Customer Satisfaction in the Ride-Hailing Market: A Case Study Research in Delhi, India

Abstract

The ride-hailing market encompasses taxi services and private rides, considering on-demand transportation facilities via online booking through the website. However, there are no studies regarding the reason behind customer satisfaction with ride-hailing services, although the Indian market is about US$6.68bn in 2024. Thus, the study aims to identify the determinants of customer satisfaction and explore the market development strategy in Delhi, India. The study follows the guiding principles of Porter’s five forces and SWOT analysis in line with the constructivist paradigm, inductive approach, qualitative research strategy, and case study design. Hence, two officials were interviewed using Microsoft Teams, and the study surveyed ten customers and employees of the case company using Microsoft Forms. Thematic analysis was used to make data patterns using Microsoft Office.

The findings indicate that service quality, convenience riding, and prompt operation are the essential customer satisfaction indicators in the ride-hailing market. At the same time, company strategies are service quality enhancement, innovative technological integration, and feedback mechanism development. The theoretical contribution is that Porter’s five forces and SWOT analysis should consider the evolutionary changes in technology and market demand in the context of satisfaction.

The study suggests that companies must consider individual customer preferences, advanced technology, and quick initiatives to solve customer problems and improve customer satisfaction in ride-hailing services in Delhi, India.