The Uber Service Towards Customer Perception In Melaka

Ong, Wan Ying (2017) The Uber Service Towards Customer Perception In Melaka. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Nowadays,most people are prefer to use their private car, compared to public transportation such as Uber service that are provided by Uber company.Creating the Uber service which provides ride sourcing service for customers to enhance the service level and meet the demands of customers.Customers can utilize the ride hailing application of smartphone to request a ride and communicate with drivers.Due to the safety issues,lack of familiarity,lack of transparency of pricing and privacy issue,it leads to poor usage of Uber in Malaysia.In addition,customer perception can be changed which depend on the service level provided.Thus,good level service can create positive customer perception on service provided by company and influence them to use the service.The objective of this research is to identify the significant variables of Uber service.It also analyses the correlation and relationship between the Uber service and the customer perception in the same time.Moreover,the questionnaire is developed and distributed to respondents who answered the questions based on their perception. Furthermore,this study uses SPSS software as data analysis tool to analyse and interpret the result that provided by respondents.After analysing data and developing description,the research model is developed with independent variable,sub variable of independent, dependent variable and hypothesis for reader easily to review and understand.In addition,the conclusion indicates that reliability and service quality was showed the significant and positive relationship with customer perception.However,safety of Uber service was insignificant since there had some limited reasons influence the result.The Uber company can refer the result of this research to make improvement for fulfilling the customer needs in Malaysia.

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