Independent University, Bangladesh

Course Title: Business Research Methods

Course ID: 485
Section: 02
Semester Project On

CUSTOMER SATISFACTION TOWARDS UBER

Submitted to
Prof. Dr. Md. Mamun Habib Sir
Submitted by

Group:- I

Name ID

Amira Binta Nazrul Amira 1710436

Motiur Rahman 1620475

Razwan Ahamed 1620649

Md.Sujon Hossain 1721748

Table of Content

S
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Introduction.............................................................................................................4
1.1 Research Objective:.......................................................................................4
1.2 Scope of Research:.........................................................................................4
1.3 Significance of the Study:.............................................................................5
Literature Review....................................................................................................5
2.1 Theory:...........................................................................................................5
Research Methodology............................................................................................7
3.1 Methods of Research Used:..........................................................................7
Type of Research-............................................................................................7
Research Method:-..........................................................................................7
Survey Research Technique...........................................................................7
Methods of Survey Data Collection- (Online questionnaires).....................8
3.2 Respondents & Sampling Procedures:-.......................................................8
3.3 Research Instruments/ Questionnaire:........................................................9
3.4 Pretests..........................................................................................................10
3.5 Collection of Data:.......................................................................................11
3.6 Statistical Treatment of Data.....................................................................11
Conclusion..............................................................................................................15
4.1 Summary of findings:..................................................................................15
4.2 Recommendation:........................................................................................15
References..............................................................................................................17
Appendix................................................................................................................18

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INTRODUCTION

In this project the company is chosen a transport service company name, Uber
Technologies Inc. is also known as UBER, is an American company which offers
vehicles for hire, food delivery. UBER started its operation in Bangladesh in 2016
but only in Dhaka City. The main aim of this project is to identify the factors of
affecting customer satisfaction of Online Taxi Services by an online taxi services
providing companies across the Dhaka City. There are two variables in this project
one is independent variable which are safety price, comfort, and service quality.
And other one is Dependent variables and which is customer satisfaction. All the
independent variable such as- safety, price, comfort, service, quality will effects
dependent variables which is customer satisfaction because if anyone independent
variable can’t match with dependent variables it makes a dissatisfaction of
customers.

1.1 RESEARCH OBJECTIVE: Our research objective is to see what people of

Dhaka city think about Uber. Based on depending variable of this project, Uber has
taken many steps to attract more customers and also has given the satisfaction to
their customer. This

1.2 SCOPE OF RESEARCH: For this research, the people from ONLY Dhaka city

was the targeted people. This research was to see the reactions of Uber customers
in Dhaka. In this Project, there are two variables. One is Independent variable and
those are women’s safety price, comfort, and service quality. And other one is
Dependent variables and which is customer satisfaction. The relationship between
independent and dependent variables is highly connected. It concludes that the
price is much related to get the positive relationship with the customers or to
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satisfy the customer. Data was collected through questionnaires from 50

respondents with answering 12 questions from Dhaka city and for this research the
software called SPSS which was a trial Version.

1.3 SIGNIFICANCE OF THE STUDY: In Bangladesh, a little research work has

been done on online taxi services in Dhaka city. This research will contribute to
existing other company determining the dimensions of women’s safety, quality,
price, and comfort customers satisfaction while using online taxi services like
UBER.

LITERATURE REVIEW

2.1 THEORY:

According to previous research Hayder, N. B. 2019 (Factors Affecting Customer

Satisfaction of Online Taxi Services in Dhaka City) consumers are increasingly
stressed about the services that they purchased. They are properly informed about
what organizations can offer and call for effortless, but customized providers in
actual time. Customers additionally have a growing energy to speak and specific
their opinion thru specific channels and touchpoints considerably way to the social
media. The gap among customers’ expectancies and the service they get hold of is
widening, indeed. Customers don’t hesitate to voice their disappointment which
could quickly cause emblem erosion and patron defection. However maximum of
the companies are aware that favorable customer reviews are important: 60% of
organizations purpose at differentiating themselves based on the reviews that they
deliver. The thought of customer satisfaction has picked up colossal intrigued in
later times particularly in online vehicle rides. For every industry, consumer

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fulfillment may be a crucial aspect that needs cautious attention. Customer

Satisfaction has gained importance in business to measure products or service
performance. In simple terms, Customer Satisfaction is regarded as customer
evaluation of their Products and consumption experience with a product or service
to meet the customer needs.

Moreover Kumar, Jafarinaimi and Canister Morshed (2018) in their consideration

talked about distinctly the existing transportation circumstance and Uber office in
Bangladesh using hypothesis of equity and found that this service can create a
positive effect on versatility and sharing economy. The presentation of Uber has
made massive popularity of ride-sharing benefits among the youthful generation as
well as some middle-aged individuals in Bangladesh. The most reason behind this
popularity is the demand for adaptable development of the active people in
Bangladesh.

However, the preceding research regarding ride-sharing services mentioned in the

above sections focused in particular on different towns of developed countries as
opposed to the ones of emerging economies. So far, in the situation of the
researchers, there's no such preceding look at regarding the present status and
prospect of ride-sharing carriers in Bangladesh. Thus, studies regarding this
difficulty might be more beneficial in the future. Uber is a taxi E-hailing mobile
application founded by Travis Kalanick and Garrett M. Camp in 2009 which
located in San Francisco, California.

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RESEARCH METHODOLOGY

3.1 METHODS OF RESEARCH USED:

Type of Research-
The type of research we have used in this research project is Descriptive research.
Descriptive research is a type of research that describes a population, situation, or
phenomenon that is being studied. It focuses on answering the how, what, when,
and where questions of a research problem, rather than the why. In this research
paper we tried to find out the satisfaction of customers towards Uber.

Research Method:-
A descriptive research method can be used in multiple ways and for various
reasons. Before getting into any survey, though, the survey goals and survey design
are crucial. Despite following these steps, there is no way to know if one will meet
the research outcome. To understand the end objective of research goals we used
descriptive research in this research project. One of the most popular is Survey
Research Technique.

Survey Research Technique

In survey research, respondents answer through surveys or questionnaires or polls.
They are a popular market research tool to collect feedback from respondents. A
study to gather useful data should have the right survey questions. It should be a
balanced mix of open-ended questions and close ended-questions. The survey
method can be conducted online or offline, in our project we used Online survey.
Survey research is a quantitative approach that features the use of self-report
measures on carefully selected samples. It is a flexible approach that can be used to
study a wide variety of basic and applied research questions. Survey research is
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defined as "the collection of information from a sample of individuals through their

responses to questions”. This type of research allows for a variety of methods to
recruit participants, collect data, and utilize various methods of instrumentation.

Methods of Survey Data Collection- (Online questionnaires)

The use of online questionnaires is very popular. Online questionnaires are the
least expensive way to reach the greatest number of people – globally. Response
rates are higher with online questionnaires than with mailed questionnaires or in-
person interviews – during the first few days. Subsequently, response rates fall to
match the same low rate as mailed questionnaires. Because email addresses are
unique identifiers, online survey providers must have a strategy to guarantee
anonymity and confidentiality. If one or the other is violated, or perceived to be
violated, data quality can suffer.

Response time is quick. Those in charge can track respondents, non-respondents,

and results throughout data collection. Email invitations and reminders are sent
quickly and inexpensively. Respondents may start to respond, stop, save their
responses, and complete at a later time.

3.2 RESPONDENTS & SAMPLING PROCEDURES:-

Primary data for the study has been collected through a survey, using a structured
Questionnaire. A portion of the entire group (called a population). Sampling
procedure means choosing part of a population to use to test hypotheses about the
entire population. Used to choose the number of participants, interviews, or work
samples to use in the assessment process. In this research project we used People
of different age from 18 to onward. Who used Uber ride at least once in their
Lifetime. This survey contains both male and female.
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3.3 RESEARCH INSTRUMENTS/ QUESTIONNAIRE :

In our Questionnaire we used:

1. Nominal Scale: Nominal scale is a naming scale, where variables are simply
“named” or labeled, with no specific order. For Example:

2. Ordinal Scale: Ordinal scale has all its variables in a specific order, beyond
just naming them.

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3. Likert scale: A type of psychometric response scale in which responders

specify their level of agreement to a statement typically in five points.

3.4 PRETESTS

Reliability (Cronbach Alpha):

Reliability Statistics
Cronbach's
Alpha N of Items
.214 12

The reliability is .214 which is lower than acceptable value which is .6 since our
research is limited to 50 respondents.

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3.5 COLLECTION OF DATA:

 Primary Data: Primary data for the study has been collected through a
survey, using a structured Questionnaire.
 Secondary Data: Secondary Data has been collected from various articles,
journal papers and online database.

3.6 STATISTICAL TREATMENT OF DATA

-SPSS (Statistical Package for Social Sciences)

Descriptive analysis: Frequencies and percentages of 5 different questions of 50

Respondents.

Statistics
How satisfied Do you think
are you using Uber rides are
Gender Occupation Age Uber ride? costly?
N Valid 50 50 50 50 50
Missing 0 0 0 0 0
Mean 1.24 1.68 1.36 3.66 1.30
Median 1.00 1.00 1.00 4.00 1.00
Std. Deviation .431 1.316 .693 .939 .463
Variance .186 1.732 .480 .882 .214
Minimum 1 1 1 1 1
Maximum 2 6 4 5 2

Frequency Tables and Pie Charts:

Gender
Cumulative
Frequency Percent Valid Percent Percent
Valid Male 38 76.0 76.0 76.0
Female 12 24.0 24.0 100.0
Total 50 100.0 100.0

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Occupation
Cumulative
Frequency Percent Valid Percent Percent
Valid Student 37 74.0 74.0 74.0
Government employee 2 4.0 4.0 78.0
Employee 6 12.0 12.0 90.0
Business owner 1 2.0 2.0 92.0
Housewife 3 6.0 6.0 98.0
Retirement 1 2.0 2.0 100.0
Total 50 100.0 100.0

Age

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Cumulative
Frequency Percent Valid Percent Percent
Valid 18 to 25 37 74.0 74.0 74.0
26 to 35 9 18.0 18.0 92.0
36 to 45 3 6.0 6.0 98.0
46 and above 1 2.0 2.0 100.0
Total 50 100.0 100.0

How satisfied are you using Uber ride?

Cumulative
Frequency Percent Valid Percent Percent
Valid Very Dissatisfied 2 4.0 4.0 4.0
Dissatisfied 4 8.0 8.0 12.0
Neither Dissatisfied nor 9 18.0 18.0 30.0
satisfied
satisfied 29 58.0 58.0 88.0
Very satisfied 6 12.0 12.0 100.0
Total 50 100.0 100.0

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Do you think Uber rides are costly?

Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 35 70.0 70.0 70.0
No 15 30.0 30.0 100.0
Total 50 100.0 100.0

CONCLUSION

4.1 SUMMARY OF FINDINGS:

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The main aim of this project is to identify the factors of affecting customer
satisfaction of Online Taxi Services by an online taxi services providing companies
across the Dhaka City. It can be argued that Uber services in Dhaka city have an
overall positive impact among men and women’s. From the research there are
some variables have been found to have positive relationship with customer
satisfaction namely quality, price, safety. Most of the customers were aware about
the prices that have paid by them against service taken. This research will benefit
to the ride sharing services and through this survey result, the ride sharing can
improve the car quality, focus on safety and also reduce the price limit. These
factors have most influence on the customer satisfaction. Price has a strong
positive relationship with customer satisfaction regarding choosing a ride. The
customers are smart enough to compare the prices of different services providers.
Finally this study will help the Uber companies as well as the Uber users in Dhaka
to identify the most fascinating service and also modify the existing facilities and
gain overall customer satisfaction.

4.2 RECOMMENDATION:

In our survey we found that most of the customers are complained about their
services. They need to focus on it,

 We found that different factors like car quality, high price, customer safety
are influence customer satisfaction, so companies should consider these
factors carefully.

 The ride sharing service providers should give more personalized attention
to the customer.

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 Sometimes the drivers charge more than the actual charge, the company
should check it.

 They also need to focus on others competitors to expand their business and
capture the market.

 Customer complained that the pricing policies of the ride sharing service
provider are not competitive so they should take a competitive pricing
strategy.

 The drivers should change their poor attitudes .they need to focus on
customer satisfaction.

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REFERENCES

Hayder, N. B. 2019 Factors Affecting Customer Satisfaction of Online Taxi

Services in Dhaka City.
Kumar, P. K., & Kumar, N. R. (2016). A study on factors influencing the
consumers in selection of cab services. International Journal of Social Science and
Humanities Research, 4(3), 557-561.
Tusher, H. I., Hasnat, A., & Rahman, F. I. (2020). A Circumstantial Review on
Ride-sharing Profile in Dhaka City. Computational Engineering and Physical
Modeling, 3(4), 66-88.
Litman, T. (2008). Valuing transit service quality improvements. Journal of
Public transportation, 11(2), 43-63. http://doi.org/10.5038/2375-0901.11.2.3
The Daily Star (2016). Uber taxis hit Dhaka streets, The Daily Star,
Retrieved from. https://www.thedailystar.net/frontpage/uber-taxis-hit-dhaka-
streets-1319011.

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APPENDIX

I. Gender?
1. Male
2. Female

II. Age?
1. 18 to 25
2. 26 to 35
3. 36 to 45
4. 46 and above

III. Occupation?
1. Student
2. Government employee
3. Employee
4. Business owner
5. Housewife
6. Retirement

IV. Have you ever used Uber app for transportation?

1. Yes
2. No

V. How comfortable do you feel using Uber app?

1. Very uncomfortable
2. Uncomfortable
3. Neither uncomfortable nor comfortable
4. Comfortable
5. Very comfortable

VI. How satisfied are you using Uber ride?

1. Very unsatisfied
2. Unsatisfied
3. Neither unsatisfied nor satisfied
4. Satisfied
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5. Very satisfied
VII. How would you rate the quality of Uber ride?
1. Excellent
2. Good
3. Fair
4. Poor

VIII. Do you think Uber rides are costly?

1. Yes
2. No

IX. Do you feel safe using Uber rides?

1. Yes
2. No

X. Have you ever had to wait too long for your rider to pick you up?
1. Yes
2. No

XI. How often do you take Uber rides?

1. Regularly
2. Weekly
3. Monthly

XII. How likely is it that you would recommend Uber ride?

1. Very Likely
2. Likely
3. Neither likely nor unlikely
4. Unlikely
5. Very unlikely

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