Research Proposal_Assessment1_Trang Nguyen.pdf

Research Proposal_Assessment1_Trang Nguyen.pdf - Research...

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Research proposal Taxi industry vs share-drive service (2017) 2 LOCATION Sydney Metro, NSW, Australia. PURPOSE OF THE STUDY An increase in the use of share drive services such as Uber, GoCar, GoBuggy has been threatening the taxi industry for recent years in Sydney. For example, the usage of share drive grew considerably from 13% to 22% between 2014 and 2016 in Sydney (Taverner Research 2017, p.3). 68% of people using ride share services claimed that they stopped or decreased their taxi usage in Sydney (Tavernier Research 2016, p.4). This potentially leads to a loss of market share, profit, and ROI of the taxi industry. Some studies about point-to-point transport use in Sydney have been previously executed by Taverner since 2014. These studies will greatly assist the researcher in grasping current situation of ride sharing and taxi services and consumer insights. Thus, this research aims to examine the impact of the emergence of share drive on the taxi industry in Sydney Metro Region in relation to its effect on consumer choices and consumer value and its implementation of service reposition to reach a superior position and to bestow greater value on consumers. LITERATURE REVIEW A study on factors influencing the consumer in selection of cab services ’ (Kumar & Kumar 2016), ‘Modeling consumer preference for global positioning system-based taxi dispatching service: case study of Taichung city, Taiwan’ (Hwang et al. 2006), and ‘Factors influencing the behavioural intention of public transport passengers’ (Astrini et al. 2015) will be utilised to support this research. It is because these studies allow the researcher to examine factors driving consumer preference and usage intention separately. However, it is far from easy to test and to potentially bridge the association between consumer preference and usage intention towards taxi service based on these studies only. In fact, there is no literature which have shed light on the relationship of consumer preference and usage intention towards door-to-door transport recently. As a result, the research is not supported fully with evidence-based research. Therefore, an inductive research approach will be employed to make a contribution to fill the gap by examining how service performance, personal factors, and perceived risk and value influence consumer preference and discovering the relationship between consumer preference and usage intention towards taxi service.
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