Customers' satisfaction towards Addis Ababa City's minibus taxi service

Abstract

In Addis Ababa, Shared minibus taxis are contributing significantly more than any other form of public transit to meeting the city's transportation needs. But there were limited research done on taxis in general and customer satisfaction with minibus taxis in particular. Therefore, this study aims to assess the satisfaction of minibus taxi customers through a survey questionnaire distributed and collected at taxi stations. Descriptive analysis was used to measure the satisfaction levels/rates of respondents towards each service quality attribute of the minibus taxis. Then, we compared the means value of satisfaction responses followed by factor/principal component analysis. Once the most important satisfaction variables are identified through the factor analysis, an ordered logit model was used to create a relationship between the selected satisfaction variables and the socio-demographic characteristics of taxi riders. The results of the study showed that minibus taxi overload, safety, and security at stations are attributes in which the respondents show greater dissatisfaction. The result of the ordered logit model revealed that the respondents who showed greater dissatisfaction with the taxi drivers and their assistants' behavior are those who had been stolen at least once on a minibus taxi. Also, riders weigh more on the functionality of the service than their comfort and security. Thus, the service providers, Addis Ababa Road Authority, security personnel, and any relevant body should work together on maximizing the customers' satisfaction in minibus taxis.