Navigating the roads of corporate strategy: An in-depth analysis of mobile taxi industry from the customers’ lens

Abstract

This study aims to identify passenger preferences for mobile app based taxi services in Dehradun, India, to ensure sustainable business growth. The Indian taxi industry is expected to reach USD38.90 billion by 2028, growing at a compound annual growth rate (CAGR) of 13.55% from its projected value of USD20.61 billion in 2023 (Mordor Intelligence, 2023). A structured questionnaire with 28 attributes was employed in a cross-sectional survey of 384 purposively selected respondents who have used Uber and Ola at least three times. Importance–performance analysis (IPA) was utilized for data analysis. IPA identifies improvement opportunities, guides strategic planning, and assesses a firm’s competitive position in the market (Hawes & Rao, 1985; Martilla & James, 1977; Myers, 1999). The study found mobile app-based taxi services in Dehradun excelled in areas like app usability, availability of vehicles, precise locations, quick response time, multiple payment options, and the ability to call the driver through the app. The study also found that the drivers’ communication skills, map familiarity, smooth driving, and passengers’ security during the trip were satisfactory. However, the study recommends improvements in the availability and waiting time of the vehicles during odd hours, variation in taxi fares, drivers’ cancellation of rides, and availability of discounts.