BBA in Marketing, Faculty of Business Studies, University of Dhaka, Bangladesh
This paper summarizes the arguments and counterarguments within the statistical analysis on the issue of customer satisfaction with the ride-sharing industry in Bangladesh. The objective of this study is to explore and assess the factors that affect the satisfaction level of ride-sharing users in Bangladesh. Systematization of literary sources and approaches for solving the problem of customer dissatisfaction indicates that there are real problems with the services of the ride-sharing companies. The relevance of the decision of this statistical analysis is that speed, cost, and convenience of ride influence the level of customer satisfaction. As the ride-sharing companies store the personal data while using the application, they were accused of using those data illegally and without users’ consent which goes against the business ethics principles. Investigation of the topic proves that if the ride-sharing companies can reduce the cost of the ride, increase the speed and convenience of the ride and run their business ethically customers will be more satisfied than before. Analysis in the paper is carried out in the following logical sequence: the statistical data available are analyzed, and then a survey is done, which reveals some factors that affect customer satisfaction. Methodological tools of the research methods were analysis and synthesis of the available data, survey, and statistical methods: hypothesis testing through binary logistic regression analysis with Hosmer-Lemeshow test which proves that there are significant relationships between some factors. The object of the research is factors that affect the customer satisfaction of the ride-sharing industry in Bangladesh. The study found speed of ride as the most significantly influential factor (regression coefficient) ([Coef.] =2.707, Odds Ratio [OR] =14.9899, p<0.01) followed by cost of ride (Coef. =2.291, OR=9.8883, p<0.01) and convenience of ride (Coef. =1.969, OR=7.1641, p<0.01). However, the security of ride, waiting time for the car and behavior of drivers were found insignificant. The model explains 78.44% deviance (Coefficient of determination, R2 =0.7844) in the response variable with its constructs. And the “Hosmer-Lemeshow” goodness-of-fit score (1.00) is also above the standard threshold (0.05), which indicates the data fit well with the model. The research empirically confirms and statistically proves that reducing the cost, increasing the speed and convenience of the ride can significantly impact customer satisfaction along with some other factors including maintaining business ethics, the confidentiality of personal data, improving vehicle fitness, service availability, and safety driving. The findings of this study are expected to be helpful for ride-sharing service providers to gain a better understanding of the factors that impact the customer satisfaction of the ride-sharing industry in Bangladesh.
Keywords: Bangladesh, Business-ethics, Congestion, Customer-satisfaction, Ride-sharing.
JEL Classification: D11, D12, M1.
Cite as: Jahan, M. (2019). Factors Affecting Customer Satisfaction of the Ride-sharing Industry in Bangladesh. Business Ethics and Leadership, 3(4), 74-80. http://doi.org/10.21272/bel.3(4).74-80.2019.
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