Reviewing Service Quality of UBER: Between Customer Satisfaction and Customer Expectation
AbstractThis paper examines the gap between the expected service and reality from Uber’s customer perception. Service companies tend to be careful and pay more attention to their customers’ satisfaction and aim to have a good relationship to ensure their loyalty. Service quality dimension was used and applied to find the gap between customer satisfaction and customer expectation. The hypothesis was tested in the empirical study to find how service quality (with five dimensions: tangibility, reliability, responsiveness, assurance and empathy) affects customer satisfaction on using Uber service. 105 international students from Indonesia who lives in Taiwan and experienced riding with Uber in Taiwan filled out the online questionnaire. SPSS 23 was used to do the analysis. The result of F-test shows that customer satisfaction positively influenced by service quality, while t-test shows that there is improvement needed on responsiveness and empathy dimension. Rating system from Uber declares that customer satisfaction is 4.6 out of 5, this paper shows that customer satisfaction is 4.3 out of 5 from service quality dimension. Statistically this is a significant gap that needs to be filled to reach a closer gap to the expected service. This research can be done with a wider range to know more about customers’ delight on using Uber. Language barrier between customer and Uber driver could be the reason of the gap. Including Taiwanese students as respondents could be done for further research.
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