A Study of the Taxi Passengers’ Consumption Behavior

Abstract

In the taxi industry most of the management and operation methods are based on the accumulation of personal experience They lack specific concepts about passenger preferences market characteristics and trends It is also difficult for taxi operators to obtain substantial feedback as the direction for future improvement In the past literature there are studies on the taxi industry regarding service quality customer satisfaction and brand loyalty This study attempts to cut in from the perspective of consumers By understanding the behaviors of consumers who take taxis and then analyzing the impact of the points that consumers care about during the three-stage model of consumption behaviors of taxis find out the factors and needs that passengers really care about This study used an online questionnaire to collect 184 valid questionnaires with taxi experience and used SPSS to explore consumer consumption behaviors The research results show that the characteristics of consumers have a significant impact on the pre-purchase stage; information collection evaluation of alternatives and perceived risk in the pre-purchase stage have a significant impact on consumer consumption behavior The service encounter stage has a positive relationship with satisfaction and loyalty at the post-encounter stage The research will analyze the research results and provide some suggestions to taxi operators for improving the service content and quality

Date of Award	2020
Original language	English
Supervisor	Dung-Chun Tsai (Supervisor)