Abstract
Background: Online taxis, a travel mode with personalized comfort based on mobile Internet technology, are now rapidly expanding in Indonesia. Objectives: This study aims to analyze the influence of the personal characteristics and travel characteristics on the choice of an online taxi or conventional taxi and to analyze the online taxi performance in the cities of Surabaya and Malang, Indonesia. Methods: A Stated Preference questionnaire was designed and a Google Forms survey was conducted to obtain data; 200 responses were collected. The binary logit model was employed to analyze the influence of the personal characteristics and travel characteristics on the choice modal. Importance-Performance Analysis was proposed to understand the performance of online taxis. Results: By applying the binary logit model, it was found that for variables based on a personal characteristic, age and occupation are the most influential variables that affect the decision to use an online-taxi, while for travel characteristic variables, travel cost is the most influential factor in traveler’s choice-making. According to the sensitivity analysis, the midpoint for travel cost was found to be Rp 9.606,20, and 13,43 minutes for pick up time. Through Importance-Performance Analysis, it was found that no attributes need to be improved. Conclusion: The estimated logit model can describe the personalized travel mode choice well. The users of an online taxi are people of young age and non-working group. If the gap price and the gap pick up time more than midpoint, the majority of travelers will most likely shift to conventional taxis. The online taxi performance has already met passenger satisfaction.
Highlights
Buses, conventional taxis, and other forms of road-based traditional public transportation are slowly beginning to lose market share to intermediate modes such as shared taxis [1]
If the gap price and the gap pick up time more than midpoint, the majority of travelers will most likely shift to conventional taxis
Another study about the motorcycle taxi was conducted in Indonesia, Importance-Performance Analysis was applied and the results showed that better provision of trip rates has become a significant indicator for a business partner during the partnership process [13]
Summary
Conventional taxis, and other forms of road-based traditional public transportation are slowly beginning to lose market share to intermediate modes such as shared taxis [1]. The phenomenon of ridesharing has become a common one and based on ridesharing principles, the concept of cab-sharing or taxi-sharing was developed [2]. Aside from passengers’ preferences, good service quality is the most important reason for people who are willing to use public transportation. A study on travel preference in the online taxi was conducted in Lebanon. Herman stated that service and performance influence Customer Satisfaction, with performance being a result of activities from a work plan. A travel mode with personalized comfort based on mobile Internet technology, are rapidly expanding in Indonesia
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