Abstract
The paper presents the results of a study of the quality of passenger taxi services (case study for Ukrainian ride-hailing service "Uklon"), which was conducted by applying the SERVQUAL tool. The ride-hailing service is an innovative product in the rapidly developing market of taxi services and a business model, a taxi aggregator. Its peculiarities identified via the literature review are the on-demand provision of paid prearranged passenger transportation services combined with smartphone mobile applications or online platforms for immediate booking of trips, making electronic payments, and rating drivers and passengers. The study aimed to obtain the quality measures for the service − the integrated indicator and indicators for the partial characteristics. The theoretical basis of SERVQUAL offered by A. Parasuraman, V. A. Zeithaml, and L. L. Berry is the gap concept and taxonomy of service quality determinants (model RATER). The instrument allows the measurement of service quality as a gap between the consumers' expectations regarding the service characteristics and their perceptions based on consumption experience. Quantitative marketing research in the form of a survey of 50 clients of the "Uklon" was implemented. The method provided the following stages: determination of essential characteristics of a ride-hailing service; development of two questionnaires; collection of primary data by surveying customers aimed at revealing their pre-consumption expectations; surveying customers aimed at revealing their perceptions regarding the quality of services of "Uklon" based on the experience gained; calculation of the general and partial indicators for service quality. The service quality accounted for -0,69, and quality indicators for partial characteristics range from 0.02 to -1.46. The ride-hailing service "Uklon" is close to fully satisfying clients, but there is room for improvement. Two unique value propositions differentiating the company from competitors are identified. Recommendations for improving the services are provided, and prospects for further research are defined.
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