The Effect Of Service Quality On Customer Satisfaction On Application-based Taxi Service (the Case Of Ride)

Customer satisfaction has been a subject of great interest to organizations andrnresearchers. In recent years, organizations are obliged to render more on services inrnaddition to their offers. The quality of service has become an aspect of customerrnsatisfaction. The main purpose of this study is to examine how service quality dimensionsrnwithin RIDE taxis affect customer satisfaction. The target population and sampling framernmatch and samples are readily available to the research, the researcher used arnconvenience sampling technique to collect quantitative data from customers ofrnapplication-based RIDE taxis in Addis Ababa. The satisfaction levels and meaning ofrnservice quality were substituted in the SERVQUAL model. Regression analysis was usedrnto test the cause-effect relationship between variables and to test the hypothesesrnseparately and in a group. The study showed distinctive results for the significant effectsrnof service quality dimensions on customer satisfaction. Meanwhile, the group resultrnshowed that: Assurance, Reliability, Tangibles Responsiveness, and Empathy respectivelyrnare seen to have a substantial impact on customers’ satisfaction. The findings imply thatrnto provide total satisfaction to customers, the service sectors need to improve on thernother factors that were given as reasons for satisfaction. This study contributes tornexisting theories by confirming or adding value to the effects that are involved inrncustomer satisfaction, service quality, and SERVQUAL dimensions. It provides resultsrnthat could be useful to managers in business organizations for strategic planning

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