Todays service industries are facing their toughest competition.

Every serv ice provider industry aims to win the customers and outperform the competitors. The solution present in doing a better job of meeting and satisfying service use rs needs. Perception is the process of attaining awareness or understanding of th e environment by organizing and interpreting sensory information. All perception involves signals in the nervous system, which in turn result from physical stim ulation of the sense organs. Perception involves these "top-down" effects as well as the "bottom-up" process of processing sensory input. Perception depends on complex functions of the nervous system, but subjectively seems mostly effortless because this proce ssing happens outside conscious awareness. Customer prefers some product or some service because they determined the object was best aligned with the performance and emotive requirements as jud ged through the comparative norms. Customer evaluate the performance in light o f how well the product, person or service meets their perception and expectation s. Companies tend to ask their customers about corporate performance on a p redetermined set of behavioral topics which may or may not align to the percepti on and expectations of those customers. It is essential, especially for compani es attempting to serve highly competitive markets with many product/service offe rings, to differentiate preference formation components and preference expectati ons within naturally forming or emergent customer segments. Every service industry will need to strive even harder to ensure the cus tomer experience with every aspects of contact with the service (through Service quality, hospitality etc) will exceed their expectations. The increased emphasi s of service providers brand and the importance of relationship with the service users will further change the way of business. Increase the distribution of ser vice will push up the image of the industry. The perception of service is effectively done in the minds of people b y the observed service quality. The services are activities which are intangible s in nature; therefore standardization is one of the major issues in services. S ervices are so varied and diverse that needs to classify them to identify select ed areas which need to be managed strategically. Quality is the totality of features and characteristics of a product or services that bears on its ability to satisfy given needs. Quality in service ha s two viewpoints: internal and external in the service firm. Internal is all abo ut conformance and compliance to design standards, external quality is about the customer perception, expectation, preference, satisfaction, attitude and deligh t. The projects deals with the understanding the perception of service u sers with reference to Taxi Taxi. This gives a view of consumers perception and the expectation on the Taxi Taxi.