Abstract
The study objective was scenario forecasting of growth prospects of the service operators market on the example of Vietnam. The study is based on the results of a survey of 231 Hanoi residents who use traditional taxi service and app-based taxi service (TTS&ABTS). Using an integrated model, the quality of taxi services (TS) was assessed based on the satisfaction level with the individual components of the services provided. The perception features of TTS&ABTS in the context of different categories of respondents have been revealed. Using IPA-analysis, the competitiveness of the taxi operators in the country has been determined. Considering the impact of external factors that create risks and opportunities for the development of TS, economic scenarios for the development of TTS&ABTS have been simulated. The results can be useful in legislative regulation of the taxi market (TM) in Vietnam and the development of effective marketing strategies by taxi operators.
Highlights
Taxis are one of the prime modes of transportation in Vietnam
RESEARCH RESULTS Service Quality Measurement In order to statistically assess the reliability of the questionnaire for assessing the service quality of TTS&ABTS, the values of Cronbach's alpha were calculated based on the respondents' scores on the questions (Table 1)
The research results show that the quality of app-based taxi service (TS) rated by customers is higher than that of traditional taxis
Summary
Taxis are one of the prime modes of transportation in Vietnam. With the implementation of Decision No 24/QD-BGTVT by the Ministry of Transport of Vietnam (Ministry of Transport of Vietnam, 2016), which promotes the cost reduction of Vietnamese taxis and booking services via mobile apps, the demand for taxis in Vietnam is increasing. Because of the large number of older people without mobile apps, there is still a significant demand for a traditional taxi in the domestic market (Statista, 2021). The results of the study can help regulators to effectively manage the market for the interests of foreign and domestic taxi companies and achieving maximum economic effect. It can be useful in developing marketing strategies to improve the quality of services to ensure the competitiveness of TM operators
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