston Consulting Group (BCG, 2017). While public transport woes
still plague the country; for the taxi-riding public, technology has created an aid.
Commuters from different parts of the city has tremendously benefited from these
online based applications.
Since the launch of ride-sharing services in the Philippines, there has been a
decrease of 35% in the total number of vehicles in Manila roads. In fact, in a survey
conducted by BCG, 37% of the respondents in Metro Manila are willing to forego
purchasing of private vehicle if ride-sharing services meet their expectations (BCG,
2017). One of these ride-sharing services is Grab. It is an online application that
offers services covering transportation, and delivery of goods. The demand of this
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application is high since Grab is the most well-known car hailing service in the
market. This study will help determine the satisfaction rate of the respondents of
the survey the researchers prepared, and present how it affects the ever-changing
needs of the people along with the advancing technology. This study will also focus
on the things that affect the service level and satisfaction of customers specifically
of OU students of PUP-Sta. Mesa (Main Campus) and the employees of
ePerformax Contact Centers and BPO. This study will identify the main reason
why they continue to use the application/services and the reasons that could bring
them to look for other options or alternatives than the one available in the market.
The purpose of this study is for us to distinguish areas and aspects the company
may improve based on the answers that will be obtained from the respondents.
You may refer to the survey at the end as the basis of the conducted study.
Theoretical Framework
Grab is one of the transportation modes in Metro Manila. In fact, it is a well-
regarded service provider in the country as they guarantee customer satisfaction.
The company utilizes a Driver Rating system that harnesses feedbacks from
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customers which, in turn, is used to improve the services the company provides
(Grab Blog, 2017).
Kano Model
According to Dr. Noriaki Kano, the award-winning creator of Kano Model,
measuring client’s satisfaction and understanding their emotions are the keys in
formulating the customer satisfaction model. The Kano’s Model is an insightful
representation of three main customer requirements, namely, Basic Attributes or
Dissatisfiers, Performance Attributes or Satisfiers, and Excitement Attributes or
Delighters (Swan, 2018). These attributes let product or service provider
understand more their customers’ needs than them understanding their own. Thus,
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it lets the provider prepare for their customer requirements even before they
demand for it.
Due to Grab’s wide range of customer groups and its rating system, the definition
of Dr. Kano of customer satisfaction will be used in the study. This will demonstrate
and expound how the different categories of customer requirements and features
can influence customer satisfaction in different ways.
Conceptual Framework
Figure 1: INPUT - PROCESS – OUTPUT
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Customer Satisfaction
According to Business Dictionary, customer satisfaction is the degree of
satisfaction provided by the goods or services of a company as measured by the
repeat customers. To fulfil customer satisfaction, customers should constantly
receive four things: (1) a perfect product (2) delivered by a caring and friendly
person (3) in a timely manner, and (4) a support of an effective problem resolution
process (Solomon, 2018). Constant receiving of these four factors are also cited
to result in customer loyalty.
Statement of the Problem
The main problem of the study is defining the satisfaction level of the respondents:
the employees of ePerformax Contact Centers and BPO and the OU students of
PUP Sta. Mesa (Main Campus). This study aims to determine how Grab services
affect the respondents with the quality of the service they provide. It may also serve
as a gauge whether respondents are delighted and satisfied with the way Grab
handles their needs as customers. Moreover, this study will identify the factors that
may help Grab improve their service to the commuting public.
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The following specific problems will be answered:
1. How does Grab services help the respondents in their lives as
commuters?
2. What factors affect the respondents to recommend Grab’s services to
their friends and colleagues?
3. Is Grab’s service satisfactory to the respondents?
4. What are the primary reasons of their dissatisfaction with Grab’s
services?
Hypothesis
There is no significant relationship between the assessment of the
respondents regarding customer satisfaction of Grab services and the satisfaction
level of commuters at ePerformax employees and OU students from Polytechnic
University of the Philippines Sta. Mesa Main Campus.
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Scope and Limitations of the Study
Every work has a limitation which stimulates the advancement of the project. Like
any other research, this study suffered from limitations while conducting the
survey. The limitations are listed as follows:
• Time duration of the survey
• Target respondent (student/employees)
• The detailed data of Grab Philippines has not been provided by Grab
Authority/ Management which may be considered as one of the
limitations of this project.
Significance of the Study
The findings of this study will be of great benefit to the role of Grab as they become
the biggest transport network company in Southeast Asia. Grab is introduced in
the Philippines in 2013 and is considered as a major competitor of traditional taxi
services despite its service charge on top of the meter fare (Calvin, 2013). The
researchers anticipate that this study will help the commuters know more about
Grab Philippines and its actual benefits to the commuting public. On the other note,
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this study will also detail if the Filipino patrons are truly satisfied with the service or
they are left to settle with few options.
Grab’s mission is to provide a safer and accessible transportation platform to the
masses and improve the lives of its partner-drivers (Grab). However, has it been
true to its promise of safety and convenience, the results of this study will be truly
beneficial to the commuters as well as Grab. This research focuses on how quality
service and customer satisfaction play well with the rise of Grab Philippines.
Definition of Terms
a) Backend – support team
b) Cash Balance – convertible through cash or top up
c) Credit Balance – top up load
d) DAX – drivers
e) DRIVER EXIT CLEARANCE FORM – clearance or approval for
added driver or switch operator (unit)
f) First Level Quality Control (FLQC) – wrong tagging
g) Front Liner – on boarding ambassador
h) Gamma – the data/record/system of all peers and drivers
i) GDC – Grab Driver Centre
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j) Grab Ads – online advertisements using Grab for product or service
promotion
k) Grab Connect – a program for drivers looking for a peer and vice
versa. A program for Drivers and Peers
l) Grab Pay – a way of making payments thru credit cards or top up for
passenger.
m) Grab Wallet – used by the customer/passenger to pay for rides,
deliveries and even for food
n) GrabBike – a service that assigns motorbike to Grab application
users in some Southeast Asian countries
o) GrabCar – a service that assigns personal cars to Grab application
users
p) GrabCar+ – a service that assigns higher-end personal cars to Grab
application users in the Philippines
q) GrabExpress – a delivery service of Grab
r) GrabShare – a ride-sharing service of Grab
s) GrabTaxi – a service that assigns taxis to Grab application users
t) Operator – car owner
u)
v)
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w) PA or Provisional Authority – a permit given by the Land
Transportation Franchising Regulatory Board for TNVS cars valid for
45 days only
x) Peer (PAX) – operator
y) Price Surge – base fare multiplier
z) Promo code – codes that can be used by passengers to get
discounts from Grab services
aa) Rewards – used by passengers to redeem prizes
bb) TNC – Transport Network Company
cc) TNVS – Transport Network Vehicle Service
dd) Top up – 20% commission charge
ee) Troubleshooting – process of finding a solution to a problem
ff) Verification – activation
CHAPTER 2: REVIEW OF RELATED LITERATURE
Foreign Literature
MyTeksi, also known as GrabTaxi in other countries, was established in Malaysia
by Harvard Business School graduates Anthony Tan and Tan Hooi Ling in 2011
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(Cheong, 2014). The idea started because of the difficulty hailing a cab in
Malaysia. They developed an Uber like application that assigns available cabs
nearby to commuters using mapping and location sharing. It is available in six
languages - English, Thai, Vietnamese, Chinese, Bahasa Malaysia, and Bahasa
Indonesia. Each country uses the same application.
At exactly 21:34:32 (SGT) on Sunday, January 20, 2019, Grab hit three billion rides
(ride-hailing transport services only). Three billion rides were provided in 21 cities
across six countries in Southeast Asia, namely: Malaysia, Singapore, Thailand,
Vietnam, Indonesia, and the Philippines. The longest ride reached 26.5 km in
Jakarta, Indonesia while the shortest ride reached 368 meters in Cirebon, also in
Indonesia. Total distance travelled is more than 21,065,336,859 km all the way
back in 2012 (Grab SG, 2019).
The six-year-old start up is also on its track to raise $3 billion of funding which
includes $1 billion from Toyota Motor Corp. This is the Japanese automaker’s
biggest investment in ride-hailing to date. (Bloomberg, 2018).
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Local Literature
Worsening traffic, especially in Metro Manila, resorts people to look for
alternatives, and one of them is the ride-sharing service available in the key cities
of the Philippines. Transport Network Companies, or TNCs, offer services that
allow commuters to use their smartphones to book a ride, be picked up from the
location, travel point-to-point, and pay a calculated amount for the service. From
starting out as GrabTaxi to now offering multiple services like GrabCar, GrabBike,
GrabShare, GrabExpress, GrabFood and many more in the works, the company
rebranded itself to be simply known as Grab (Dizon, 2019).
Despite the successful debut of Grab in the country, the company faced a number
of controversies and issues. Among the issues is the penalty levied by the Land
Transportation Franchising and Regulatory Board or LTFRB for overcharging
customers (Orellana, 2018). Aside from the LTFRB, the Philippine Competition
Commission or PCC also fined Grab in its merger with Uber for causing “undue
difficulties” that prejudiced the review process of their controversial takeover deal
(Canivel, 2018).
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Concerns and questions were also raised among Grab partner drivers and
everyday riders. To improve the service, Grab started offering Enhanced Driver
Performance Incentives where top performing drivers are rewarded based on the
number of rides, rating, and passenger feedback. Along with its improved Driver
Code of Conduct, a series of programs were also launched to upsurge customer
satisfaction, namely: Passenger Code of Conduct, Grab Driver Academy, and
Driver Rewards Program (Dizon, 2019).
Foreign Studies
Insights on GrabTaxi: An Alternative Ride Service in Thailand
By Pajaree Ackaradejruangsri
GrabTaxi first debuted in Bangkok in October of 2013. It was the first taxi booking
mobile application to enter the Thai market and introduced Thai passengers to
booking taxis through smart devices. With the company’s strong social missions
of improving the lives of Thai passengers and taxi drivers, as well as revolutionizing
the Thai taxi market, GrabTaxi quickly made its mark in the Thai taxi market.
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Thai passengers cited prompt ride, sure ride, safe ride, and comfortable ride to be
the most influencing factors behind their decision to ride with GrabTaxi. Likewise,
taxi drivers appraised freedom in job selection, multiple channels to connect with
passengers, an efficient system, higher income, and wellbeing and support to be
the motives for their participation.
Local Studies
TNC-TNVS: New Classification for Public Transport Conveyances in the
Philippines
By Borgjie B. Distura
The Department of Transportation and Communication issued Department Order
No. 2015-11 on May 8, 2015 regulating and recognizing new transport systems in
the Philippines such as TNVS. The country is one of the first in the world to regulate
this service. The objective of such regulation and recognition is to increase mobility
on major thoroughfares, boost travel times, improve the quality, sustainability and
reliability of public transport services, and respond to the needs of the modern
commuter.
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Synthesis of the Literatures and Studies
The problem faced by the transportation sector of the Philippines is not different
from those of other Southeast Asian countries. As the population and economy
both rise, the demand for faster transactions intensifies. Since most of the
countries in the region are budding, keeping up with the business demands and
transactions becomes a struggle. People are seeking ways to increase their
productivity time; thus, looking for alternatives to cut the time spent on their travel.
This is when Grab comes into view.
People are allured by the promise of convenience of hailing a ride in a click and
predetermined fare even before they get into the vehicle. This becomes the worry-
free option as opposed to the gruesome experiences passengers had with
traditional taxis such as picky drivers and overcharged rates. And since Grab has
adopted a star rating system, people are assured of the quality service of the
drivers. Through these approaches, Grab was able to offer a fresh solution to a
dilemma Southeast Asian countries have long dealt with.
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CHAPTER 3: RESEARCH METHODOLOGY
Method of Research Used
This study utilized a descriptive approach in the research design. It seeks to
describe how customers feel about Grab Philippines and the services it provides.
It also aims to describe how the company could improve customer satisfaction.
Quantitative research approach is used in the research through questionnaire. The
main tool used in this research is survey by questionnaire. Using quantitative
research allows formulation of more definite conclusions about the whole
population rather than interviewing a handful of people. The survey form contains
queries which can help the researchers have better statistics to analyse. Some
open-ended questions were included in the survey form to give the respondents a
chance to provide first-hand feedback on Grab’s services. Hence, the results may
be used to improve and develop Grab’s services they provide their patrons.
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Population, Sample Size and Sampling Technique
The target population for this research includes the OU students of PUP Sta. Mesa,
Manila (Main Campus) and the employees of ePerformax Contact Centers and
BPO in Pasay City who availed the services of Grab Philippines. All these
participants were selected through random sampling. Sampling method was
conducted; therefore, each member of a population had an equal opportunity to
become part of the sample. As all members of the population have an equal
chance of becoming a research participant, this is said to be the most efficient
sampling procedure. To conduct this sampling strategy, the researchers defined
the population first, listed down all the members of the population and then
selected members to make the sample. For this purpose, a self-administered
survey form in Likert format were given to the respondents to answer. The sample
population in this research consists of one hundred (100) participants - fifty (50)
PUP OU students and fifty (50) employees of ePerformax Contact Centers and
BPO who will serve as respondents of this research. The survey form contains
multiple choices the respondents will use to measure the level of their satisfaction
with the services of Grab Philippines. Only the data of those who fulfilled the survey
form were collected.
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Description of the Respondents
The participants of this research are of mixed age groups and gender. Most of the
respondents in PUP OU are working students. Both participants from PUP OU and
ePerformax Contact Centers and BPO resides mostly in Metro Manila.
Research Instrument
The research instrument used in this study is the survey form containing a set of
questions. The primary aim of the questions is to gather quantitative data and to
determine the satisfaction level of the respondents with the services of Grab
Philippines. The questions were also formulated to assess and evaluate the
efficiency of the services. The survey form enabled the respondents to answer
based on their first-hand experience.
The survey with the respondents from the PUP OU took place in their campus in
Sta. Mesa, Manila while the survey with the employees of ePerformax Contact
Center and BPO was conducted in Pasay City.
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The questionnaire is structured using the Likert format with a five-point response
scale; thus, allowing the respondents to answer it with ease. A Likert scale is a
rating scale that requires the subject to indicate the respondent’s degree of
agreement or disagreement to a statement. In this type of questionnaire, the
respondents are given five response choices. These options serve as the
quantification of the participant’s agreement or disagreement on each question
item. The list of designated quantifications that is used in the questionnaire is given
as:
1 Excellent
2 Very Good
3 Good
4 Fair
5 Poor
The survey form also used a combination of close-ended and open-ended
questions. Response options were provided to close-ended questions. The
simplest close-ended questions in the survey are the dichotomous questions that
are answerable by yes or no. Through these close-ended questions, the
researchers were able to limit the responses that are within the scope of this study.
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Data Gathering Procedure
The main purpose of this research is to gather information about the satisfaction
level of Grab Philippines’ customers in order to find out the key element that could
be improved with their services. The main method of data collection was the
quantitative survey which consisted series of questions regarding how the
respondents feel towards the services they received from Grab. Second hand
information was retrieved from various sources such as websites, online
magazines and relevant blogs. All information sources are listed at the end of this
thesis.
Statistical Treatment of the Data
After tabulation of the data gathered through the completion of the survey forms,
the responses were calculated using Microsoft excel tool and the frequency were
determined of each of the tabulated items. The frequency of an item is the total
number of respondents who favoured a particular item over the other items given
especially in a multiple choice questions. Meanwhile, the percentage is obtained
by dividing the number of favoured items over the number of sample – the total
number of respondents who participated in the survey.
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The formula for the computation of the percentage is as below:
Percentage
f x 100
% =
n
Where:
% means the percentage
f frequency
n total number of samples or respondents
Another statistical procedure used in this research is the estimation of the weighted
mean. It will be very useful to assess the respondent’s rates of a given factor.
Weighted mean is calculated using the formula given below:
fx
WM =
n
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The descriptive rating for the weighted mean will derived from Likert scale as
below:
4.50 – 5.0 Excellent
3.50 – 4.49 Very Good
2.50 – 3.49 Good
1.50 – 2.49 Fair
.50 – 1.49 Poor
CHAPTER 4: PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
A hundred respondents were given survey questionnaire to answer questions
pertaining to the service quality and customer satisfaction level of Grab Philippines.
These questionnaires were completed by fifty (50) respondents from ePerformax
Contact Centers and BPO and fifty (50) from the OU Students of Polytechnic
University of the Philippines Main Campus – a total of a hundred (100)
respondents.
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The tables below represent the profile of the fifty (50) respondents from
ePerformax Contact Centers and BPO and fifty (50) OU students from Polytechnic
University of the Philippines Main campus.
Table I: Frequency and Percentage Distribution of Respondents: OU Students of

Polytechnic University of the Philippines Sta. Mesa, Manila Main Campus as to
their profile:
OU Students PUP Main Campus

Particulars Frequency Percentage
10 - 19 3 6
20 - 29 27 54
30 - 39 8 16
AGE
40 - 49 1 2
50 - 59 1 2
information withdrawn 10 20
Male 12 24
GENDER Female 33 66
This table represents the range of age and profile of the fifty (50) OU students from
PUP Sta. Mesa Main campus.
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Table II: Frequency and Percentage Distribution of Respondents profile:

ePerformax Contact Centers and BPO.
ePerformax Contact Centers and BPO

10 - 19
20 - 29 35 70
AGE 30 - 39 11 22
40 - 49 3 6
50 - 59 1 2
information withdrawn
Male 18 36
GENDER
Female 32 64
information withdrawn
This table shows the tabulated data of ePerformax Contact Center and BPO’s
profile.
Table III: Frequency and Percentage Distribution of 100 respondents from PUP
OU Sta. Mesa, Manila Main Campus and ePerformax Contact Center and BPO
Profile of the Respondents

from PUP OU and ePerformax Contact Centers and BPO
10 - 19 3 3
20 - 29 62 62
30 - 39 19 19
AGE
40 - 49 4 4
50 - 59 2 2
Male 30 30
GENDER Female 65 65
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It is obtained that the highest percentage of age level ranges between 20 – 29
years old with 62% of the respondents. Meanwhile, 19 of the respondents or 19%
belong to the age group 30 – 39 years old. 10 of the PUP OU respondents choose
not to provide their age group that makes up 10% of the total population. Four
among the respondents or 4% are from the age group 40 – 49 years old. 3% of the
respondents from PUP OU belong to the age group 10 – 19 years old. Lastly, two
respondents belong to the 40 – 49 age group that is 2% of the total respondents;
one from each of the two sets of the respondents.
Most of the participants that is 65% of the total respondents were female with the
frequency of 65 while the male participants were 30 in number – 30% of the total
respondents from the population sample at Polytechnic University of the
Philippines Sta. Mesa Main Campus and ePerformax Contact Centers and BPO.
While five respondents from the total 100 respondents, 5% chose not to disclose
their gender.
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Table IV: Frequency and Percentage Distribution of PUP OU Main Campus

Students regarding their demographic address

Manila 29 58
Northern Area 19 38
Southern Area 10 20
Provinces 9 18
ADDRESS
Bulacan 1 2
Cavite 3 6
Laguna 2 4
Rizal 3 6
This table represents that 58% of the respondents from PUP OU Sta. Mesa, Manila
hails from Metro Manila. While 18% or 9 respondents from this set of participants
are from nearby provinces as Bulacan, Cavite, Laguna and Rizal. Twelve of them
or 24% of our 50 respondents from PUP OU decided not to disclose their
demographic address.
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Table V: Frequency and Percentage Distribution of ePerformax Contact Centers

and BPO Employees of their demographic address

Manila 33 66
Northern Area 8 16
Southern Area 25 50
Provinces 17 34
ADDRESS Bulacan 2 4
Cavite 13 26
Laguna 1 2
Rizal 1 2
Blank
This table represents the demographic address of the respondents from
ePerformax Contact Centers and BPO. It shows that 66% of the 50 respondents
or 33 participant respondents are from Metro Manila. 8 of the 33 employees from
ePerformax said that they are from Northern part of Manila. 50% of this 33
employees are from Southern part. 34% are from nearby provinces – 2
respondents from Bulacan that is 4%, Cavite residents at 26%, Laguna with 1
respondent that is 2% same with the respondents from Rizal with 2%.
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Table VI: Frequency and Percentage Distribution of 100 Respondents from

ePerformax Contact Centers and BPO Employees regarding their demographic
address
Demographic Address of the Respondents

PUP OU Students and ePerformax Contact Centers and BPO
Manila 62 62
Northern Area 27 27
Southern Area 35 35
Provinces 26 26
ADDRESS Bulacan 3 3
Cavite 16 16
Laguna 3 3
Rizal 4 4
Blank 12 12
This table shows that from 100 respondents of the research, 62% are from Manila.
27% of which hails from the Northern part of the city while 35% of them are from
the Southern part of Metro Manila. 26 respondents from the 100 participants of this
study are all from the nearby provinces. Among them, 3 resides in Laguna that
makes up 3% of the total respondents. 16% hails from Cavite, 3 respondents are
from Laguna and 4% are from Rizal. Meanwhile, 12% gave no answer.
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Table VII: Frequency and Percentage Distribution of the Purpose or Usage of

Grab Service from the Respondents at PUP OU Sta. Mesa Main Campus

Business 6 12
How Grab Emergency 10 20
service has Leisure 15 30
helped you? Work 2 4
School 13 26
Table VIII: Frequency and Percentage Distribution of the Purpose or Usage of

Grab Service from the Employees of ePerformax Contact Centers and BPO

Business 4 8
School 0 0
Table IX: Frequency and Percentage Distribution of 100 Respondents from PUP
OU and Employees of ePerformax Contact Centers and BPO regarding how they
use Grab’s services
100 Respondents from PUP OU Students and Employees from ePerformax

Contact Center and BPO
Business 10 10
School 13 13
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Figure 1: Graphical Representation of the usage of Grab’s services to 100

respondents from PUP OU and Employees of ePerformax Contact Centers and
BPO
Purpose of Booking with Grab

45 42
40
35
30
25 19
20
12 13
15 10
10
5
0
Business Emergency Leisure Work School
Highest percentage of 42% is gathered out of 100 respondents of this study.
Respondents use Grab’s services mostly for leisure. Second to the list is 19%
which is the total percentage of how these respondents use Grab’s services – for
emergency. Next, 12% of the total percentage use Grab’s services for school
purposes. These results were gathered from the first set of this study’s
respondents – participants from Polytechnic University of the Philippines Sta.
Mesa Main Campus. Meanwhile, 12 respondents answered that they use Grab’s
services mainly for work purposes. Lastly, business got 10% of the total
respondents.
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Table X: Tabular Data of the Frequency of Usage of Grab’s service of the 50

respondents from PUP OU Sta. Mesa, Manila Main campus

Everyday 6 12
Weekly 11 22
Monthly 14 28
Others 19 38
Frequency Once 1 2
Occasionally 3 6
Urgent 1 2
When needed 14 28
5-10 times/mo.
This table shows that out of the 50 respondents from PUP Main Campus OU
students. 12% said they use Grab everyday while 22% said they use it per week
and 28% says they use it monthly while 38% said Others. Some said they only
used Grab service once which makes up to 2% and occasional users make up to
6%. One person makes it to 2% that says they only use it for urgent reasons and
28% said they use Grab When needed.
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Table XI: Tabular Data of the Frequency of Usage of Grab’s service of the 50
respondents from ePerformax Contact Centers and BPO

Everyday 9 18
Weekly 11 22
Monthly 16 32
Others 14 28
Frequency Once 1 2
Occasionally 2 4
Urgent 1 2
When needed 9 18
5-10 times/mo. 1 2
This table shows that out of 50 respondents from ePerformax Contact Centers and
BPO said that 18% use Grab daily while 22% answered they use it weekly. 32%
responded they use Grab monthly and 28% makes up others. 2% said they only
used it once and 4% for occasional users. 2% said for urgent reasons and 18%
when it’s needed.
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Table XII: Tabular Representation of the Frequency of Usage of a hundred

Respondents of the research
Frequency of Usage
by 100 respondents from PUP OU and ePerformax Contact Centers and
BPO
Everyday 15 15
Weekly 22 22
Monthly 30 30
Others 33 33
Frequency Once 2 2
Occasionally 5 5
Urgent 2 2
When needed 23 23
5-10 times/mo. 1 1
This table shows that out of 100 respondents combined from PUP OU and
ePerformax Contact Centers and BPO said that 15% use it every day while 22%
said they use the service weekly while 30% answered they use it monthly and
others make up to 33%. 2% said it was only used once 5% for occasional users
and 2% for urgent reasons and lastly 23% said they use it when needed.
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Figure 2. Graphical Representation of the usage of Grab’s services to 100

BPO
Frequency of Usage
30 33
22
15
50
Highest percentage of 33% is gathered out of 100 respondents of this study.
Respondents avail services of Grab only when needed or occasionally. Second to
the list is 30% which represents the respondents who use services of Grab on a
monthly basis. Next, 22% of the total percentage use Grab’s services on a weekly
basis and the lowest percentage of 15% represents the number of respondents
who use the service of Grab on a daily basis. These results were gathered from
the first set of this study’s respondents – participants from Polytechnic University
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of the Philippines Sta. Mesa Main Campus and ePerformax, Pasay City, Metro
Manila.
Figure 3. Graphical Representation of the usage of Grab’s services to 100

BPO
Frequency - Others
23
5
2 2 1
Once Occasionally Urgent When needed 5-10

times/mo.
The primary reason with 23% shows the respondents who use the service only
when needed. While 5% of the respondents are the occasional users; 2% of the
respondents use it for urgent purposes and have used it once. The lowest
percentage 1% shows the respondents who use the service of Grab 5-10 times
per month.
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Table XIII: Frequency and Percentage Distribution of the List of Problems

experienced by the Respondents from PUP OU Sta. Mesa, Manila Main Campus

No 31 62
Yes 19 38
Cancelled booking 4 8
Driver's unruly behavior 4 8
High rates 1 2
Inaccurate pick up location 1 2
Problems
with Grab's Inaccurate waiting time 4 8
Services? Scarcity of units 4 8
Took money from account without
using the service 1 2
Incorrect information of the
application 1 2
Promo codes didn't work 1 2
Slow Grab Application 2 4
This table shows that out of the 50 respondents from PUP Main Campus 62% said
they didn’t encounter any problems using Grab and 38% said they had. The
primary reasons of the problem were because of cancelled booking which makes
it to 8% same with driver’s unruly behavior, inaccurate waiting time, and scarcity
of units. 4% said they had problems using the application and high rates,
inaccurate pickup location, unauthorized charges, incorrect information of the
application and invalid promo codes all got 2%.
37 | P a g e
Table XIII: Frequency and Percentage Distribution of the List of Problems

experienced by the Respondents from ePerformax Contact Centers and BPO

No 24 48
Yes 26 52
Problems High rates 1 2
with Grab's Inaccurate pick up location 1 2
Services? Inaccurate waiting time 6 12
Scarcity of units 4 8
Took money from account without
Non adherence planned location 1 2
This table shows that out of the 50 respondents from ePerformax Contact Centers
and BPO 48% said they won’t recommend Grab and 52% said they would. The
major reasons why they won’t recommend it were because of cancelled booking
which makes 24%. Second highest reason would be inaccurate waiting time which
has 12% and both driver’s unruly behavior and scarcity of units have 8%. The other
reasons all got 2% which were high rates, inaccurate pickup locations,
unauthorized charges and no adherence planned location.
38 | P a g e
Table XIV: Frequency and Percentage Distribution of the List of Problems

experienced by the Respondents from ePerformax Contact Centers and BPO
100 Respondents from PUP OU and ePerformax Contact Centers and BPO
No 55 55
Yes 45 45
High rates 2 2
Inaccurate pick up location 2 2
Problems Inaccurate waiting time 10 10
with Grab's Scarcity of units 8 8
Services? Took money from account without
Non adherence to planned location 1 1
Incorrect information of the
application 1 1
Promo codes didn't work 1 1
Slow Grab Application 2 2
This table shows that out of 100 respondents from PUP OU Main Campus and
ePerformax Contact Centers and BPO said that they won’t recommend Grab which
makes it to 55% and 45% said otherwise. 16% said cancelled booking was the
primary reason and 10% for inaccurate waiting time. Driver’s unruly behavior and
scarcity of units make up to 8% while high rates, inaccurate pickup location,
unauthorized charges and slow application all have 2%.
39 | P a g e
Figure IV: Percentage of the Total Numbers of Respondents regarding the

Problems experienced with Grab
45
Yes
Problems
Experienced
with Grab's
services
55
No
0 20 40 60
The graph illustrates a higher percentage of 55% of 100 respondents said they
have not encountered problems with the services of Grab while 45% said they
have.
40 | P a g e
Figure V: Percentage of the Total Numbers of Respondents regarding the

Problems frequently experienced with Grab’s services
Problems Frequently Experienced

Cancelled booking
Driver's unruly behavior
High rates
20
Inaccurate pick up location
16
10 Inaccurate waiting time
15 8 2 Scarcity of units
1
1
10 8 21 Took money from account
without using the service
Non adherence to planned
2 location
2 Incorrect information of the
5
application
Promo codes didn't work
0 Slow Grab Application
Table XV: Frequency and Percentage Distribution of the Recommendation from

the Respondents at PUP OU Sta. Mesa, Manila Main Campus

No 5 10
Recommendation Yes 45 90
of Grab's Convenience 33 66
services to Efficiency 1 2
friends? Safety 10 20
Promo codes 1 2
This table shows that out of 50 respondents from PUP Main Campus OU students
10% said they won’t recommend Grab while 90% said they would. The two primary
41 | P a g e
reasons were due to convenience which makes 66% and second is safety which
makes 20%.
Table XVI: Frequency and Percentage Distribution of the Recommendation from

the Respondents at ePerformax Contact Centers and BPO

No 6 12
Yes 44 88
Recommendation of Convenience 33 66
Grab's services to Efficiency 1 2
friends? Safety 6 12
Fixed price 2 4
Privacy 2 4
This table shows that out of the 50 respondents from ePerformax Contact Centers
and BPO 12% said they wouldn’t recommend Grab while 88% said otherwise. The
primary reasons were due to convenience which has 66% and safety which got
12%.
42 | P a g e
Table XVI: Frequency and Percentage Distribution of the Recommendation from

the 100 Respondents at PUP OU and ePerformax Contact Centers and BPO
Total # of Respondents
No 11 11
Yes 89 89
Recommendation Convenience 66 66
of Grab's Efficiency 2 2
services to Safety 16 16
friends? Fixed price 2 2
Privacy 2 2
Promo codes 1 1
This table shows that out of the 100 respondents combined from PUP OU Main
Campus and ePerformax Contact Centers 89% said they would recommend Grab
and 11% said they wouldn’t. The primary reasons in recommending it were due to
convenience which got 66% and safety which has 16%.
43 | P a g e
Figure VI: Graphical Representation of the Percentage if Respondents shall

Recommend Grab’s services to friends
Recommendation (in Percentage)

100 89
90
80
70
60
50
40
30
20 11
10
0
No Yes
The graph illustrates that 89% of the 100 respondents said they would recommend
the services of Grab while 11% said they wouldn’t.
44 | P a g e
Figure VII: Graphical Representation of the Percentage of the reasons why

Respondents shall Recommend Grab’s services to friends
Reasons of Recommendation
80 Convenience
66
Efficiency
60
Safety
1 Fixed price
40 16 2
2 Privacy
20 2 Promo codes
0
The main reason why respondents shall recommend Grab’s services to friends is
of its convenience that garnered 66% of the total percentage.
45 | P a g e
Table XVII: Tabular Representation of the Frequency and Weighted Mean of

Respondents from PUP OU Sta. Mesa, Manila Main Campus
PUP OU Students
Factors for Weighted
Rating Weighted
Satisfaction Value Frequency fx Interpretation
Mean
Excellent 5 18 90
Very Good 4 26 104
Cleanliness Good 3 6 18 4.24 Very Good
Fair 2 0 0
Poor 1 0 0
Excellent 5 28 140
Very Good 4 12 48
Comfort Good 3 7 21 4.3 Very Good
Fair 2 3 6
Poor 1 0 0
Excellent 5 32 160
Very Good 4 12 48
Convenience Good 3 6 18 4.52 Excellent
Fair 2 0 0
Poor 1 0 0
Excellent 5 6 30
Very Good 4 19 76
Driver's
Good 3 15 45 3.38 Good
Availability
Fair 2 8 16
Poor 1 2 2
Excellent 5 12 60
Very Good 4 24 96
Driver's courtesy Good 3 12 36 3.92 Very Good
Fair 2 2 4
Poor 1 0 0
Excellent 5 18 90
Very Good 4 15 60
Mobile App/
Good 3 13 39 3.92 Very Good
Booking
Fair 2 3 6
Poor 1 1 1
Excellent 5 14 70
Very Good 4 15 60
Punctuality Good 3 15 45 3.72 Very Good
Fair 2 5 10
Poor 1 1 1
Excellent 5 8 40
Very Good 4 7 28
Reasonable rates Good 3 20 60 3.02 Good
Fair 2 8 16
Poor 1 7 7
Excellent 5 26 130
Very Good 4 14 56
Safety Good 3 7 21 4.26 Very Good
Fair 2 3 6
Poor 1 0 0
Excellent 5 13 65
Overall Very Good 4 23 92
Satisfaction Good 3 8 24 3.86 Very Good
Rating Fair 2 6 12
Poor 1 0 0
46 | P a g e
This table shows the rating of the 50 respondents from PUP OU Main Campus.
The primary reasons were due to convenience that resulted to excellent with a total
of 4.52% while safety got 4.26% and was rated as very good. Cleanliness got a
weighted mean of 4.24% while comfort got 4.3% which were both graded as very
good.
The overall satisfaction rating resulted to 3.86% which was considered as very
good.
Figure VIII: Graphical representation of Convenience – PUP OU Sta. Mesa, Manila
CONVENIENCE (in Percentage)

60
55
50
40
30 32
20
10
11
1 1
0
Excellent Very Good 1 Good Fair Poor
47 | P a g e
Table XVIII: Tabular Representation of the Frequency and Weighted Mean of

Respondents from PUP OU Sta. Mesa, Manila Main Campus
Factors for Weighted ePerformax Employees

Rating
Satisfaction Value Frequency fx Weighted Mean Interpretation
Excellent 5 24 120
Very Good 4 15 60
Cleanliness Good 3 9 27 4.22 Very Good
Fair 2 2 4
Poor 1 0 0
Excellent 5 15 75
Very Good 4 28 112
Comfort Good 3 6 18 4.14 Very Good
Fair 2 1 2
Poor 1 0 0
Excellent 5 23 115
Very Good 4 20 80
Convenience Good 3 5 15 4.26 Very Good
Fair 2 1 2
Poor 1 1 1
Excellent 5 3 15
Very Good 4 11 44
Driver's Availability Good 3 24 72 3.06 Good
Fair 2 10 20
Poor 1 2 2
Excellent 5 9 45
Very Good 4 17 68
Driver's courtesy Good 3 21 63 3.64 Very Good
Fair 2 3 6
Poor 1 0 0
Excellent 5 10 50
Very Good 4 19 76
Mobile App/
Booking
Fair 2 5 10
Poor 1 0 0
Excellent 5 5 25
Very Good 4 13 52
Punctuality Good 3 21 63 3.1 Good
Fair 2 6 12
Poor 1 3 3
Excellent 5 0 0
Very Good 4 7 28
Reasonable rates Good 3 14 42 2.36 Fair
Fair 2 19 38
Poor 1 10 10
Excellent 5 19 95
Very Good 4 20 80
Safety Good 3 10 30 4.14 Very Good
Fair 2 1 2
Poor 1 0 0
Excellent 5 6 30
Very Good 4 23 92
Overall
Satisfaction Rating
Fair 2 3 6
Poor 1 0 0
48 | P a g e
This table shows the rating of the 50 respondents from ePerformax Contact
Centers and BPO. The primary reasons were due to convenience that resulted to
very good with a weighted mean of 4.26% second is cleanliness which got 4.22%
and comfort and safety both got 4.14%
good.
Table XIX: Representation of Weighted Mean regarding Factors for Satisfaction
Factors for Satisfaction Weighted Mean Interpretation

Convenience 4.39 Very Good
Cleanliness 4.23 Very Good
Comfort 4.22 Very Good
Safety 4.2 Very Good
Mobile App/ Booking 3.8 Very Good
Driver's Courtesy 3.78 Very Good
Overall Satisfaction Rating 3.75 Very Good
Punctuality 3.41 Good
Driver's Availability 3.22 Good
Reasonable Rates 2.69 Good
49 | P a g e
This table shows the combined rating 100 respondents from PUP OU Main
Campus and ePerformax Contact Centers and BPO. The primary reasons were
due to convenience that resulted to very good with a weighted mean of 4.39%
second is cleanliness which got 4.23% and comfort and safety both got 4.22%
good.
Table XX: Tabular Representation of the recommendations of 100 Respondents

to improve Grab’s services
Frequency Based on ePerformax Respondent Percentage
7 No data 14
1 Additional terminal 2
16 Reasonable rate 32
4 Drivers /Customer service 8
1 Cleanliness 2
2 entertainment 4
3 Promos 6
6 Mobile apps/ Booking 12
5 Drivers availability 10
3 Expansion/ Services able area 6
2 Time/Punctuality 4
50 100
50 | P a g e
The overall results of the survey respondent reveal that Grab proves satisfactorily
rated by those whose have already availed of a ride with the service. According to
the results shown above, the major concerns among ePerformax and PUP OU
students are mostly related to reasonable rates, mobile apps /booking, driver’s
availability and customer service. If these concerns could be enhanced,
particularly in reasonable rates and customer service of Grab operation as well as
availability of service area coverage, 86 percent suggest recommendations about
commuting with Grab.
Figure IX: Graphical Representation of the recommendations of 50 Respondents

from ePerformax Contact Centers and BPO to improve Grab’s services
Recommendation
Time/Punctuality 4
7 1 6 4 1 2 3 6 5 3 2
Expansion/ Servicesable area 6

Drivers availability 10
Mobile apps/ Booking 12
Promos 6
entertainment 4
Cleanliness 2 Percentage
Drivers /Customer service 8
Reasonable rate 32
1
Additional terminal 2
No data 14
0 10 20 30 40
51 | P a g e
Table XXI: Tabular Representation of the recommendations of 50 Respondents

from PUP OU Sta. Mesa, Manila Main Campus to improve Grab’s services
Frequency Based on PUP OU Respondents Percentage
9 No data 18
18 reasonable rate 36
3 Drivers availability 6
11 Drivers /Customer service 22
6 Mobile apps/ Booking 12
2 Time/Punctuality 4
1 accident insurance 2
50 100
Figure IX: Graphical Representation of the recommendations of 50 Respondents

from PUP OU Sta. Mesa, Manila Main Campus to improve Grab’s services
Recommendation
accident insurance 2
1
Time/Punctuality 4
2
Mobile apps/ Booking 12

9 18 3 11 6
Drivers /Customer… 22
Drivers availability 6 Percentage
reasonable rate 36
No data 18
0 10 20 30 40
52 | P a g e
Figure X: Recommendation Analysis of 100 Respondents of the Research
Recommendation Analysis
ePerformax Respondents PUP OU Respondents
100.00%
90.00%
80.00%
70.00%
60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%
53 | P a g e
CHAPTER 5: SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The overall results of the survey conducted, commuters wish to ride in a taxi that
is nice and clean, consistent, and predictable; with a driver who is professional;
using a booking that is fast and easy; and utilizing a payment method that is
transparent. By considering the leading factors of influence above, it may be said
that a prompt ride, sure ride, safe ride, and comfortable ride are the primary
motives behind the ePerformax and PUP OU decision to ride with Grab. With 42
% said that the purpose of their booking or riding grab is for leisure. The results
strongly support that the grab services is satisfactorily.
Conclusion
According to the results shown above, the major concerns among passengers are
mostly related to Reasonable rates and Customer service. They wanted to lower
the prices down that even though the demand is high, Grab should always consider
having a fair cost for fare. There shouldn’t be any fare hike or surcharge even at
peak hours just so it’s fair for all the customers. Aside from that employees and
54 | P a g e
students responded with drivers getting training before being on the road for the
business. They think that it’s better if the drivers would know how to react and
behave when they are talking with the customers, in that way the experience will
be pleasant and stress-free. Also despite owning a smart device, the respondents
felt like accessing the app was complicated, particularly when booking during rush
hours. These are prospective demands for this alternative ride as well as some
concerns from the ePerformax employee and PUP OU‘s point of view.
Recommendation
Based on the research conducted, the following recommendations were made by
the researchers:
 In order to achieve the highest customer satisfaction, the GrabTaxi
should look at different opportunities to improve their services. The
survey and analysis conducted shows that majority of the customers
are after the convenience the service offers. Aside from improving
the mobile app by making it more user-friendly, the company should
also focus on improving the quality of customer service.
55 | P a g e
 Further review on the fare setting should be conducted to help
determine the amount of fare that shall be regulated. This should
include strict examination of surge fee computation to address the
users' queries and concerns.
56 | P a g e

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POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

THE RISE OF GRAB: AN EMPIRICAL STUDY OF CUSTOMER

SATISFACTION WITH GRAB PHILIPPINES TO THE EMPLOYEES OF

ePERFORMAX AND THE OU STUDENTS OF POLYTECHNIC UNIVERSITY

OF THE PHILIPPINES STA. MESA, MANILA MAIN CAMPUS

CHAPTER 1: THE PROBLEM AND ITS BACKGROUND

technological advances. Thus, we have seen an increased competition in the taxi

and reputation of this kind of service.

Background of the Study

Nowadays, people are indulged with the convenience of reaching something.

emergence of online transportation draws attention. The worsening traffic

congestion in metropolitan areas calls for some innovations in the transport

online based applications.

purchasing of private vehicle if ride-sharing services meet their expectations (BCG,

2017). One of these ride-sharing services is Grab. It is an online application that

of OU students of PUP-Sta. Mesa (Main Campus) and the employees of

Grab is one of the transportation modes in Metro Manila. In fact, it is a well-

regarded service provider in the country as they guarantee customer satisfaction.

(Grab Blog, 2017).

According to Dr. Noriaki Kano, the award-winning creator of Kano Model,

formulating the customer satisfaction model. The Kano’s Model is an insightful

representation of three main customer requirements, namely, Basic Attributes or

Dissatisfiers, Performance Attributes or Satisfiers, and Excitement Attributes or

Delighters (Swan, 2018). These attributes let product or service provider

demand for it.

can influence customer satisfaction in different ways.

Figure 1: INPUT - PROCESS – OUTPUT

According to Business Dictionary, customer satisfaction is the degree of

satisfaction provided by the goods or services of a company as measured by the

repeat customers. To fulfil customer satisfaction, customers should constantly

to result in customer loyalty.

Statement of the Problem

may help Grab improve their service to the commuting public.

The following specific problems will be answered:

1. How does Grab services help the respondents in their lives as

2. What factors affect the respondents to recommend Grab’s services to

their friends and colleagues?

3. Is Grab’s service satisfactory to the respondents?

4. What are the primary reasons of their dissatisfaction with Grab’s

There is no significant relationship between the assessment of the

respondents regarding customer satisfaction of Grab services and the satisfaction

level of commuters at ePerformax employees and OU students from Polytechnic

University of the Philippines Sta. Mesa Main Campus.

Scope and Limitations of the Study

survey. The limitations are listed as follows:

• Time duration of the survey

• Target respondent (student/employees)

Authority/ Management which may be considered as one of the

limitations of this project.

Significance of the Study

the biggest transport network company in Southeast Asia. Grab is introduced in

the Philippines in 2013 and is considered as a major competitor of traditional taxi

they are left to settle with few options.

Grab’s mission is to provide a safer and accessible transportation platform to the

a) Backend – support team

b) Cash Balance – convertible through cash or top up

c) Credit Balance – top up load

e) DRIVER EXIT CLEARANCE FORM – clearance or approval for

added driver or switch operator (unit)