Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Submitted By:
Ahmed Hossain Tamjeed 17251007
Rakeen Ahmed 17251009
Rashidul Hasan 17251045
Saif Adnan Khan 17251049
Aanan Abraar 17251055
Section – A
Dept. of BBA in Marketing,
Faculty of Business Studies
Bangladesh University of Professionals
Submitted To:
Koushik Prasad Pathak
Assistant Professor
University of Dhaka
Letter of Transmittal
27th October 2019
While working on the report, we have tried to follow each and every guideline that you had
advised. It has been a very enlightening experience to work in this new venture. We, therefore,
hope that you will be kind enough to accept this report.
Though the time was very limited for us to work on such a big Term Paper, your guidance and
support made our work a lot easier. The knowledge we gathered from this course has been an asset
for all of us from the time we got to prepare our term paper.
We are also grateful to our friends who have provided valuable guidance, suggestions, and advice
on collecting information, analyzing and preparing the report.
Abstract
Customer satisfaction is highly dependent on service quality. As UberMoto is a service, it is
imperative for its quality to be high.
The objective of this research to determine the effects of service quality on the user perception of
UberMoto.
The research has been conducted among students. Regression analysis has been used to determine
the effects of service quality. Required data has been collected through a questionnaire.
The service of UberMoto lacks in empathy towards its users. There is much room for improvement
in terms of availability, user safety, and concern toward users.
Table of Contents
Introduction ..................................................................................................................................... 1
Objective ......................................................................................................................................... 2
Literature Review............................................................................................................................ 3
Theoretical Framework and Hypothesis ......................................................................................... 6
Methodology ................................................................................................................................... 8
Result and Analysis......................................................................................................................... 9
Frequency Analysis of Service Quality Dimensions: ................................................................. 9
Discussion ..................................................................................................................................... 16
Recommendation .......................................................................................................................... 17
Conclusion .................................................................................................................................... 18
Reference ...................................................................................................................................... 19
Appendix ....................................................................................................................................... 20
List of Figures
Figure 1: Relation between customer satisfaction & service quality dimension
List of Tables
Table 01: Frequency Analysis of Reliability and Customer Satisfaction
Introduction
One of the most famous ways of transportation currently all over the world is ride-sharing. It is an
international concept that is well renowned among the people of the world. It was first introduced
by Uber. Uber was first founded in 2009 by Garrett Camp and Travis Kalanick. Like other
countries, Uber and many other ridesharing app are currently famous in Bangladesh. So, in this
study, we are going to discuss how much the customers are satisfied with the service they are
getting from ride-sharing apps like UBER, what is their perception regarding it and what can be
done to improve their experience. We are going to analyze the gathered data from this study and
measure the five dimensions of service quality including the reliability of the service, tangibles or
physical facilities of it, empathy or the attention of the company towards the customers, the
knowledge the company has about its employees and their ability to provide the service and finally
the responsiveness of the company towards its customers is analyzed and will be used to improve
their experience.
Uber was first introduced in Bangladesh on November 22, 2016. The first Uber ride in Bangladesh
was hailed by cricketer Shakib Al Hasan. However, Uber’s not the first ride-hailing startup to
launch in Dhaka, but it might be the richest. Local ventures Pathao and BD Cabs started operations
the previous year with similar goals of solving traffic woes. The first-ever ride app in Bangladesh
was introduced by Pathao in 2015. Later many more ride-sharing apps were introduced among
which the two most used apps after Uber and Pathao are SHOHOZ and OBHAI similar to Uber
and Pathao. All of them also provide motor service to single users to travel fast and swiftly through
the heavy traffic of Dhaka city. The motor service of Uber known as Uber Moto was introduced
on November 14, 2016, and is currently the most used way of ride-sharing in the country.
So, we are going to use this study to understand the various factors impacting the customer
satisfaction of the users of Uber Moto and devising a strategy according to it.
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Objective
There are three objectives of this research. They are as follows,
• To assess customer perception about ride-sharing service UberMoto.
• To check the reliability of the data derived from the responses.
• To assess the impact of each of the five dimensions of SERVQUAL on customer
satisfaction.
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Literature Review
This article is about the service quality dimension and its effect on customer satisfaction of Uber
Moto in Bangladesh.
Service quality is a function of the difference between the expectations and perceptions of the
service (Parasuraman, Zeithaml, and Berry, 1985). It is difficult to define the quality of service
since services are mainly intangible. Thus, service quality is subjective and mainly refers to the
customer perceptions of the quality of the services they received. After the customer has taken part
in the service process, he or she will evaluate the experienced quality with the expected quality to
justify whether he or she is satisfied with the service (Gronroos, 1993; Osman and Sentosa, 2013;
Yulisetiarini, 2014).
The SERVQUAL model is a service quality framework developed in the 1980s by Zeithaml,
Parasuraman, and Berry, aimed at measuring the scale of quality in the various services in the
service sector.
1. Tangibility
The appearance of physical facilities, equipment, personnel and printed and visual materials
• The color, exterior, and interior facilities should provide comfort to the passenger and should be
visually appealing.
2. Reliability
• Uber Moto service should make sure that the passenger reaches his destination in the stipulated
period of time.
• When a customer has a problem, Uber Moto services show a genuine interest in solving it.
3. Responsiveness
• Uber Moto services make sure that their bike arrives for pickup of the passenger at the desired
location without delay.
• Uber Moto services are always willing to listen to customer complaints and improve various
facets of their services if any.
4. Assurance
The knowledge and courtesy of employees and their ability to inspire trust and confidence.
• The customers of Uber Moto service, male or female, will feel safe while traveling in Uber Moto.
• The driver will know alternative routes to reach the destination in case of any impediment to the
usual route like traffic congestions or blockades.
5. Empathy
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• Uber Moto services will always have the passenger’s best interests at heart.
• Uber Moto services will always keep the customer informed of any delay or inability to deliver
the services.
Our questionnaire was formed on the basis of Table 5.2 of Zeithaml’s Services Marketing
book.
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Responsiveness
Reliability Empathy
Customer
Tangiblity Assurance
satisfaction
The following study will be investigating the impact of the five service quality dimensions toward
Bangladeshi customer satisfaction particularly in ride-sharing services like Uber Moto in
Bangladesh. Thus, the following hypotheses were developed accordingly:
H1: There is a significant correlation between reliability and customer satisfaction towards Uber
Moto services in Bangladesh.
H2: There is a significant correlation between responsiveness and customer satisfaction towards
Uber Moto services in Bangladesh
H3: There is a significant correlation between assurance and customer satisfaction towards Uber
Moto services in Bangladesh.
H4: There is a significant correlation between empathy and customer satisfaction towards Uber
Moto services in Bangladesh.
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H5: There is a significant correlation between tangibility and customer satisfaction towards Uber
Moto services in Bangladesh.
Page |8
Methodology
The study is exploratory in nature with a convenience sample of 128 from Dhaka. The survey was
mainly online and done using google form. We send this questionnaire to 140 people but among
them, only 128 were complete and acceptable. Where 78% were male and about 20% were female.
Most of them were students and service holders. About 105 responds came from 18-25 years old
people.
We are mainly doing regression analysis of customer satisfaction and the service quality
dimensions (tangibility, responsiveness, reliability, empathy, assurance).
Here,
Y= Customer satisfaction
X1= Reliability
X2= Responsiveness
X3= Assurance
X4= Empathy
X5= Tangibility
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The results of the research identify that out of the 128 respondents, 78.1% (100) are male and the
rest 20.1% (28) are female. It simply indicates that ride UberMoto services are mostly used by
males in Dhaka city. 82.8% (106) respondents were students. As the survey was mainly conducted
among university students. 12.5% (16) respondents were service holders who use UberMoto
services. Most of the respondents turned out to be students who use UberMoto to commute from
their home to universities or other places. The majority, 82%, of the respondents fall under the age
group of 18-25 years. As most of the respondents are students, it is natural for them to fall under
this particular age group. 43% of respondents have a monthly income range of 5,000 BDT – 15,000
BDT. Another 28.1% of users have a monthly income below 5,000 BDT. This represents that the
students who use UberMoto have limited incomes. Only 21.1% of the respondents use UberMoto
very frequently and 27.3% of users use it frequently. 19.5% of users don’t use UberMoto that much
frequently. The likeliness of the users to recommend UberMoto to others is a sign of their
perception of the services. 35.9% (46) users have said that they would recommend UberMoto to
others while only 6.3% (8) users have said that they wouldn’t.
Reliability is the first independent variable of this research. Table 01 represents the frequency. The
factors that analyze the Reliability are time to find a ride, valid information of the riders, and
shortest route to destination. Most of the respondents agree that UberMoto connects riders to users
in the shortest time and also they agree that UberMoto provides valid information about the riders.
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UberMoto shows the shortest route on the map in order to ensure the users reach their destination
in time and are never late.
The next dimension in this study is the Responsiveness of UberMoto that represents their after
sales service. Helpline response and appropriate compensation are the factors that represent this
dimension. From table 02, it can be seen that majority of the users feel that the helpline doesn’t
respond properly to the users complaints. However, most users also believe that the compensation
policy of UberMoto is justified.
In terms of Tangibility, bike fitness and protective helmets are the determining factors. It seems
that most users feel that the bikes available are somewhat fit. Not entirely fit to be giving quality
service. However, from the users’ response it can be seen that UberMoto isn’t providing protective
helmets for the users.
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Further analysis found that majority of the respondents are satisfied with the service being
provided by UberMoto.
Cronbach’s Alpha reliability test was conducted to assess the reliability customer’s satisfaction
against individual service quality dimensions. Based on the Table 07 above, empathy scored the
highest with α = .763 followed by tangibility with α = .751. As these two dimensions have values
higher than .7 it can be said that they are highly reliable. The other dimensions have a value less
than .7 but fulfill the minimum threshold of .6. So, it can be said that these values are also
reliable but not as high as empathy and tangibility.
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No. Variables 1 2 3 4 5 6
1 Reliability 1.000
2 Responsiveness .645 1.000
3 Assurance .575 .571 1.000
4 Empathy .492 .407 .489 1.000
5 Tangibility .462 .354 ..497 .570 1.000
6 Satisfaction .624 .627 .617 .461 .622 1.000
Note: Correlation is significant at the 0.01 level (2-tailed)
Further testing was conducted to determine the correlation coefficient to measure the strength of
the linear relationship between the service quality dimensions and customer satisfaction towards
UberMoto services in Dhaka. Table 8 summarizes the Pearson Correlation Coefficient Test that
all the independent variables have positive correlation with the dependent variable. There is a
high correlation between reliability, responsiveness, assurance, and tangibility. However,
empathy has very low correlation with customer satisfaction.
Multiple regression is also conducted to determine the overall fit of the model and the contribution
of each individuals to the total variance explained. Model summary as reflected in Table 09 is used
to determine how well a regression model fits the data. Based on the regression model above it
shows that 62% (R square = .620) of the observed variability in total customer satisfaction is
explained by the total service quality variables. The result indicates that all the service quality
P a g e | 14
items; reliability, responsiveness, assurance, empathy, and tangibility are good predictors of
customer satisfaction of the ride-sharing services.
Based on the finding above, the F statistic for the overall goodness of fit of model is 39.769, which
is significant at α = 0.01. This reflected that the model is fit to be used for further analysis because
the result below shows the p-value is 0.000.
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Coefficientsa
Standardized
Unstandardized Coefficients Coefficients
Overall findings from Table 11 shows that reliability, responsiveness, assurance, and tangibility
are highly correlated with customer satisfaction. Empathy shows a moderate correlation with
customer satisfaction.
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Discussion
The following hypothesis were developed for the analysis.
H1: There is a significant correlation between reliability and customer satisfaction towards Uber
Moto services in Bangladesh.
H2: There is a significant correlation between responsiveness and customer satisfaction towards
Uber Moto services in Bangladesh
H3: There is a significant correlation between assurance and customer satisfaction towards Uber
Moto services in Bangladesh.
H4: There is a significant correlation between empathy and customer satisfaction towards Uber
Moto services in Bangladesh.
H5: There is a significant correlation between tangibility and customer satisfaction towards Uber
Moto services in Bangladesh.
From the overall analysis we can see that empathy is negatively correlated with customer
satisfaction. So, hypothesis 4 is wrong and is to be rejected. New regression equation,
Here,
Y= Customer satisfaction
X1= Reliability
X2= Responsiveness
X3= Assurance
X4= Tangibility
The other dimension empathy was excluded from the regression model since the Pearson
Coefficient value is less than 0.5.
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Recommendation
Even though ride-sharing is a relatively new concept in Bangladesh, users have become
accustomed to the service and are slowly become dependent on it. UberMoto is performing well
in the market but there is still much room for improvement. Our recommendation for UberMoto
would be the following,
▪ Ensuring the availability of the service to the customer could prove to be vital. Finding a
ride can be hard at early mornings and late nights. There are many people who require early
ride in the morning. Also people who need a ride to reach home late at night from their
office. As most transportations are unavailable at this hour, UberMoto can ensure the
availability of their service and earn a better position at the customer’s mind.
▪ UberMoto services are still not available at all the locations in Dhaka. Some areas are still
out of reach and users are unable to find a ride from those locations in their time of need.
UberMoto should increase their coverage to gain new customers and live up to the
expectations of the existing ones.
▪ Providing protective helmets is still an issue. Considering the traffic of Dhaka city and
number of accidents happening every year, it is imperative that UberMoto provides
protective helmets for the users. A concern for the users’ safety will surely increase
customer loyalty.
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Conclusion
Ride sharing has taken the country by storm. It has created transportation convenience for the users
and also new jobs for the riders. Although it was meant to be freelancing a profession, many people
in Bangladesh have turned it into their main profession. As time goes by, people are getting more
used to the concept and are becoming dependent on it. In terms of Bangladesh, ride sharing has a
good prospect.
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Reference
• Zeithaml, V.A., Berry, L.L. and Parasuraman, A., 1988. Communication and control
processes in the delivery of service quality. Journal of marketing, 52(2), pp.35-48.
• Gronroos, C., 1984. Service quality model and its marketing implications. European
journal of marketing, 18(4), pp. 36-44
• Osman, Z. and Sentosa, I. 2013. Mediating effect of customer satisfaction on service
quality and customer loyalty relationship in Malaysian Rural Tourism. International
Journal of Economics Business and Management Studies. 2(1), pp. 25 – 37.
• Yulisetiarini, D. (2014). The relationship between service quality, customer satisfaction
and loyalty in restaurant business in East Jawa. International Journal of Business and
Management Invention. 3(51), pp. 1 – 10.
• Parasuraman, A., Berry, L. L. and Zeithaml, V. A. 1991. Refinement and reassessment of
the SERVQUAL scale. Journal of Retailing. 67(4), pp. 420 – 450.
• Parasuraman, A., Zeithaml, V. A. and Berry, L. L. (1985). A conceptual model of service
quality and its implications for future research. Journal of Marketing. 49(4), pp. 41–50.
• Man, Ahmad, Kiong, A.Rashid, 2019. Evaluation of Service Quality Dimensions towards
Customer‟s Satisfaction of Ride-Hailing Services in Kuala Lumpur, Malaysia.
International Journal of Recent Technology and Engineering (IJRTE)
• Sharma, Das, 2017. Service Quality and Customer Satisfaction - With Special focus on the
Online Cab Industry in India. International Journal of Business and Management.
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Appendix
Questionnaire
1. Gender
a) Male b) Female
2. Please select the category you fall into (Profession)
a) Student b) Service Holder c) Businessman d) Other
3. Age
a) 18 – 25 years b) 25 – 32 years c) 32-39 years d) 39 – 46 years
4. How much do you earn on a monthly basis?
a) Below 5,000 b) 5,000 – 15,000 c) 15,000 – 30,000 d) 30,000 – 50,000 e) Other
5. Are you an UberMoto user?
a) Yes b) No
6. How frequently do you use UberMoto?
Very Frequently o o o o o Not so Frequent
7. How likely are you to recommend UberMoto to others?
Very Likely o o o o o Not Very Likely
8. UberMoto takes minimum time to find a rider.
o Strongly Agree
o Agree
o Neutral
o Disagree
o Disagree
9. UberMoto provides valid information about the rider and the bike.
o Strongly Agree
o Agree
o Neutral
o Disagree
o Disagree
o Neutral
o Disagree
o Disagree
12. UberMoto takes appropriate actions to compensate for any inconveniences faced by the
user.
o Strongly Agree
o Agree
o Neutral
o Disagree
o Disagree
Tables
Statistics
Satisfaction Reliability Responsiveness Assurance Empathy Tangibility
N Valid 128 128 128 128 128 128
Missing 0 0 0 0 0 0
Mean 2.1484 2.2109 2.4570 2.3164 2.5586 2.8242
Reliability
Scale: Reliability
Reliability Statistics
Cronbach's Alpha N of Items
.644 3
RELIABILITY
/VARIABLES=Helpline Compensation
/SCALE('Responsiveness') ALL
/MODEL=ALPHA.
Reliability
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Scale: Responsiveness
Reliability Statistics
Cronbach's Alpha N of Items
.681 2
RELIABILITY
/VARIABLES=SafeTransaction RoadSafety
/SCALE('Assurance') ALL
/MODEL=ALPHA.
Reliability
Scale: Assurance
Excludeda 0 .0
Total 128 100.0
a. Listwise deletion based on all variables in the
procedure.
Reliability Statistics
Cronbach's Alpha N of Items
.671 2
RELIABILITY
/VARIABLES=ServiceTime Location
/SCALE('Empathy') ALL
/MODEL=ALPHA.
Reliability
Scale: Empathy
Reliability Statistics
Cronbach's Alpha N of Items
.763 2
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RELIABILITY
/VARIABLES=Fitness Helmet
/SCALE('Tangibility') ALL
/MODEL=ALPHA.
Reliability
Scale: Tangibility
Reliability Statistics
Cronbach's Alpha N of Items
.751 2
REGRESSION
/DESCRIPTIVES MEAN STDDEV CORR SIG N
/MISSING LISTWISE
/STATISTICS COEFF OUTS R ANOVA CHANGE
/CRITERIA=PIN(.05) POUT(.10)
/NOORIGIN
/DEPENDENT Satisfaction
/METHOD=ENTER Reliability Responsiveness Assurance Empathy Tangibility
/RESIDUALS DURBIN.
Regression
P a g e | 27
Descriptive Statistics
Mean Std. Deviation N
Satisfaction 2.1484 1.01244 128
Reliability 2.2109 .78911 128
Responsiveness 2.4570 1.00790 128
Assurance 2.3164 .91331 128
Empathy 2.5586 1.10407 128
Tangibility 2.8242 1.06036 128
Correlations
Responsivene
Satisfaction Reliability ss Assurance Empathy Tangibility
Pearson Correlation Satisfaction 1.000 .624 .627 .617 .461 .622
Reliability .624 1.000 .645 .575 .492 .462
Variables Entered/Removeda
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Variables
Model Variables Entered Removed Method
1 Tangibility, . Enter
Responsiveness,
Empathy,
Assurance,
Reliabilityb
a. Dependent Variable: Satisfaction
b. All requested variables entered.
Model Summaryb
Std. Error Change Statistics
Mod R Adjusted R of the R Square F Sig. F Durbin-
el R Square Square Estimate Change Change df1 df2 Change Watson
1 .787a .620 .604 .63698 .620 39.769 5 122 .000 2.090
a. Predictors: (Constant), Tangibility, Responsiveness, Empathy, Assurance, Reliability
b. Dependent Variable: Satisfaction
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1 Regression 80.679 5 16.136 39.769 .000b
Residual 49.501 122 .406
Total 130.180 127
a. Dependent Variable: Satisfaction
b. Predictors: (Constant), Tangibility, Responsiveness, Empathy, Assurance, Reliability
Coefficientsa
Standardized
Unstandardized Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) -.450 .196 -2.294 .024
Reliability .233 .103 .181 2.250 .026
Responsiveness .295 .078 .294 3.802 .000
Assurance .206 .085 .186 2.424 .017
P a g e | 29
Correlations
Responsiven
Reliability ess Assurance Empathy Tangibility Satisfaction
Reliability Pearson 1 .645** .575** .492** .462** .624**
Correlation
Sig. (2-tailed) .000 .000 .000 .000 .000