REVIEW OF LITERATURE

INTRODUCTION

An extremely important area which is the backbone for any research

as it provides the entire information pertaining to the problem and objectives.
Reviews consisting to antecedents of the App pertaining to the trust of customer
and the digital mode of retention of flow in digital era service quality, customer
trust, satisfaction, and commitment in Digital mediating to customer retention

As Bike Taxi is a new concept so there no as such researches have been

done in past on the topic. So I am writing the review of literature on Cab
and Radio Taxies. These Researches focuses on market potential of taxies.

Abdul Wahid Khan et.al. (2016) the study determines the factors of
consumer full filling the desire needs with excellent services in existing
products in Indian taxi services. The target customers are categorized into three
criteria the first one is trendy and a tech savvy customer the second one is
Urban travellers and the third one is Luxury. Attributes of service quality were
been identified tangibles, reliability, responsiveness, assurance and empathy.

Adewole et.al (2016), states that transportation service can be chosen

in advance by using app through smart phone, the services have spread with an
Android based applications. It helps the person intermediate between passenger
and driver. The user has the option to choose the car which he/she wants the
model integrated with google maps. The study helps to improve the quality of
app for future guidance of travellers to travel easy.

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 Charoen (2015), the investigation is based on the business model of
Grabtaxi to know the competitive advantage with the application used to
utilizes the global position system that directs the customers location and track
the route with safety. The study is useful to the customer’s ease of use by using
app through the quality of service with safety and tapping the large network
strategy.

Kishore and Ramesh (2015) point out the relationship between the
comforts of mobile app for booking the cab services and analyzed the
influencing factors of booking cab services with innovative behaviour that
download app for taxi booking. The study showed that with the service quality
and trust of customer made satisfaction

Kiran and Saptarshi (2017) the investigation of the reearch is based

on radio taxi travel to identify customer satisfaction of cab services in India.
The well-structured questionnaire is framed and analyzed with the SPSS
software. The model which was developed by Parasuraman, Zeithaml and Berry
(SERVQUAL). The consumer expectations with service quality research gap
with consumer perception are compared with the variables of tangiblity,
reliability, responsiveness, assurance and empathy. It’s considered a high
potential for tier-1, tire – 2 and tire -3 cities. It was founded that the result of
service provider with comfort and cheap and convenient mode of intercity and
even intra city.

Khupse (2017) the investigation is based on the taxis that provide a

large number of benefits. The mobile based app is frequently used by the
travellers with comfort, economy, and safety and convince base. Only the app

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using respondents have been chosen for the study with well-structured
questionnaire. Here the data collected from the 150 app used respondents.

Mai and Ngo (2016) today transportation services play a main role in
urban areas, changes in the taxi industry with innovation and downloading app
has made it easy to travel safely to any designation point. The research carried
with cross sectional study compared with model of SERVQUAL and IDCTP
Model. A well-structured questionnaire was framed with five point likert scale
based on ten dimensions. The study found variables as direct and indirect
relation. The direct method were identified by unstandardized regression
coefficient (β). The indirect method identified by multiple regressions. The
study results customer satisfaction affects 99% with
confidence level that’s found positive.

Shilvia et.al (2017): stated that the investigation is based on service

quality of online transportation focused in the technology aspect. The sample
size of the respondents 1670 are all Indonesians majority of the respondents
belong to the gender data collection were conducted in the year of March 2017
to April 2017. It was found that most of the users are in the age group of 20 –
30 the factors which influence the people who know to use the app, who are
capable of adopting new technological development, the higher weight are
perceived quality, system availability, privacy, trust, perceived risk and content
adequacy.

Venkatesh and George, (2015) research analysed the performance

measure of aggregator services. It helps to identify the taxi aggregators to

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improve their customer satisfaction in their quality service. The taxi services is
also known as ride sourcing services. It was found that for Uber and Ola in
India with the development of technology the aggregator’s gives right
information to the right person in right time. The performance is based on
criteria, responsiveness, flexibility, reliability, tangibles, profitability, and cost
resource utilization. The study resulted that App creates service quality,
satisfaction and retention

Literatures on App Usage in Cab And Bike Taxi Services

Emmanuel and Solomon (2015) the study based on customer

satisfaction towards the mini cab service in Ghana examined with six variables
to know the relationship based on the customer satisfaction. The variables are 1.
Continuous services, 2. Comfort, 3. Affordability, 4. Safety, 5. Reliability, 6.
Driver behaviour. The statistical tool of Pearson correlation was used and they
found positive significant relationship in consumer satisfaction. The
questionnaire is framed by using the RECSA model.

Gooi Sai Wenga,(2017), The study is based on the investigation with

focus on mobile application service, based on taxi booking by the consumers.
The data was collected from 387 users of respondents in Malaysia in central
part of Kuala Lumpur. A well-structured questionnaire was framed and divided
into two parts, the first part contains the demographic information, the second
part contains Technology Continuance Theory (TCT). The mobile app is
perceived positively and easy to use by the customer’s continuous usage MTB
Apps (mobile taxi booking). There are two models used one is PLS and SEM
models which helps to know the results of measurement model. PLS is used to

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know the possibility of relationship among the constructs. The study supports
the effects of subjective norms with the attitude towards using the app of MTB.

Mona Bhalla, (2018) the investigation traces the taxi market with the
growth of taxi market in India. It analyses the growth of taxi aggregators along
with factors and the study helps for better understanding the future of taxi
market in India. Organized sector player starts in the year 2000 organized by
mega cabs and established in the year 2006 - 2007 followed with the model of
cab ownership. The study focused on the result that App is making a new
stream of life in the retention of customers

Utsav Pandya, Rishi Rungta, Geetha Iyer, (2017) stated that buying
vehicles is not possible for all for day to day work commitment. Hence taxi is
used for transportation by lakhs of Indians. Here the study focuses with private
taxi and public taxi market as it helps to understand the variables like
technology, trends, safety, comfort ease of availability, tariff and flexibility of
available time. The result of the study showed App is the convenient way that
make the customer immerse in the digital mode of taxi booking

Andrew (2015) on the role of digital marketing Appon consumer

behaviour identified 5 different kinds of themes such as Digital Culture, Mobile
Environments, Digital Adverts, e-wom and Digital environments has prominent
influence into the present situation of marketing the company and its goods to
the customers. The article also attained a clear cut identification that in present
digital App world, to make the customer more attract and bring them towards
the provider, service quality , trust and satisfaction have to be offered at
expected level

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 Adewumi et.al (2016) booking transportation service in advance by
using app by using of smart phone the services spread with an Android based
application it helps the person intermediate between passenger and driver the
user have the option to choose the car which he/she wants the model integrated
with google maps the study helps to improve the quality of app for future
guidance of travelers to travel easy.

Aghdaie et al. (2011b) made research on antecedents affecting Trust

in Internet purchasing via Appfrom the perspective of consumers, they made a
study on the variables were framed by adopting technology adaptation model
developed by Davis (1989). Their study analyzed the factors that were deeply
affecting customer trust. Using correlation technique they found that there was a
positive relationship between Information Quality, Perceived Usefulness and
customer trust.

El –Gohary (2010) researched in the article, relating to a past view

point of research point and strategies related to the study on Digital Marketing
App and the article winded up by saying different techniques and new
methodologies were implemented in E-commerce; Digital App has got high
prominence in the retention factor of customer.

Eid (2011) researched, the factors affecting customer trust on

empirical research in e-commerce App in Saudi Arabia. He came out with a
new research stating that information quality, user interface and security are the
factors which directly affect trust in a mediating in digital app

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 Ganguli and Sanjit (2011) researched on generic technology based
service quality dimensions (ServQual) in banking. It was been able to identify
that quality and satisfaction of customers have got a very high significant and a
very wide positive impact that is happening to the customers on their retention
to the field.

Ghane et al. (2011) empirically investigated the causal relationship

between e-satisfaction, e-trust and e-service quality on e-commitment, in
ebanking as an aspect of B2C on app context. Data was collected from 121
customers and to test the model. The findings showed that e- service quality,
esatisfaction, and e-trust had strong effect on e-commitment.

Hamadi (2010) illustrated the cause and effect relationship between

perceived quality, satisfaction and commitment in online banking app. The
antecedents of perceived quality were the design of the site, ease of use,
privacy, information quality, financial security, gain of time and interactivity.
The study also revealed that customer satisfaction influenced commitment
positively.

Heidt (2011) described a theoretical model of the four main

antecedents of e-trust, e-value, e-satisfaction and e-commitment in digital
business streams. Data was collected from 391 customers in Indonesia through
web-based, self-administered survey. The results explained that e-trust had
positive influence on e-commitment. E-satisfaction had a stronger impact on
ecommitment which affects retention of customer in e-business.

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 Hu et al. (2011) researched on the effect of service quality on
customer satisfaction and customer commitment in medical services via app in
Taiwan. The authors tested and verified the relationship between three qualities
attributes namely, customer satisfaction, customer complaints, and customer
commitment, tyhe study was been brought up into through the use of SEM and
AMOS software.

Jones et al. (2010) made a research on the impact on the forms of

customer commitment through digital apps; the forms were namely, normative,
affective, and continuance on customer repurchases intention. The study results
indicated that affective commitment is the most important factor for customer
responses and repurchase intention.

Labareque et.al (2013) researched to get an input on the consumer

behaviour of digital marketing. The authors were able to identify the
behavioural aspect of consumer in the digital marketing field especially in
channels. The article researched the consumer behaviour and Digital Media app
in the internet as mediating ones out of the channels. A theoretical framework
was framed namely on usefulness, information, demand, quality and network
were been able to get ideas on the research

Maliheh et.al (2012) authors researched and created up an article on

electronic service quality on behavioural intentions’ of customers based on
digital marketing, to identify the service sector company. The article was able to
identify that the factors service quality has a direct impact on customer trust
which is making the new digital marketing prominently on app generation
business more in new electronic marketing era

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 Parvel Ciprian (2015) the conducted a research and the article aimed
to identify on how to do the Digital marketing in a much more efficient and
effective manner through digital channels mainly app. The findings says that
86% of the company marketers were said that Digital Media is a prominent
factor for business and 89% suggested that increased exposure is the main
benefit of Digital marketing through apps

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