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MKF2121The Research Problema.Background This paper will investigate and analyse the relationship between the customer's satisfaction and key factors such as services and charges, in order to assess the current strategy by ensuring customers preferences, behaviours, and attitudes through their experiences on Uber. Uber is the greatest ride-hailing organization on the planet. In 2014, Toyota has invested about $500 million and Uber became a Public Company which was valued at 76 billion. However, As the development of the Uber company, the expensive cost that based on the ride-hailing technologies and system became an obstacle which has impeded the expanding of markets and competing with the back rivals. Additionally, it has lost $1.07 billion at the last 3rd quarters. Since 2014, Uber attaches greater importance on boosting revenues and ignores the major risk caused by the bottom line. The company expanded rapidly, meanwhile, it challenged the local regulations and destroys the traditional local businesses. Furthermore, Didi and Ola are the major rivals for Uber in Australia, it also has several problems through the online service platform such as unprofessional drivers, hidden charges and so on. Therefore, it will determine and investigate the various variables that influence their satisfaction during their Uber experience. It will be executed through secondary and primary data analysis to identify how the different attributes associated with their overall satisfaction on Uber. Moreover, split the customers into segments by age and income level, and tailor the appropriate service in each segment. Ultimately, by understanding the associations between the relative factors and customers satisfactions to figure out how to beat back competitors and reduce the loss as well.
b.Statement of the Problem → Marketing Research problems: to identify the key factors that influence the satisfaction of Uber’s customers → Key Factors:To investigate how different socio-demographic factors of customer influence their satisfactions •In order to provide descriptive factors of customers (e.g. Age, gender, Income level and locations→ especially in Sydney & Melbourne) To determine and investigate how the service impact the satisfaction of Uber’s customers •Such as drivers’ professionalism, friendliness and the length of waiting time To determine the customers' profile impacts their satisfaction •Which include spending and frequency To determine whether the charges of Uber influence customer satisfaction •It looks at how much money need customer pay
2. Research ApproachResearch Questions (RQs): Relational:1.Are there any associations between the age of customers and frequency of using the Uber? Variables: age group & frequency of using Uber Managerial Implications: to identify does the age of customers influence the frequency of using Uber.