Table of Content 1.Introduction P.2 2.Service concept of Uber P.3-4 3.Types of service processes P.5 4.Operations of uber contribute to service concept P.6-7 5.Satisfaction level to implementation of service concept P.8 6.Suggestions P.9 7.Conclusion P.108.Limitations P.10AppendicesList of ReferencesBibliography1
1.Introduction 1.1 PurposeThe purpose of this study is to examine the service concept and the role of operation of Uber.The report will also suggests ways to improve concept and the delivery system of Uber. 1.2 BackgroundUber is a worldwide online transportation company which is founded by Travis Kalanick and Garrett Camp in 2009, the headquartered of Uber in San Francisco, and they are entered into almost 526 cities, Uber develops a mobile app for consumers to use their smartphone to submit a trip request.In 2014, Uber entered into Hong Kong, most of the Hong Kong people are satisfied with this service, because they have another choice to instead of Taxi which are always to refuse to take a passenger for the reason like the destination was too far or too close and most of the drivers of Taxi are very rude that lead to Hong Kong people antipathy with Taxi. However, the Taxi industry thinks uber is a strong competitor for them, thus they decided to launch a protest action to express their dissatisfaction.2
2.Service concept of UberJohnston et al., (2005, p. 40) indicated that the service concept is a shared understanding of the nature of the service provided and received which should capture information about the organizing idea, the service experience and the service outcome.2.1 The Organizing IdeaKalanick, the founder of Uber said that the organization idea of uber is to be so cheap that it can turn into the cheap and efficient replace to both owning a car and taking public trans-portation. (Kosoff ,2015)2.2 Service concept summaryAn online transportation company that provides an app that just tap one button, the drivers will use their own personal vehicle to take the customer go to their destination, which are convenience, comfort and fast.2.3 The Service ExperienceThere are several service experience of Uber that no matter when or where, the customer can just tap a button, and set their location, the driver of Uber are always available, then get a ride, also the customer can track their arrival on the map.In addition, Uber provides a safety ride experience for customers that when the customer matched with the driver, the profile of driver including their name, license plate number, photo will show to the customer, the most important is the customer can saw the rating of driver.Furthermore, if the customer wants to register to a member, they must provide their information of credit card for Uber, then every ride fares are automatically charged to the customer’spayment on credit card.