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FACTORS INFLUENCING PASSENGERS’ SATISFACTION

OF GRAB TAXI
Authors: MAUREEN Q. ABLAO
LOUIE L. BALLESTEROS
ADRIENNE MAE GEREMILLO
JEFFRESON T. ONZA
RODEL N. TEVES
ABSTRACT:
Convenience is one of the most important factors for people
who live in urban cities and with the advancement of new
technologies and the increasing complaints from public commuters,
demands for alternative ride services such as Grab have seen a
momentum in many cities in the Philippines. Hence this study was
purely motivated by the fact that there is limited research carried
out in the customer satisfaction of Grab taxi passengers in Baguio.
The study determined the extent to which service quality practices
are adopted by Grab and also established the relationship between
service quality and passengers’ satisfaction using the RECSA model
of service quality which focused on 5 dimensions observed in
transport industries namely; Reliability, Extent of Service,
Comfort, Safety and Affordability. The area of study the Grab taxi
passengers in Shoe Mart Baguio. Descriptive Research was used in
the study and 100 passengers of Grab taxi were selected by the use
of purposive sampling as respondents for the questionnaires that
were floated at the Grab Taxi Station in Shoe Mart (SM) Baguio
during a weekday, Friday of February 9, 2018 from 07:00 a.m. to
09:00 a.m. and 11:00 a.m. to 01:00 p.m. and a weekend, Saturday of
February 10, 2018 during the peak hours from 11:00 a.m. to 01:00
p.m. and 05:00 p.m. to 07:00 p.m.. The research aims to identify
the personal information of passengers using grab Taxi in terms of
Age, Gender and their Employment Status. Likewise, it also aims to
determine the factors influencing passengers’ satisfaction of Grab
Taxi based on the RESCA model of service quality. The data was
analyzed using descriptive method and was presented using tables
and narrations. The result indicated Majority of Grab’s passengers
are satisfied with their services and thus are just loyal to the
services they have subscribed to which is due to the quality
services offered to them (customer satisfaction). The study
recommended that the managers of Grab taxi should pay keen
attention to service quality, customers’ safety, reliability and
comfort of passengers which lead to majority of passengers’
satisfaction.
KEYWORDS: Customer Satisfaction, Grab Taxi, Service
Quality, Transportation, RESCA Model

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