Abstract
In recent years, the use of ride hailing mobile application services is increasing exponentially. Customers’ expectation of these phone services varies and change dynamically as the needs of each individual also vary. Customer reviews about mobile application are honest, voluntary opinions; and these could become essential input for mobile application providers to measure satisfaction. However, managing a large number of reviews into actionable plans could be challenging. This study combines the Term Frequency-Inverse Document Frequency (TF-IDF) and Multiple-Criteria Decision-Making (MCDM)-VIKOR approach to process 600 reviews into a meaningful insight to enhance ride hailing mobile application services. The four-phase method analysis concluded that application ease of use and affordability are the most important aspects that most contribute to customers’ satisfaction in ride hailing mobile application services.
Highlights
Mobile applications have become a primary tool used on a daily basis in this era of rapid technological advances
This study presents customer satisfaction measurement based on term frequency– inverse document frequency (TF-IDF), the computation of the value rank using a multicriteria decision making (MCDM), namely VIKOR
This study proposes multicriteria decision matrix to measure customer satisfaction of ride hailing mobile application
Summary
Mobile applications have become a primary tool used on a daily basis in this era of rapid technological advances. Ride hailing could be defined as a service that arranges a one-way trip in a short notice. The existence of this technology contributes to the changes of people’s lifestyle into more digital. In Asia, three ride hailing applications—Didichuxing, Grab, and Go-Jek—have been listed in the top 10 Asia unicorns with the highest value and remarkable influence to people’s lives. These three-transportation applications value US$62 billion, USUS$14.3 billion, and $10 billion respectively [4]
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