Lal Bahadur Shastri Institute of Management and

Technology
(Recognised by AICTE Ministry of HRD, Govt. of India)

Winter Research Report

On

“A COMPARATIVE STUDY ON ABOUT CUSTOMER SATISFACTION

TOWARDS UBER AND OLA CABS IN DELHI/NCR REGION”

Submitted to: Submitted by:

Dr. Upasana Gupta Soumya Jalan
Associate Professor PGDM
LBSIMT 21

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 Contents

1. Preface
2. Acknowledgement
3. Executive Summary
4. Research analysis
 Introduction
 Literature Review
 Research Objectives
 Research methodology
 Research Design
 Sample size
 Sample Frame
 Sampling Technique
 Scope of the study
5. Industry overview
6. Data analysis and interpretation
7. Findings
8. Limitations
9. Suggestions
10. Conclusion
11. Bibliography
12. Annexure

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 ACKNOWLEDGEMENT

I would like to take this opportunity to express my profound gratitude and deep regard toour
Director of “Lal Bahadur Shastri Institute of Management and Technology Education,
Bareilly” and special thanks to my Mentor Mrs. Upasana Gupta for his exemplary
guidance, valuable feedback and constant encouragement throughout the duration of the
project under their supervision. And as I was able to do my project work and completed it as
a partial fulfilment of my course. His valuable suggestions were of immense help throughout
my project work. Working under his was an extremely knowledgeable experience for me. I
would also like to give my sincere gratitude to all the friends and colleagues who filled in the
survey, without which this research would be incomplete.

Soumya Jalan

LBSIMT

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 PREFACE

Winter training is an integral part of the curriculum. It gives the student a feel and insight into
the working of the real corporate world. The students are able to get practical knowledge of
working of the organizations. The main objective of the winter project is to experience
various concepts practically. One crucial thing that the student experience is that learning the
concept is very different from experiencing them at concrete level. The time spent in the
training help them to be more confident and the main aim of the winter training is to get in
touch with the organizational realities. I have expressed my experience in my own simple
way. I hope who goes through it will find it interesting and worth reading. The research
report is about “A COMPARATIVE STUDY ABOUT CUSTOMER
SATISFACTION TOWARDS UBER AND OLA CABS IN DELHI/NCR
REGION”is a primary data analysis based upon services provided by the cab service
provider Uber and Ola.

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 EXECUTIVE SUMMARY

Today’s business environment is rapidly changing with increasing turbulence and

uncertainty. Companies are under pressure to seek new strategies and to make quick
decisions to overcome changes. As the rate of change increases, so does the need for fast and
immediate response, which implies higher flexibility. Such conditions increase the
importance of the providing better services to the customers and to take their feedback to
improve your services.

Providing better services helps the company to gain acceptance in the market as well as
increase the brand value which also helps to make their employees more skilled and satisfy
both the customers and employees in a better manner. It also provides an opportunity to
companies to improve in areas where they are lacking behind.

The purpose of my undertaking of this project topic was to compare and measure the services
of both the cab service provider Ola and Uber through the facilities and satisfaction they are
providing to the customers and the factors affecting the choice of both of them.

Concluding, the summary my project findings were respondents are satisfied with the
services of both Ola and Uber but still Uber is better and they are providing better facilities in
terms of cost effectiveness, timeliness, communication, reliability and expression and attitude
and the app of Uber is more convenient. And people are attracted towards the feature of these
cab service providers of tracking the driver and traceability of driver and safety and theybook
Ola and Uber for leisure, late night travel and business travel.The limitations were the sample
size because of limited region of study.

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Research analysis
Industry overview

The Cab/Taxi Industry in India

While the concept of radio taxis has existed in India for a long time, the advent of internet
and advancement in the field of technology is proving to be a boon for this segment, and is
playing a key role in transforming the way people travel on a daily basis.According to a
market report published by TechSci Research, the radio taxi services market in India is
projected to grow at a CAGR of over 17 per cent during 2016-2021. Its growth is expected to
come from rising promotional activities by radio taxi operators, and need for enhanced safety
& security features for both drivers and commuters. Moreover, the growing prevalence of
aggregator model in the realm of transportation via cabs is expected to influence many
traditional radio taxi companies to upgrade their existing business model, and further improve
their services in the future.

Another reason why most cab companies have begun to utilize the power of internet to
maximize business reach is the rising demand for such services owing to changing lifestyle,
coupled with rise in disposable income that is encouraging many to opt for such services.
Apart from that, various services offered by cab aggregators, such as booking cabs via
dedicated mobile applications, skilled & trained drivers, 24x7 customer support are playing a
key role attracting new customers. Further, cab amenities like air conditioning, electronic fare
meters, and GPS tracking also help in ensuring a smooth ride for customers.
Taxi market has gained prominence over last 2-3 years, in the backdrop of entry of app-based
aggregators which has not only disrupted auto-rickshaw and traditional taxi market but also
forced automotive OEMs to revise their growth and marketing strategies. A report released
by ICRA NSE -0.08 % stated that the Indian passenger vehicle industry is likely to ride on
the strong growth potential of domestic taxi segment in the near term, whereas medium to
long term growth will be supported by low car penetration level and increasing income level.
“Considering strong demand and increasing penetration of such players in smaller town,
Indian taxi market is poised for robust double-digit growth over next 2-3 years. In FY2016,
fleet sales (including cab aggregators) accounted ~9 per cent of Indian PV sales, which is
expected to reach 15 per cent-17 per cent level by FY2020,” stated the report. Indian taxi
market is still in nascent stage, with huge scope for growth given low car penetration level
and poor public infrastructure. OEMs have also realized the market potential and have
dedicated sales team to cater fleet operators. OEMs with even larger organized fleet operators
typically having less than 500 cars. However, the aggregators like Ola and Uber have over
25,000 cabs in NCR market alone.

Consequently, this segment within PV industry now enjoys a significant clout, with some
OEMs setting up dedicated team to address aggregator market,” observed the report. The rise
of taxi segment however is expected to the hit the second car purchase in India in the near

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term, only in the medium term, the subsequent replacement demand for taxis will offset such
a loss.
ICRA segregated the car buyer three key segments i.e. first-time buyer, replacement car
buyer and additional car purchase. The first-time car buyers accounts for 40-45 per cent of
Indian car market, and given low car penetration in India, they are likely to remain a potent
force. Similarly, replacement segment is also expected to grow at robust pace given
shortening replacement cycle of a car in Indian market. However, cab aggregator and taxi
market pose real challenge to the additional car buyer segment.

Considering that customer segment already has a car, and can rely on taxi for short
run/limited usage. Given increasing traffic woes, there is also a customer segment which
will shift towards taxi usage due to additional comfort of chauffeur driven car without
paying out for driver salary.
“However, loss of additional car buyer segment will be more than compensated in the initial
years by taxi fleet and replacement fleet (after few years) without having major impact on
overall demand,” the report added.
On the challenges ahead for the app-based aggregators, ICRA says considering most of
the radio taxi operators as well as the cab aggregators (Ola and Uber) are currently
incurring losses, current tariff levels, with an eye to increase market share, may not sustain
for long. Further, driver incentives are also likely to dry up with possible pressure from
investors in these firms. Hence, in the near term – there are likely challenges both from
drivers (due to incentive cut) and riders (due to higher tariff).
Nevertheless, convenience like easy accessibility and availability will outweigh these short
term concerns over the long term.

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 Company Overview
About Uber
Uber Technologies Inc. (Uber) is a peer-to-peer ridesharing, taxi cab, food
delivery, bicycle-sharing, and transportation network company (TNC) headquartered in San
Francisco, California, with operations in 785 metropolitan areas worldwide. Its platforms can
be accessed via its websites and mobile apps. Uber has been prominent in the sharing
economy, so much so that the changes in industries as a result of it have been referred to
as Uberisation.
Uber has also been the subject of protests and legal actions, including a criminal investigation
for its use, until March 2017, of Greyball software to avoid giving rides to regulators. The
name "Uber" is a reference to the common (and somewhat colloquial) word uber, meaning
"topmost" or "super", and having its origins in the German word über, cognate with over,
meaning "above".Uber is estimated to have 100 million worldwide users and a 69% market
share in the United States.
For riders - Uber is a convenient, inexpensive and safe taxi service. Hire a private driver to
pick you up & take you to your destination with the tap of a button on any smartphone
device. A nearby driver often arrives to pick you up within minutes. Not only is this an on-
demand car service, but you can even watch as your driver is en-route to come pick you up.
For drivers - Uber provides exceptional pay, allows you to be your own boss, and even
receive tips. Take on fares whenever you wish (work as much or as little as you desire) while
meeting new people in your city from all walks of life.
Uber was founded in 2009 as Uber Cab by Garrett Camp, a computer programmer and the
co-founder of StumbleUpon, and Travis Kalanick, who had sold his Red Swoosh startup for
$19 million in 2007. On New Year's Eve, after Camp and his friends spent $800 hiring a
private driver, Camp wanted to find a way to reduce the cost of direct transportation. He
realized that sharing the cost with people could make it affordable, and his idea morphed into
Uber. Kalanick joined Camp and gives him "full credit for the idea" of Uber. The first
prototype was built by Camp and his friends, Oscar Salazar and Conrad Whelan, with
Kalanick being brought on as a "mega advisor" to the company.
Following a beta launch in May 2010, Uber's services and mobile app officially launched in
San Francisco in 2011. Originally, the application only allowed users to hail a black luxury
car and the price was 1.5 times that of a taxi.
In February 2010, Ryan Graves became the first Uber employee, getting the job by
responding to a tweet from Kalanick announcing the job opening, and receiving 5–10% of the
company. Graves started out as general manager and shortly after the launch was named as
CEO. After ten months Kalanick succeeded Graves as CEO in December 2010. Graves
stepped down to become the company's COO.
In 2011, the company changed its name from UberCab to Uber after complaints from San
Francisco taxi operators.

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The company's early hires included a nuclear physicist, a computational neuroscientist, and a
machinery expert who worked on predicting demand for private hire car drivers and where
demand is highest. In April 2012, in Chicago, Uber launched a service where users were able
to request a regular taxi or an Uber driver via its mobile app.

About Ola

Ola Cabs (stylised as OLΛ), is an Indian origin online transportation network

company developed by ANI Technologies Pvt. Ltd. As of September 2018, Ola was valued at
about $4 billion.
It was started on 3rd December 2010 by Bhavish Aggarwal (currently CEO) and
Ankit Bhati.By 2014, the company has expanded to a network of more than 200,000 cars
across 100 cities. In November 2014, Ola expanded to incorporate autos on-trial basis in
Bengaluru. Post the trial phase, Ola Auto expanded to other cities like Delhi, Pune and
Chennai starting December 2014.
Ola provides different types of cab service ranging from economic to luxury travel. The cabs
can be reserved through a web browser or a mobile app. This cab service supports both cash
and cashless payment options with Ola money. It claims to clock an average of more than
150,000 bookings per day and commands 60 percent of the market share in India.
As of 2018, the company has expanded to a network of more than 10,00,000 vehicles across
169 cities. In November 2014, Ola diversified to incorporate autorickshaws on a trial basis in
Bangalore. After the trial phase, Ola Auto expanded to other cities
like Delhi, Pune, Chennai, Hyderabad and Kolkata starting in December 2014.
In January 2018, Ola extended into its first overseas market, Australia, andin New Zealand in
September 2018. It also has presence in UK.In March 2014, Ola Cabs
acquired Bengaluru based taxi service TaxiForSure for approximately ₹1,394 crore (US$200
million).  From 25 June 2015, Ola users gained access to TFS cabs via the Ola mobile
application. In November 2015, Ola acquired Geotagg, a trip-planning applications company,
for an undisclosed sum. In December 2017, Ola acquired Foodpanda's business in India.In
April 2018, Ola made its second acquisition with Ridlr (formerly Traffline), a public
transport ticketing app. In December 2018, Ola invested $100 million in scooter rent startup
Vogo. Earlier this year Ola financed Series A of funding of the Vogo.

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 INTRODUCTION OF THE TOPIC

The Research project on “A COMPARATIVE STUDY ABOUT CUSTOMER

SATISFACTION TOWARDS UBER AND OLA CABS IN DELHI/NCR REGION” is
carried out to find out to the satisfaction provided to customer by the cab services OLA and
UBER and the factors affecting the preference over both the cab services. The sample size of
the project is 100 customers of Delhi/NCR region.

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 Literature Review

The global cab services market size is expected to grow by USD 59.61 billion by 2021. This
industry research report provides a detailed analysis of the market by cab service type (e-
hailing, car rentals, radio cabs, and others), and geography (the Americas, APAC and
EMEA). The report also provides an analysis of the market’s competitive landscape and
offers information on several cab service companies including BMW Group,Ola,Didi
Chuxing,Daimler, Lyft, and Uber.
Technavio’s market study identifies the high-quality user interface of E-hailing apps to be
one of the primary growth factors for the cab services market. E-hailing apps such as Uber,
Ola, and Lyft are integrated with 2D or 3D maps that facilitate the customers to easily and
accurately track their booked cab. Ease of operations and additional relevant features related
to destinations and routes are increasingly influencing the expanding customer base. In
addition to the wide customer base in developed countries, the customer base in developing
countries is steadily expanding. Our market analysts estimate that the market will grow
steadily at a CAGR of more than 8% by 2021.
Social media platforms such as Twitter, Facebook, and Google + provides
customer behavior data to the cab service companies. Uber and Ola use analytics that
efficiently measures the supply and demand of their taxi operations, and understands the
pattern of demand during peak hours. Analytical technology also aids in the implementation
of dynamic pricing model that calculates the pricing during peak hours. The increasing use of
social media and analytics is identified to be one of the key trends contributing towards the
growth of the cab services market.
A quick analysis of the daily commuter market in India shows that of the total 130-150
million trips, about 2 million are through online cab aggregators. Data by RedSeer
Management Consulting shows that online daily trips are expected to increase more than 50%
to 5.4 million by 2020.
Over the last couple of years, players like Ola and Uber have been working on cashing-in on
this massive opportunity. Armed with an innovative business model, these aggregators built a
strong network of driver partners to penetrate into this developing market. “The offer was too
tempting. High incentives, zero commission and huge monthly earnings lured me into
becoming a driver partner. I used to earn a minimum of Rs 70,000 a month in the early days,”
says Rasul Sheikh, a cab driver, adding that his monthly income went down by 50%.
Data from RedSeer Management Consulting also draws a comparison of monthly take home
between Online and Offline (black and yellow) players. In 2017, the average take home for
an offline player stood at a flat 17,000 rupees. For online cab drivers, monthly payouts have
fallen from 27,000 rupees in the January to March 2017 period to 19,000 in the July to
September period.
With the focus on profitability and reduction in cash burn, aggregators have been trimming
spending on driver incentives. In October to December 2016, 60 per cent of the gross
booking value was spent by cab aggregators as driver incentives. This number has dipped to

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16 per cent in just one year. However, consultants say that driver incentives are likely to
stabilise at this level.
Commenting on the strike and driver protests, an Ola Spokesperson said, “Interest of our
driver partners and customer convenience are of paramount importance to us.
Tazyn Rahman (2014), According to the industry sources, unorganized operators dominate
about 85% of the market. The car rental industry grew from ` 30bn in FY03 to ` 200bn in
FY11 notching up an annual average growth of 30%.The Radio cabs business has emerged as
one of the fastest growing businesses in the Indian transportation sector. The concept of 24-
hour radio cabs caught up in the count
ry about a decade back with Delhi-based Mega Corp setting the wheels rolling under the
Mega Cabs brand in citiessuch as Bangalore, Mumbai, Calcutta, Chandigarh, Ludhiana and
Amritsar.Guwahati also is not laying back in this regard. Private luxury taxi operators in
Guwahati are also planning to expand their fleets in the absence of a state owned service and
the shift by most commuters to the economical yet
comfortable mode of transport. The Northeast is a prime destination fortourist, so the demand
for car rental services can only get bigger. In the absence of a state owned radio cab service
in Guwahati, the private players are eyeing big business. My Taxi has the pioneered private
taxi operators (not radio taxi) to hit the road in 2010 followed by Prime Cabs. Prime Cabs
launched in 2012 has emerged as the first organized Radio taxi service provider. Prime Cabs
offers a cab service that emulates the best taxi service norms across the world. Their endeavor
is to ensure that customers need for commuting is met every time they need to commute and
in as hassle free a manner as possible. The prime objective of this study is to understand the
customer perception and customer satisfaction level on Radio Taxi services
with special reference to the city of Guwahati and to offer suggestion to improve the
performance of the services.
Dipesh Bhawnani, et. al.,(2015),focuses on analyzing the cab company’s customer dataset
which will help company to analyze its frequent customers: so that the company can
understand its customers and can provide different offers to them. Demand of cabs of
particular type and at particular location and time, so that the company could make necessary
arrangement of particular cab like small cabs, luxury cars, buses etc. We have analyzed the
possible cancellations of cab booking by the customer using data obtained from the company.
The goal is to reduce the cost incurred by the company as a result of cab cancellations made
by the customer. Cab companies will be able to manage its vendors and drivers by providing
them with up to date information about Customer cancellations. We have also analyzed travel
and package type used by the customer. Tableau is used to connect Horton works hive data
source and the data is analyzed and shown in graphical format for better visualization and
understanding. Kumar, Kishore& Namavaram, Ramesh. (2016), The purpose of this paper is
to study the factors influencing the consumers while selecting cab services. The dependent
variable is 'coupon redemption behavior' and independent variables are innovativeness and
price consciousness. The relationship between
dependent and independent variables are empirically verified through statistical methods.The
statistical tools like correlation, regression and descriptive statistics are used for data analysis.
It is found from the study that consumers are interested to redeem coupons while selecting
cab services. It is also revealed from the study that consumers are comfortable to redeem
coupons through mobile apps while booking cab services.
Rexi A. (2016) states that “Call taxi have a greater value in the community,in the taxi industry
is regulated in various ways by the state Governments through their respective Departments
of Transport. Through this regulation the Government is able to exert some control over the
activities of the industry, with the ultimate objective of providing a higher level of service (a
complex construct in itself) to the public. In the current scenario the best and convenient way

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to travel to and from bus stands, railway stations, airports and to other places of interest in
Coimbatore is by call taxi. There are as many as 40 to 50 call taxi service providers available
in the Coimbatore city and its suburbs call taxi service is mostly available 4 hours within the
day. And people regard it as the most convenient way to travel. this study is mainly used to
identify the awareness towards call taxi services, factors influencing the choice of call taxi
services, satisfaction towards the call taxi services, and the problem faced by people while
using call taxi services.
Ruchi Shukla, Ashish Chandra & Himanshi Jain (2017) states that “Every other day in India,
there is a new start up offering efficient cab service to the citizens operating in urban and
rural lifestyles. This raises a question that is India going through a possible 'Taxi Revolution'
In this paper, an attempt has been made to do comparative study of two of such taxi
aggregators that have radically changed the way "the great Indian middle class"commutes
daily-Ola and Uber. Currently, both Ola and Uber cabs are following the strategy of
expanding their operations and building customer base in key metropolitan cities across
India. The motive is to increase market share and achieve economies of scale and at the same
time providing customer satisfaction. This article seeks to understand the dynamics of India's
taxi market by studying various factors like the pricing, market share, revenue models,
etc.The paper is qualitative in nature and based on secondary data collected from different
sources.

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 OBJECTIVES OF THE STUDY

➢ To study about various types of facilities provided by both cab services.

➢ To measure the customer satisfaction level towards OLA and UBER.
➢ To identify the factors affecting the choice of OLA and UBER.
➢ To compare the services of OLA and UBER.

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 RESEARCH METHODOLOGY

 SAMPLE SIZE
100
 TYPE OF RESEARCH
Descriptive
 AREA CONCERNED
Delhi/NCR
 INSTRUMENT
Questionnaire
 SOURCE OF DATA-
 Primary data -structure and undisguised
 Secondary data -collected from different journals, magazines, books, internet links
and newspaper.
 TYPES OF QUESTIONS :-
 Closed Ended
 Discontinuous and Multiple choice
 Rating Scale

Sample Frame:
Indian Population

Target Segment:
Four categories which includes student, service, business and others.

Sampling Technique:
The sampling technique used in this study was convenience sampling.

Statistical Technique:
• Different charts like bar chart, pie chart and average are used as the statistical
technique to analyse the impact or effect of the independent variable, which are taste,
preference, convenience.

Data Representation:

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Analyzing the collected data and reporting the findings. Finally, the data collected, was
thoroughly analyzed and processed to obtain the required information. The data has been
summarized in the form of graphs.

Scope of the Study

With regards to the objective, conducting the research from the perspective of consumers
would be a considerably suitable approach. The researcher realizes that there are many
available reports and studies which rather aims to help businesses to gain a better
understanding in online cab services and to identify the reasons why it is growing day by day
and has changed the decision-making process of consumers to book a cab easily through
these online services. Since the purpose of these services is to know about consumer
perception and by collecting data from consumer’s point of view, fresh insights can be
gathered. The research also aims to serve as an indicator to potential reader (companies) of
how they can tap into the decision-makingprocess. The research focuses on the behavior of
end consumers (individuals) and particularly with in the cab services industry.

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 Data analysis and interpretation

1. Have you used both Ola and Uber cab services?

USED OLA AND UBER CAB SERVICES

NO
11%

YES
89%

YES NO

Interpretation:

The study comprises of 100 respondents and 89% of population have used both Ola
and Uber. And 11% have not used Ola and Uber.

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 2. How frequently do you book Ola and Uber?

USAGE FREQUENCY

Daily
12%

Special occasions 2-3 times in a day

30% 5%

1-2 times in a month

53%

Daily 2-3 times in a day

1-2 times in a month Special occasions

Interpretation:

The study comprises of 100 respondents and 53% of population uses Ola and Uber for
1-2 times in a month and only 5% uses for 2-3 times in a day.

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 3. For what purpose do you use your cab services?

PURPOSE

Other
11% Late night travel
Late night travel
26%
Intercity Business Travel
14%
Leisure

Intercity

Other
Leisure Business Travel
26% 23%

Interpretation:

The study comprises of 100 respondents and 26% of population uses Ola and Uber for
late night travel and leisure and 14% uses for intercity travel and only 11% uses for
other purposes.

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 4. According to you, who provides better services?

BETTER SERVICES

Both provide same service

quality
27%

44% No, Ola is better.

No, Uber is better.

29%

Interpretation:

The study comprises of 100 respondents and 44% of population believe that both
provide same quality and 29% believe that Ola is better.

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 5. How do you rate the overall facilities/experience of Ola? Rate them
(1=Excellent,2=Very Good,3=Good 4= Satisfactory & 5=Poor)

OVERALL FACILITIES/EXPERIENCE PROVIDED BY OLA

1 2 3 4 5

Rev i ews / Rati n gs 16 30 38 8 8

P ay men t o p ti o n s 5 12 20 36 27

Gr i ev an ce/ C o mp l ai n t h an d l i n g 20 23 33 16 8

P r o v i d i n g p r o p er f eed b ack 5 20 32 31 12

D i s co u n ts\ s p eci al o ff er s 16 27 22 25 10

Rel i ab i l i ty 18 35 28 17 2

Ex p r essi o n / A tti tu d e 11 32 37 15 5

Ti mel i n ess 14 31 38 15 2

C o mmu n i cati o n sk i l l s / Lan gu age 16 31 35 16 2

C o st Eff ecti v en ess 22 29 27 9 13

Interpretation:

The study comprises of 100 respondents in which 22 respondents feels that Ola is cost
effective and it is reliable, better offers and reviews. But the respondents are also
satisfied by the payment options provided by the Ola.

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 6. How do you rate the overall facilities/experience of Uber?Rate them
(1=Excellent,2=Very Good,3=Good 4= Satisfactory & 5=Poor)

O VE RA L L FA CIL IT IE S / E X P E RIE N CE BY UBE R

1 2 3 4 5

Rev i ews / Rati n gs 20 32 27 16 5

P ay men t o p ti o n s 24 37 23 12 4

Gr i ev an ce/ C o mp l ai n t h an d l i n g 19 25 34 14 8

P r o v i d i n g p r o p er f eed b ack 17 34 30 16 3

D i sco u n ts\ sp eci al o ff er s 20 21 30 23 6

Rel i ab i l i ty 17 40 26 15 2

Ex p r es si o n / A tti tu d e 14 40 27 18 1

Ti mel i n ess 18 40 28 13 1

C o mmu n i cati o n s k i l l s/ Lan gu age 16 43 29 12 0

C o s t Eff ecti v en ess 16 43 31 9 1

Interpretation:

The study comprises of 100 respondents in which majority of them feels that the
overall facilities provided by Uber are very good in terms of cost effectiveness,
timeliness, communication, reliability and expression and attitude of driver.

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 7. What would your top cab improvement priority be?

TOP CAB IMPROVEMENT PRIORITY

4%1% Safety
11% Pricing
Punctuality/Response time
4% 35% Cleaniness
Car Quality
Convenience
Comfort
19%
Other

26%

Interpretation:

The study comprises of 100 respondents in which 35% of respondents feels that the
reason for being the top cab improvement priority is safety and 26% feels pricing is
the priority.

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 8. On the following scale, how satisfied are you with your experience
using Ola app? Rate them (1=Highly dissatisfied ,
2=Dissatisfied,3=Neutral 4= Satisfied & 5=Highly satisfied)

APP CONVEINENCE

11% 5%
14% 1
2
3
4
5
34%

36%

Interpretation:

The study comprises of 100 respondents in which 34% respondents feels that the app
is convenient and they are satisfied with the app. And only 5% are not satisfied with
the app.

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 9. On the following scale, how satisfied are you with your experience
using Uber app? Rate them (1=Highly dissatisfied ,
2=Dissatisfied,3=Neutral 4= Satisfied & 5=Highly satisfied)

APP CONVEINENCE

6% 7%
8% 1
2
3
35% 4
5

44%

Interpretation:

The study comprises of 100 respondents in which 35% respondents feels that the app
is convenient and they are satisfied with the app. And only 7% are not satisfied with
the app.

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 10.Which of the following app features attracts you the most for Ola?

FEATURES ATTRACT YOU THE MOST

Don't have to call

7% Payment via the app (no

cash changes hands)
24%
20%
Tracking the taxi driver

10% Taxi driver ratings on the

app

39% Taxi apps record

transactions with a named
driver (traceability and
safety)

Interpretation:

The study comprises of 100 respondents in which 39% respondents are attracted
towards the feature of tracking the driver and 7%are attracted towards the feature
don’t have to call.

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 11.Which of the following app features attracts you the most for Uber?

FEATURES ATTRACTS YOU THE MOST

Don't have to call

Payment via the app (no cash

9% changes hands)
18%
11%
Don't have to signal to a taxi
7% in thestreet

20% Tracking the taxi driver

Taxi driver ratings on the app

35%

Taxi apps record transactions

with a named driver
(traceability and safety)

Interpretation:

The study comprises of 100 respondents in which 35% respondents are attracted
towards the feature of tracking the driver and 7% are attracted towards the feature taxi
driver ratings on the app.

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 12.What was the common reason for filing a complaint against your cab
service Ola?

REASON FOR COMPLAINT

Others 3

Cleanliness of vehicle 3

Comfort of vehicle 2

Punctuality 16

Payment issues 15

Knowledge of route or area 14

Appearance and attitude of driver 9

Assistance provided by the driver 10

Drivers driving ability 9

Availability of vehicle 19

0 2 4 6 8 10 12 14 16 18 20

Interpretation:

The study comprises of 100 respondents in which 19 respondents feels that reason for
filing the complaint is the availability of vehicle and 16 respondents feels that the
reason is punctuality of the driver.

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 13.What was the common reason for filing a complaint against your cab
service Uber?

REASON FOR COMPLAINT

Others 5

Cleanliness of vehicle 1

Comfort of vehicle 2

Punctuality 12

Payment issues 17

Knowledge of route or area 15

Appearance and attitude of driver 7

Assistance provided by the driver 11

Drivers driving ability 8

Availability of vehicle 22

0 5 10 15 20 25

Interpretation:

The study comprises of 100 respondents in which 22 respondents feels that reason for
filing the complaint is the availability of vehicle and 16 respondents feels that the
reason is payment issues.

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 14.How would you rate the overall experience of Ola?

RATE THE OVERALL EXPERIENCE OF OLA

5% 11% Excellent

Very Good

Good

34%
50% Poor

Very Poor

Interpretation:

The study comprises of 100 respondents in which 50% of the respondents feels that
the services are good and 5% feels that it is poor.

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 15.How would you rate the overall experience of Uber?

RATE THE OVERALL EXPERIENCE OF UBER

2% 11%

Excellent
Very Good
Good
Poor
Very Poor
52% 35%

Interpretation:

The study comprises of 100 respondents in which 52% of the respondents feels that
the services are good and 2% feels that it is poor.

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 Findings
 Majority of respondents have used both Ola and Uber.
 Majority of the population book Ola and Uber 1-2 times in a month.
 Majority of the respondent’s book Ola and Uber for leisure,late night travel and
business travel.
 Majority of respondents think that both provide better services but 29% of
respondents think that Ola is better and other 27% think that Uber is better.
 Majority of respondents feels that the overall facilities provided by Ola are good in
terms of the reviews, grievance handling, timeliness, communication, reliability and
expression and attitude of driver and 34% people are also satisfied with the app of Ola
which is convenient to use.
 Majority of them feels that the overall facilities provided by Uber are very good in
terms of cost effectiveness, timeliness, communication, reliability and expression and
attitude of driver35% people are also satisfied with the app of Uber which is
convenient to use.
 The reason for being the top cab improvement priority is safety andpricing.
 39% respondents are attracted towards the feature of Ola of tracking the driver and
traceability of driver and safety. But 35% respondents are attracted towards the
feature of Uber of tracking the driverand traceability of driver and safety.
 Reason for filing the complaint of Ola is the availability of vehicle andpunctuality of
the driver. And the reason for filing the complaint in case of Uber is the availability of
vehicle andis payment issues.
 50% of the respondents feels that the services of Ola are good and 5% feels that it is
poor.
 52% of the respondents feels that the services of Uber are good and 2% feels that it is
poor.

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 Suggestions

Cab service providers need to highlight themselves by providing better services which will
help them to gain popularity and create awareness among people.

Companies should mention correct details about the fare and should fulfil the claims made as
customers are influenced by their experience and they have bad image of the companies.
Also, experiences play important role and word of mouth too and hence if claims are fulfilled
it will get further communicated to the friends and family.

These days the cab service providers need to follow the trend and keep them upgraded so that
they can avail the opportunity of being the best by adding the features which makes the
experience of the customer more convenient and which help in attracting more customers.
Along with the trend the next important role is played by price/discounts and since the market
is competitive the service providers should also focus on attractive offers to gain further
popularity amongst the people.

Companies should ascertain the need of the customers as every customer has different needs
and population should be targeted considering both the company’s services as well as the
customers need.

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 Limitations

The population considered here is limited to the responses received and therefore may not
represent truly to the entire Indian population though we tried to cover people from all areas
say, homemaker, salaried, student and self-employed.

We trusted the responses received and believe they reflect the true attitude of people towards
cab services providers Ola and Uber.

Responses received might be biased due to one good or bad experience of the person which
might not represent the true picture. Respondents might have misunderstood or wrongly
linked any point which might have altered their response.

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 Conclusion
The purpose of this research was to ascertain the“A COMPARATIVE STUDY ABOUT
CUSTOMER SATISFACTION TOWARDS UBER AND OLA CABS IN DELHI/NCR
REGION” We found that customers have become more aligned towards the online cab services
provided by the service providers like Ola and Uber.With the growing technology and popularity
of online applications customers want to spend less time of booking a cab or any other thing that
is why the companies like Uber and Ola are changing the traditional methods of cab or taxi
industry,and people are more influenced by the same. Acceptance to change is the best way to
cope up with the world and hence at the end of the survey it can be said that respondents are
satisfied with the overall facilities and experience provided by both Ola and Uber but still Uber is
better and they are providing better facilities in terms of cost effectiveness, timeliness,
communication, reliability and expression and attitude and the app of Uber is more convenient.
And people are attracted towards the feature of these cab service providers of tracking the driver
and traceability of driver and safety and they book Ola and Uber for leisure, late night travel and
business travel. Customers opinion help in creating an impact on the minds of the service
provider to make better changes and improvement in the services whether the opinion is positive
or negative service provider should try to satisfy the customers by understanding the needs of the
customer about a particular product or service. Hence it can be rightly concluded that Uber is
gaining better market share in the market because of its service and Ola needs to work hard to
gain more market acceptance.

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 Bibliography

Websites:

http://www.google.com/

https://www.olacabs.com/
https://www.uber.com

Annexure
QUESTIONNAIRE

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Dear Sir / Ma’am,
I Soumya Jalan, student of Lal Bahadur Shastri Institute of Management &
Technology, Bareilly is conducting this survey on “A COMPARATIVE
STUDY ON ABOUT CUSTOMER SATISFACTION TOWARDS UBER
AND OLA CABS IN DELHI/NCR REGION”. This questionnaire is the part
of my project study. The information provided by you will be used for my
Academic purpose only and will be kept confidential. This information and
suggestions of yours will be of immense help for me in better understanding of
my project work.
1. Have you used both Ola and Uber cab services?
a) Yes
b) No

2. How frequently do you book Ola and Uber?

a) Daily
b) 2-3 times a day
c) 1-2 times in a month
d) Special occasions

3. For what purpose do you use your cab services?

a) Late night travel
b) Business Travel
c) Leisure
d) Intercity

4. According to you,who provides better services?

a) Both provide same service quality.
b) No, Uber is better.
c) No, Ola is better.

5. How do you rate the overall facilities/experience of Ola?Rate them

(1=Excellent,2=Very Good,3=Good 4= Satisfactory & 5=Poor)

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 Parameters 1 2 3 4 5
Cost Effectiveness
Communication
skills/Language
Timeliness
Expression/Attitude
Reliability
Discounts\special
offers
Providing proper
feedback
Grievance/Complain
t handling
Payment options
Reviews /Ratings

6. How do you rate the overall facilities/experience of Uber?Rate them

(1=Excellent,2=Very Good,3=Good 4= Satisfactory & 5=Poor)
Parameters 1 2 3 4 5
Cost Effectiveness
Communication
skills/Language
Timeliness
Expression/Attitude
Reliability
Discounts\special
offers
Providing proper
feedback
Grievance/Complaint
handling
Payment options
Reviews /Ratings

7. What would your top cab improvement priority be?

a. Safety
b. Pricing
c. Punctuality/R
esponse time
d. Cleanliness
e. Car Quality
f. Convenience
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 g. Comfort
h. Others

8. On the following scale, how satisfied are you with your experience using Ola
app?Rate them (1=Highly dissatisfied ,2=Dissatisfied,3=Neutral 4= Satisfied
& 5=Highly satisfied)

Parameter 1 2 3 4 5
App
convenience

9. On the following scale, how satisfied are you with your experience using
Uber app?Rate them (1=Highly dissatisfied ,2=Dissatisfied,3=Neutral 4=
Satisfied & 5=Highly satisfied)

Parameter 1 2 3 4 5
App
convenience

10.Which of the following app features attracts you the most for Ola?
a) Don't have to call
b) Payment via the app (no cash changes hands)
c) Tracking the taxi driver
d) Taxi driver ratings on the app
e) Taxi apps record transactions with a named driver (traceability and
safety)

11.Which of the following app features attracts you the most for Uber?
a. Don't have to call
b. Payment via the app (no cash changes hands)
c. Don't have to signal to a taxi in thestreet
d. Tracking the taxi driver
e. Taxi driver ratings on the app
f. Taxi apps record transactions with a named driver (traceability and
safety)

12.What was the common reason for filing a complaint against your cab
service Ola?
a) Availability of vehicle
b) Drivers driving ability
c) Assistance provided by the driver
d) Appearance and attitude of driver

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 e) Knowledge of route or area
f) Payment issues
g) Punctuality
h) Comfort of vehicle
i) Cleanliness of vehicle
j) Others

13. What was the common reason for filing a complaint against your cab
service Uber?
a) Availability of vehicle
b) Drivers driving ability
c) Assistance provided by the driver
d) Appearance and attitude of driver
e) Knowledge of route or area
f) Payment issues
g) Punctuality
h) Comfort of vehicle
i) Cleanliness of vehicle
j) Others

14.How would you rate the overall experience of Ola?

Excellent Very Good Good Poor Very Poor

15.How would you rate the overall experience of Uber?

Excellent Very Good Good Poor Very Poor

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